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Blog Mania--How To Do A Really Great Blog.

Posted by: Bruce Nussbaum on May 8, 2007

Blog conferences are proliferating and I think it’s because people are discovering that blogging—blogging with a purpose— is harder than it appears. This is a lesson that I’m discovering as I meander into the blogopshere. If you want to influence an audience, you actually have to know how.

And there is no better teacher of these skills than David Armano over at Logic + Emotion. David is talking this Saturday at SOBCon07 (who makes this stuff up?) about taking blogs to the next level.

This is what they’re gonna do off the site. It’s a list you might want to keep because it hits most of the key points of what you need to know to blog well.

“The SOBCon Next Level Quest

Together we will strategize, discuss, and learn how to

Respect that in business and blogging all things are based in connecting relationships

Treat our blogs like a business, or a business-like hobby

Define a vision for our blogs that inspires others to be part of it

Identify like-minded bloggers whose blogging goals match our own

Evaluate our blogs through the eyes of a first-time reader

Use links, trackbacks, and comments to lead to increased participation, and extended reach that could develop into business ventures

Ensure presentation, navigation and all reader experiences are intuitive, simple and elegant

Know our brand values as readers define them and be able to articulate the unique and remarkable values we offer

Understand basic tools that are useful in adding video, podcasting, social media, and voice commenting

Reach out beyond the blogosphere to non-blogging readers to become a resource they rely on

Recognize the traits and characteristics of a successful and outstanding blog”

For me, the “4 C’s” that Armano blogged about a while back are key—Community, Content, Consistency and Clarity. I would also add “Color” by which I mean illustration/photos/visualizations. This is becoming critical.

Reader Comments

Michael Melnick

May 8, 2007 10:30 PM

Sounds like branding to me.
A brand is a promise and brands exist to help people make choices in an ever-cluttered world of infinite variety. Blogs are a relatively new phenomena but i see no reason why the principals of branding cannot apply for them as well. there are so many great blogs that are so poorly branded and quite a few terrible blogs that are wonderfully branded.
Some bloggers, (such as you Bruce), enjoy the marketing power of an already existing strong brand. Other bloggers who do not enjoy this privilege and still wish to take their blog to the next level need to learn how to effectively brand the experience and the promise they wish to deliver.

Bruce Nussbaum

May 8, 2007 10:53 PM

You raise an interesting issue for me. Do people read NussbaumOndesign because it comes from the Business Week brand or from the Nussbaum brand? I suspect that many, if not most, bloggers develop their own community, their own audience based on contact, content and chemistry.
Yes, I do think the BW brand helps me, and certainly helps provide a platform for the blog. But we have many blogs within the BW brand and only a handful do well (measured by traffic, Technorati's "authority" and other linkage measures).
All good insight.

David Armano

May 9, 2007 3:21 AM


Successful blogs = brands.

I'll upload a version of my presentation after the event. I talk quite a bit about having "blog brand".

I also put a stake in the ground that we need to STOP calling ourselves "bloggers".

More to come...

Liz Strauss

May 9, 2007 1:25 PM

Hi Bruce,
David is one of the best and most-respected bloggers in the world of business blogging. I am so looking forward to hearing him speak on designing blog architecture to enhance and encourage conversation.

Thank you for pointing out what may seem obvious, but what I am constantly working with new bloggers to help them understand.

If you want to influence an audience, you actually have to know how.

I hope you don't mind, if I quote you . . . over, and over, and over, and over again.

Steve Cunningham

May 9, 2007 11:13 PM

Bruce - I think what the BW brand does is give you credibility. People like myself - who didn't know much about you before reading your blog - are more likely to give the blog a read when they stumble upon it than a blog not supported by a well known brand. After that, you need to have great content and pay attention to the 4 C's.

SO, I think the best the BW brand does is get you a few more "first looks" than your typical blogger.

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March 6, 2011 7:53 PM

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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