Blog Heaven

There’s a better way. That’s what makes a blog so powerful. The rules change. It’s a conversation, not a publication. That means things like:

• Typos are not a calamity. Let ’em be. Keep the conversation going.

• Controversy is not a problem. It’s good when there’s something worth arguing about.

• Even mistakes are acceptable — as long as you own up to them and apologize.

Here are the things you should avoid on a blog:

• Not being genuine.

• Being boring.

• Talking down to your audience (or trying to “educate” them).

• Sounding like a committee.

You can’t do these things on a blog. You just can’t.And the blog approach can transform the way your organization thinks and talks. Just the thing you need to meet the marketing challenges of the coming years.