CGM blog: Lend me your ears

12 May CGM blog: Lend me your ears

As Siobhan Sharpe, the irritatingly overzealous PR guru from insane marketing company Perfect Curve in BBC’s W1A, and formerly Twenty Twelve, might say: ‘Right, so here’s the thing…’

Why am I writing this? I mean, why am I blogging? What’s the point? What purpose does it serve? Surely there’s proper work to be done, pounds to be earned, appointments to make, clients to meet etc. Surely, this is just an online version of vanity publishing?

Maybe, maybe not? Lend me your ears…

Blogging works – in the same way that other things that produce results do – because they are done well. Period.

Done badly, blogging fails. Drive your car into a tree, it doesn’t get you to work. Do cars therefore fail? I think not.

There are loads of examples – some spectacular, others less so – of people who have built their reputations and businesses through blogging.

How so? Because blogging is a great way to explain your industry knowledge and expertise, ethics and values. It builds credibility, it creates image and reputation – it allows readers to find out a little about what makes you tick.

Doers, carers, innovators, professionals – all types of people – write blogs so why not join them?

Here are my top five blog writing tips:

1. Blog your beliefs. You know I believe this stuff. Why? Because I’ve taken the time to blog about it. It’s a choice. It matters. Blogging should espouse your values and ethics. It can build bridges, forge relationships, gain respect. People respect people with unshakeable values. If you fail to mention it, they may never know…

2. Have something specific to say. Each blog should tell a story in a nutshell. Always make a point and provide information, inspiration or a unique take on life. An endless ramble is boring.

3. Keep it brief. A blog should be between 300 and 500 words. That said, a blog is more than a tweet. Do we really need to know you’re off to Starbucks again? Suitable material for a weblog? Not really.

4. Write your blogs at the best time for you. This may be first thing in the morning or last thing at night, in a favourite spot or on a specific day – whatever suits you best. Just make sure your mind is fresh and clear and you can concentrate.

5. Add photos to add value. If not, don’t – only you can make that call…

Oh, and I will add recommend some of my favourite blogs but, hey, my 500 words are nearly up so I’m out of here – I’ll save them for a separate blog.

Chris Green is an author, broadcaster and media consultant – and managing director of all round communications company, Chris Green Media.