According to Econsultancy, IBM recently published research showing that about 80% of those who begin a corporate blog never post more than five entries. Herewith are the keys to creating a happy home for your blog readers and steps you can take that will prevent you from ever becoming a blog orphan.

1)  Take a practice run. This first step is so obvious I can’t believe I just figured it out. No one says you have to publish your first written entry. Based on the above statistic, I’d recommend writing five entries before publishing at all. You need to find your voice and rhythm before going public.

If after that time, you think you might like the life of a content producer (sounds fancier than blogger, doesn’t it?), then you can space these out over two weeks and continue writing 2-3 posts a week. The pressure’s off, and you can begin to enjoy the experience.

2)  Enjoy writing. This also may seem obvious, but I’ve read many a blog where it was clear someone had told a company that sells industrial pipe to “start a business blog.” Take it from me — I author three blogs and post here frequently. If I didn’t like to write, no amount of money or coercion could get me to write. That said, one of my blogs is on its way to becoming a blog orphan. (Hey, there’s only so much time in the day.)

3)  Have something to say. Most people who enjoy writing believe they have something worthwhile to say. The best blogs are written from a unique point of view. Presumably, you have a certain expertise you want to share with a target audience. It doesn’t matter how niche the market may be, the Internet is so vast that people are searching for solutions on every conceivable topic.

Google estimates that, 33+% of daily searches are UNIQUE. This means that you can carve out your own search space based on what you know and establish a beachhead before your competitors figure out this “corporate blogging” thing.

After you’ve been blogging a while, you’ll be consistently amazed at the variety of search terms people use to find your site. They have a business problem, and your business blog now provides the solution. You will become viewed as a trusted resource; a resource they’ll share with others.

4)  Want to help others. Blogging is a lonely pursuit. When you press the “publish” button, the black hole of cyberspace takes over. If your intention is to help others, answer questions, guide visitors to quality resources, you will be rewarded in surprising ways.

There are excellent write-ups on creating a blogging content strategy, but after five years of blogging, I think that following this blogging advice, borne from hard won experience, will serve you over the long haul.

Tags: business blogging

The Internet has created in us the need for speed. Some days I’m moving so fast, clicking from link to link, that I hope none of my coworkers ask how I arrived at my conclusions. If I had to source every link I clicked and website I visited, there wouldn’t be time left in the day to actually CREATE.

Seth Godin describes this behavior in a recent post: Driveby Culture and the Endless Search for Wow.

The illusion of speed creates unrealistic expectations for both consumers and businesses. The reality is that designing a website that works or solving a complex problem takes time.

The Twitteratti want us to believe that you can create change in snippets. As Jeffrey Hayzlett, CMO Kodak, said, “How can I be a thought leader in 140 characters?, when asked why he wasn’t leading the social media charge for B2B companies.

Godin writes, “More and more often, we’re seeing products and services coming to market designed to appeal to the momentary attention of the clickers. The Huffington Post has downgraded itself, pushing thoughtful stories down the page in exchange for linkbait and sensational celebrity riffs. This strategy gets page views, but does it generate thought or change?”

As any creative artist will tell you, designing for the masses is a soul-less pursuit.

The Internet is so vast that we (marketers) need not succumb to the zero-sum game of pursing the latest in what’s popular. The “idea merchants” who are succeeding online ignore the click and leave crowd. Instead, they’re focusing on their true fan base. It only takes a tiny slice of the Internet audience to make your voice heard or your product known.

Just ask Hugh McLeod, entrepreneuer, who launched a boutique wine solely using the Internet. In his spare time he draws cartoons on the back of business cards. He sent an email in January announcing that he was pulling back on cartooning (gasp!) to invest more time in the audience that matters: customers who return and also take action.

As Godin states, “When there’s no commitment of money or time in the interaction, can change or commerce really happen? Just because you can measure eyeballs and page views doesn’t mean you should.”

Spreading ideas, changing mindsets and creating something worthwhile for an audience that cares, takes time and effort. But when design merges with a cause, then the clicks can matter.

Tags: hugh mcleod, internet culture, Seth Godin

Tags: Investor Relations

As the economy starts to perk up, more visibly in Houston then in other parts of the country, it may be time to measure your customers’ perception of your company. Most companies will know whether they’ve gained or lost market share. But do you know if you’ve lost “mindshare?”

Knowing where you’re positioned in the marketplace relative to the economic recovery is critical to determining how to shift a brand or if any change is needed at all. This is where a brand audit can help.

A brand audit is a holistic way of looking at your business and how your company’s value proposition matches the way it interacts with the rest of the world.

Essentially, brand audits are designed to sort out perceptions about what your company stands for from both internal (your employees) and external customers. Often, the company President or head of HR is too close to the situation to remain objective, so it’s wise to consider an unbiased third party. (hint.hint.)

Mark Healy, partner at Satov Consultants, identifies 4 key components of a basic brand audit:

1. Know what’s included in the scope and what’s going to be left out.
2. Design study areas and questions that will yield results (data).
3. Decide who conducts the interviews and get going.
4. Analyze results. Are there themes or gaps?

The fifth step (which is mine) is assess your company’s brand strengths and weaknesses accurately from the data gathered and apply that knowledge consistently across every communication touch point. Your brand audit is only as good as the strategic thinking behind it.

The complete article can be found at The Globe & Mail.

As the earth’s resources continue to decline or, more correctly, as the world’s population continues to expand, sustainability is top-of-mind for many industries.

Launch: Water is the first in a series of forums NASA formed in partnership with the U.S. Agency for International Development, the U.S. State Department and Nike. Experts will gather at NASA’s Space Center in Florida from March 16 – 18, 2010, to “identify, showcase and support innovative approaches to sustainability.”

Organizers have begun a global search for visionaries whose innovative technologies or programs show promise in making tangible impacts on environmental sustainability including water, air, food, energy, mobility and sustainable cities.

Many in  branding and corporate communications roles know that Savage has been creating sustainability reports for years. They’re often known in the industry as Health, Environment & Safety reviews or Corporate Compliance reports. Not too “exciting sounding” compared to LAUNCH: Water. It could be the name of a new Theme Part. The title grabbed my attention.

“NASA offers a culture of problem-solving, deep technical expertise on sustainable systems such as the International Space Station, and a unique capacity to capture and analyze data about our home planet,” said NASA’s Deputy Administrator Lori Garver and host of the forum.

For those unaware of our work in this area, we recently completed both a print and online sustainability report for Sysco Corp. presenting ways they’re reducing miles driven and fuel consumed and broader corporate responsibility initiatives like fighting hunger.

The sustainability forum will be broadcast live.

UPDATE: The folks at SmartPlanet.com have a list of the 10 entrepreneurial innovators in the water sustainability department.

Tags: HES, Launch: Water, NASA