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In his latest business development advice, social marketing expert Thomas Power talks about what makes a great business blogging strategy:
 
“When you're building your strategy for blogging you've got to focus on giving information to other people. You've got to focus on what contribution do you make to others to help them change, to help them grow. So you've got to get to the root of your expertise. You've got to get to the root of your expertise, and how your expertise can improve somebody else's performance. Help them change, help them grow, improve their business, whatever it might be. And so, when you're posting on your blog, you're effectively doing a broadcast. But it's got to be a broadcast of insightful opinion. I encourage people to be controversial. A little bit different. A little bit out there. A little bit weird, if you like. So that people say, hmm, who is this person? I need to read this person's profile. I need to get to know this person. Again, pulling people in to who you are as a person. And so they're thinking, how can this person help me? How can this person development me? How can I help them? How could we work together? And you want people asking all of those questions, just through the words you put in the blog. And that's how you pull people in.
 
“I think the other thing with blogging is put them everywhere. Put them on Twitter so that people re-Tweet them. Put them on Facebook. Put them on Ecademy. Put them on Zing. Put them on MySpace. Put them on as many different groups as you can. So that people who are reading that magazine on that day can see them. I see all these networks as very similar to magazines. You know, different people, different networks. Different people are reading different networks at different times. Different people read different magazines at different times. So put your blog, put your content out there on all the groups. So that that group can see you, that group can see you, and they can comment and talk back.
 
“And in terms of frequency, I recommend people do blogging not too often. Some people do it every day. Like Louis Gray. Louis Gray, to me, is the world's best blogger. I've never seen anyone compare to him. You know, he's active every day. Some people are active every week. I'm active every month. So I'll do one, think about it for a month, and then I'll share it with my network. So I think you have to choose. Are you a daily? Are you a monthly? Are you a weekly? Are you twice a month? And then stick to that. And only give it the time that you can afford. Because if you get caught in this with not enough time, then your quality will go up and then down. And you want your quality to be emergent over time. You want it to rise. And you want people to have an appetite for your blog. For your material. They're hungry. I want to eat that. I want to eat it when it turns up. So if you give them too much, they'll be full. So just give them little hors d'oeuvres, and then they can eat them slowly over the course of the year.”

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