Guys, it is not usual for me to write during weekend. But today I feel like writing. This evening I had a good futsal game. My eyes still fresh and my mind suddenly flowing with this topic. I have thought about this few days and ultimately today the ideas suddenly crop up. Before I forgot may as well I write it here to you guys now.

The 6 questions are . . .

  1. What is your goal for the blog? Do you want to disseminate updated information on your product? Get users talking about their issues so you can design product upgrades to better meet their needs? Overcome misconception about your product in the marketplace?
  2. Who is your target audience? Anyone can go online and read your blog, but for marketing purposes, a quality audience is more important than quantity. And even though people from all walks of life are going to see your blog, don’t write it for them. Write it for your target audience, in their language, with the content at their level. For a marketing blog, the only readers who matter are customers and prospects.
  3. How are you going to measure success? Are you going to measure unique visits to your blog generated by organic search before and after you begin your blog? That’s one of the few metrics you can measure some what accurately in a quantitative sense. At least one blogging expert I know of measure his success by how many awards his blogs wins, which is ridiculous. He also measures it by how much publicity his blog generates in the mainstream press, which is valuable and sensible.
  4. Who is going to blog? Is it the head programmer? The product designer? The plant manager? The marketing VP? The CEO? Think about who your audience would want to hear from and why. Tip: the person who is the subject-matter expert on the topic of the blog is probably the best candidate to write it, whether independently or with help from a blogging expert, writer, editor or myself! (you could ask)
  5. How are you going to manage the ongoing feedback loop that the blogosphere provides? Imagine you are the marketing director of ABC company. You log onto your website and find someone has posted a comment on the blog saying your company is a bunch of crooks and your products s**k. Are you going to leave that up? Delete it? Respond it? Or, say you are reading an independent blog and find the writer bashing your technology. Do you respond to it or ignore it?
  6. How will you integrate your blog with your regular website? Will the blog be its own website with an independent URL? Or will your blog be a menu button choice off the home page of your main website, as I have done at www.mysimpleonlinebusiness.com?

Now you have these 6 questions to answer when starting your blog. If you have more ideas let’s share it here.

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