Note: today's issue of WordBiz Report is more or less in blog mode. A bunch of snippets with links for you to learn more. Enjoy... DW

The litmus test for "what to blog" is... be succinct, useful & include a link

Read my Q & A column in today's issue of BtoB E-Mail Marketer Insight: "I have an e-newsletter and am considering starting a blog. What should I put in it?"

Here's the full article from BtoB E-Mail Marketer Insight:

Question: I have an e-mail newsletter and I'm considering starting a blog. What content is appropriate for each?

Answer (from Debbie Weil): The first thing you should know is that a blog does not have to be "cool." The second thing is that a blog, or Weblog, can be the perfect complement to your e-mail and e-newsletter marketing.

Content that works best in a blog is short and links to other resources. In fact, you can use a blog to quickly summarize and point to other articles you find on the Web that are relevant to your audience. You might also offer a quick synopsis and link to a full-length article in the previous or current issue of your e-newsletter. (This is one way a blog and an e-newsletter can work together.)

A blog post can be as short as one sentence or as long as several Web pages. But a short paragraph with one or more links works best; it's easier and quicker to write and will help you sidestep the procrastination that often accompanies publishing an e-newsletter. It's also easier to read and digest.

The litmus test for "what to blog" is that it be useful in some way to your readers. It can be a snippet of news from a trade publication, a link to a blog post on a related topic, a pointer to a free downloadable white paper or a quick observation about an industry trend. You get the idea.

As for writing style, your blog doesn't have to be informal or edgy if that doesn't mesh with your company's culture. A business blog doesn't need to be clever. Concentrate instead on being authentic and avoiding corporate-speak. Your voice will develop over time.

In summary, be succinct and follow blog etiquette by always linking to the sources of your information.

Remember, the objective of a business blog is similar to that of an e-newsletter: to build credibility and an ongoing relationship with your customers and prospects so that your product or service is top of mind when they're ready to buy. A blog filled with short, useful pointers will do just that.

As published in the June 10, 2004 issue of BtoB E-Mail Marketer Insight