Blogs for businessI had the pleasure of having some friends over this weekend – it was great to see them, as it seems so long since we hosted at home following the arrival of our first born aka “he who shall be obeyed”! :)

After dinner, I was chatting with one of my friends and we touched on something that I wanted to share with you because it’s just so relevant to what we are doing.

He kindly asked how my “blogging business” was going and I replied that at the moment there seemed to be a growing interest in both social media and blogging which meant that things looked positive for the coming year. He was very pleased for me but he went on to tell me that the while he knew of my interest in blogging, he had never actually read a blog himself. “Bollocks,” I thought. I said that I’d be surprised if he hadn’t, as I knew he was someone who liked to keep up to date with the news in general and the financial news in particular.

So I asked him if he read the Business section of the BBC news website. “Everyday”, he replied. “I particularly like Peston’s Picks – it’s the best bit of the whole site.” (That’s written by the BBC’s Business editor, Robert Peston).

“Yep, one of my favourites too”, I replied. “What do you like about it?”

“Well, he always seems to have written it that day so it’s got the latest news – exactly what I’m looking for – and you know that he’s got the inside track on the stories because of his reputation from the TV. I also like that fact you can also leave your own opinion at the end of the article and, to honest, some of those are really interesting too.”

Well, if those all sound to you like key characteristics of a blog then you’d be spot on and indeed Peston’s Picks is one of the most read blogs on the BBC site, particularly in the current economic climate, for exactly the reason my friend cited. But the fact is that although there are references to it being a blog, it just comes across as the place on the site where you can read what Robert writes. The fact that the technology he uses happens to be called a blog is frankly immaterial – it’s just the name we currently give to it.

So, in fact my friend is an avid reader of a blog (and no doubt others) without even knowing it. Perhaps he’s also exactly the sort of person that we should be seeking out and listening to as we start blogs for our own businesses. Rather than focusing on creating a widely read “blog”, I believe that he reminds us that instead we should be looking to write widely read articles or to engage in conversations or create connections with people we want to associate with. The fact that we do so through something called a blog happens to be because it’s the perfect tool for the job.

So when we plan our blogs, let’s put ourselves in the place of my friend and look at what matters to him – that’s all about content, authenticity, discussion and relevance. And it’s very little about the technology that we choose to use to supply him with those things.

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