6. The Do List
≫ Do blog to help meet your goals
At the end of the day, it has to drive sales and other goals.
≫ Do write for and engage the customer
ID through survey, web analytics, etc; posts must be short; open-ended; this includes
reposting content from blogs that your customers like.
≫ Do stay disciplined
Post 2–3 pieces of content a week.
≫ Do experiment with different mediums to convey the message
Videos, webinars, surveys, etc.
≫ Do track progress on goals
Since you launched the blog, have you seen changes in website hits, product inquiries,
sales, SEO rankings, etc?
7. The Don’t List
≫ Don’t fear self-promotion
As long as it’s tasteful, tempered, and valuable.
≫ Don’t go it alone
Team buy-in is important both because they will provide content and feedback.
≫ Don’t get dragged down by an editorial calendar
Calendars are helpful in mapping goals to blog posts, but blogs are valuable because
they are real-time. If you find out important news, post it!
≫ Don’t let your blog comments run wild
Blog commenters feel protected by the anonymity of the web, so comments can get out of
hand unless they’re monitored.
≫ Don’t post unless you have something to say
This goes for blogging as much as it does for news releases.
