At least three times in the last few weeks I've heard some version of the following sentiment: Blogging is an arduous pain in the...
Well, yes, it is. If you're not a writer, so is producing a white paper, a case study, or a column for a trade publication. The only quick-and-easy thing about blogging is hitting "post" and seeing your words immediately appear on the Internet. We've come to think of blogging as being quick and pithy -- like a sudden and brilliant stroke of genius tossed out for the world to consume. I think that's because the best bloggers make it look easy. They come off sounding intelligent, concise -- and, if you're lucky, amusing, entertaining and surprising. That kind of writing doesn't happen by accident. And it definitely doesn't happen like clockwork every other week without a lot planning and discipline.
A blog is just another channel for thought leadership development. Good writing -- whether it takes the form of a 1200-word trade journal article or a 300-word blog entry -- requires the same thoughtful strategy, the same ability to write an informative (perhaps even entertaining) and concise article, and the same attention to internal rules of branding and messaging.
One of the best ways to ensure that your blog remains a "going concern" is to treat it like a magazine that must go to the printer every other week.