Another nice piece from Seth Godin last week where he talked about his Seven tips to build for meaning and where he briefly (comme toujours!) talked about some tactical tips about how to add value online.
One of them particularly struck a chord with me. Seth’s comment was:
It’s a brick wall, not a balloon. This is a hard one for many people. We try to build something quickly and get it totally complete all in one go. If we can’t, we get frustrated and give up. But great blogs and lenses are built brick by brick, a little at a time. You learn what works and do it more.
I liked the analogy and particularly in terms of the building of the brick wall.
I find that it can sometimes be difficult for companies when they launch a blog – whether they are launching a business blog or a full blown corporate blog, I get the impression that they have a nagging feeling in the back of their mind that somehow it’s not really finished.
When a website is launched, it should have everything there written and visible including all the relevant information and the pages completed, stored and in place. When a product is launched, it should have instructions, packaging etc. right from when the first one is shipped to customers. I think they feel that that’s what a business blog should be like too.
But the launch of a blog is not the end of the process, it is the beginning. Granted there will be the main Foundation posts in place at launch but after that the content will develop and be kept fresh by the new articles being posted – that’s how it becomes successful. Building the information, reputation, trust etc and fufiling expectations.
So have patience and take heed of Seth’s comments – put solid foundations down and then build your blog brick by brick.