You’ve been hired to blog, either by company X, or by an agent of company X.
Because blogging is trendy, and the chairman of company X has been told that many Fortune 500 companies have blogs, the chances are good that no one at the company (or at the management firm, graphic design agency, PR company or whoever) has any real idea of what blogging is, and how it might help company X. The command “we need a blog! Make it so!” has come down from on high, and you’re the bunny the words landed on.
This means that you need to know how blogging can help company X to achieve its goals.
Spend at least a week researching company X, its industry, and its market. Interview as many people at company X as you can get to. If any of company X’s competitors are blogging, read the blogs.
Then develop some blogging guidelines for yourself, and start to blog.
Relax. You won’t break anything. Blogging is not brain surgery, and since no one at company X has any real idea of what blogging is, it’s what YOU, dear blogger, say it is.
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