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Monday, November 21, 2005

Stay frosty, people

Anyone that's tried to start a blog on no particular topic is wasting valuable space. We've all had the misfortune of stumbling over some kid blogging about nothing in particular or a nice old lady telling an audience of none (except by unfortuntate chance) about her tortoise collection or the trouble with her curtains.

The same is true of corporate blogging. Just because you work for a small company that makes rivets or cans or software doesn't make you inherently interesting. Without focus, your corporate blog, if it even gets of the ground, will sink under the humiliatingly non-existent weight of traffic.

(There is one exception - you work for a company so huge and/or controversial that whatever you say is construed as interesting just because you said it and you work for THEM.)

The moral of the story? If you're planning a corporate blog, plan a topic. If it's a week-long conference, all the better. Short-term blogs are a valuable marketing tool.

But a blog for blog's sake? Just don't bother.

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