Me: Give me some ideas on what you’re looking for in terms of content.

Client: Mention our company name as much as you can and outline all our new products.

Then I inwardly cringe, as I set out to explain to my client that you don’t want your blog to turn into a running advertisement for your company. Why? Because, for one, it will lose credibility. Nobody wants to get on a blog and feel like they’re constantly being sold to. They’ll stop reading it and move on.

Some of the things you want to keep in mind is that your blog allows you a platform to become an expert on your industry issues, news and developments. One of your goals is to be viewed as an authority, or a go-to resource. You’ll also want to cover a varity of industry-related topics, so that you can encapture a wider audience. This way your customers and potential clients will look at your website, and your blogs, as constantly changing and providing crucial information.

I’ve also seen corporations insist on handling all the blogs in-house. Which is okay if you have the staff to do it. But one mistake I see made over and over again is assigning the task of blogging to an unwilling participant who doesn’t have the first idea what to do. The end result will usually be a less-than effect blog with uninspiring thoughts. This doesn’t serve anybody well.

My suggestion is that if you really don’t know what you’re doing, or blogging for your company’s site becomes an unwanted responsibility, hire someone to do it for you. The peace of mind you will feel will far outweigh the cost of hiring a writer. You’ll also want to have someone regularly updating your website with fresh art, photos, customer reviews and special offers.

If you don’t know how to go about hiring a blogger, your technical assistance personnel will probably have references for you. You can also ask colleagues about the writers they use. And, of course, there are thousands of sites on the Internet that offer references. Once you find a good fit for your company, the blogging benefits will appear, and you can mark that item off your ever-growing to-do list!

Corporate blogging requires a little more reserve. Afterall, you can’t really go off on a tangent about the latest politician’s blunder, or rant about gas prices when you’re tied with an actual business. It’s sort of like going to group therapy, when there are other people there to keep you in line and call you on your passive aggressiveness. Not that I’ve ever actually experienced this.

The actual art of blogging brings out the best and worst of us all. You can be as dramatic as you want, as silly or funny, or as pathetically whiny, and readers can take it or leave it. I’ve read blogs about movie stars, scientific developments and tax relief. Talk about bliss. A virtual world of conversation, random thoughts and tirades, all at the touch of a button. It’s sort of like eavesdropping on the world in some weird sort of way. Not that I’ve ever done that.

The art of blogging really is subjective. While one reader might think you are the Picasso of the blogging world, another reader might think you’re a fourth grader needing remedial assistance. Thus, the beauty of it all. The words are yours to arrange in whatever order you like.

So blog, blog, blog, I tell you. Enjoy the creative juices that flow, and admire the brilliant observations and reflections that this world of fellow humans have to offer. Relish in the provocative comments and astounding wisdom that is yours for the taking. Not that I have anything to say about it.