Can art and business intersect on a blog?

Notes on Moleskine, originally uploaded by (Rimbaudian).

Let me just say--blog post writing is not my thing.

I'm used to writing essays on literature--and I mean long-ass formal analytical essays that only English professors get worked up about reading.

When I learned about blogging as a marketing tool for a business, I said, "Sign me up--I love to write!", however I'm suprised at how challenging it has been over the last 7 months to try to morph my style of writing into something that is palatable and interesting to an online business audience while also being fulfilling to me (and while also not taking up every minute of my waking life!).

I'm not giving up or anything--I find it incredibly exciting that blog writing is not at all easy. (I'm taking a hint from the post I just wrote about becoming an expert at something--#3 Don't let it bother you that you suck at first. ;-))

It's a bit of an art form, and if you look around the blogosphere you'll see that when the right care is taken it can be done with incredible beauty, originality and eloquence.

Because I'd like to improve, I'm always interested when I see someone handing out pointers on how to write a good blog.

Much of the advice I'm seeing often contradicts itself and leaves me more confused than when I began: Some say if you want to keep readers, keep the posts short cuz people never read the whole thing anyways. Others say, "For God's sake, give us readers something we can sink our teeth into! Don't be afraid to write longer pieces--our brains can handle complete sentences! Enough with the bulleted lists."

Some say that "HowTo" posts are like baby food for blog readers--very easy to digest :-). Writing about ideas and thoughts is more highbrow and less interesting to the general public, so if you want to keep the reader's interest, stick to information and facts.Others say a blog is meant to stimulate discussions, so it's the perfect setting to collaborate on obscure ideas; you must go deeper than just providing information and facts.

Oh, and don't forget to be authentic, transparent, controversial, accessible, prolific, to sprinkle keywords throughout your post, to write about hot topics before they're hot, to link to influential blogs and to write with integrity and passion.

Whew! Okay, so I'm mixing up the search engine optimization tips that have been drilled into my head with the writing tips, but the point is that there's so much well-intentioned advice floating around--I wonder if any of it ever really helps anyone write better on their blog?

Personally, I find it very hard to implement advice on writing.

I find it much more useful to observe other bloggers whose writing I enjoy, to unconsciously soak up the million unidentifiable special "somethings" about their writing, and then to take that inspiration and start working on my own stuff in my own way.

Of course I'm drawn to bloggers who see writing as a craft and obviously enjoy choosing the perfect word no matter what they're writing about (see Verna writing about Old Friends and Mindblob on Don Quixote's Children).

I also enjoy bloggers who, when you read their posts, you can almost hear their voice saying the words to you (this is especially true with Mack, now that I've heard his podcast). It's charming to find someone who writes like he talks.

I enjoyed Gavin's post over at MarketingProfs--he says he likes a blogger who writes with a sense of suprise and isn't afraid to put themselves on the line for the story they're telling.

Yes, I agree, it's refreshing to find a gutsy writer. Another facet of being nervy is being vulnerable, and I always admire a blogger who questions their own judgement and courageously confronts situations they could easily gloss over (Andy on Crossing the Streams).

In the comments of Gavin's post another little writing debate popped up--do you write for yourself or for your audience on your blog?

As with every blog, you have to do both, but there's a special challenge when writing a blog that's meant to market a business. It's one thing to be writing for your peers within your field, but it's quite another to write for the eyes of potential clients.

The difference between writing a blog about business and writing one for your business is sort of the difference between having a spirited conversation with your buddies sitting in your living room eating pizza and drinking , and having a frirendly conversation with someone you've just met at a networking luncheon.

Both are social, both are interactive, but with a blog that's meant to market your business there's not the "no holds barred" anything goes atmosphere that you'll often find on the best blogs about business or marketing or whatever.   

Of all the bloggers I can think of whose writing I enjoy--I'm now noticing that none of them are using their blog as a marketing tool for their businesses. While their blogs are usually about aspects of business, they're not there specifically to promote their business. Their blogs are about sharing ideas with their peers and stimulating discussions rather than reaching potential clients.

Something I've been wondering--Can a blog that's used as a marketing tool for a business also be artistic and cutting-edge? Is it possible for a blog that's meant for customers to be more thought provoking and less informational?

I have no idea, but I'd like to explore that idea and find out. I haven't got a handle on how I or anyone else would accomplish that, but ideas are percolating, and I feel the need to make some changes to my blog. Perhaps I've just got that 7 month itch and want to turn things upside down.

I guess this is my blogging New Year's Resolution--explore, learn and change. Try to create a companion blog for my business that challenges the definition of what a blog as a marketing tool is.

Oh, and try to keep the posts under 1,000 words! This is definitely where I need some discipline, however, I don't see anything wrong with other bloggers writing posts that require extended reading.

Coming soon...shorter, more concise posts!

Comments

[Gavin Heaton]

OK how do you write such long and cohesive posts? Mine are shorter mostly because I cannot sustain a longer argument ;)

I also write a little for a blog at work and it has a very different feel/voice. My MarketingProfs articles also differ from the articles on my own blog. It comes down to audience -- is your audience expecting information or ideas? Are they contributors? Do they come to you for your authority and insight or to learn more about your services?

Having said all that, there is a need to keep pushing your blogging style and the focus of your posts. Even the design needs to change or be refined from time to time. That is part of the fun -- and it also means that you are adapting to your own creative rhythms and the needs of your audience. I look forward to seeing what you do!

[Sharon]

Hi Gavin,

The reason I'm able to write such lengthly posts is that the editing function of my brain is sorely in need of development! ;-) It seems like every post is in danger of turning into "War and Peace".

That's an excellent question--what does my audience need/want? I need to give that some thought. And I'm a bit confused as to what I want to provide (on the blog).

I shudder at the thought of having a blog that obviously promotes a business. How boring! And it seems a bit shallow and uninspiring. I would rather think that my blog is here as a expression of my approach to living a life of simplicity and how that ties into work. I definitely need to think about it some more though.

And yes, I feel absolutely driven to change and improve the look/feel/content/style of what I'm doing here--it's that 7 month itch! I want a complete blog makeover!

Your feedback is so helpful :-). I appreciate it!

Sharon