You may have read about the need to start a blog.
There is still a way to go before every business has incorporated one into their website.
But, make no mistake, blogging is hard.
Not only do you have to understand the technology but you have to be committed to your art.
It isn’t enough to do it because you think it will win you work.
You have to move beyond the commercial circumference into the realm of the writer who, whether anyone ever reads their material, writes because they have a calling.
However, for all its worth, blogging won’t help you if your product or service fails to deliver, every time.
Nowadays, our tolerance for failure is infinitesimally small.
One slip up, and with the power of the social web, your reputation is at risk of disappearing right before your eyes.
Every business likes to think it’s the best, but, in reality, far too many have stopped caring sufficiently to challenge for the top slot. They get by by dint of the need to but no more. Pushing at the boundaries of excellence (however you define the term) requires passion in bucket loads, and most people just don’t care enough.
Before you start a blog or push the boundaries of your effort, you may just want to look over your shoulder and check you are content with the service delivery.
Is everything buttoned down?
If you have drawn the short straw to run the blog, then it may be a while since you had first hand experience of the client experience. If that is the case, you need to find a way to put yourself back in touch with the front line. I am not dismissing the fact that marketing may end up running the blogging show, but how many complaints do they (ever) see?
Don’t forget that a blog is just one way of getting your message out there. Apart from the obvious social media channels, the best route to expand your reach and reputation is through word of mouth.
But word of mouth doesn’t come about by chance or because you have spent a lot of time or money marketing your service. It comes about because people can’t but help mention you. It goes beyond reflective glory. They are so blown away that they have to tell everyone.
Just think about it. When was the last time you were awestruck by an offering? It doesn’t happen often these days. The nature of our disposal economy has seen to that. Obsolescence has elided any WOW.
I am not saying that you shouldn’t dip your toe into the blogging water, but just remember that you still have a company to run, people to manage and attention to the detail of what made you great in the first place. You may feel you have got all of these licked, but very few companies are in such a privileged position.
If you are not careful blogging could end up being a distraction that you can ill afford.