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The Art of Business Blog Writing


"It is precisely minds of the first order that will never be specialists. For their very nature is to make the whole of existence their problem; and this is a subject upon which they will every one of them in some form provide mankind with a new revelation. For he alone can deserve the name of genius who takes the All, the Essential, the Universal, for the theme of his achievements; not he who spends his life in explaining some special relation of things one to another." - Arthur Schopenhauer, "The Art of Literature"

"We are in an age that assumes the narrowing trends of specialization to be logical, natural, and desirable. Consequently, society expects all earnestly responsible communication to be crisply brief. Advancing science has now discovered that all the known cases of biological extinction have been caused by overspecialization, whose concentration of only selected genes sacrifices general adaptability. Thus the specialist's brief for pinpointing brevity is dubious. In the meantime, humanity has been deprived of comprehensive understanding. Specialization has bred feelings of isolation, futility, and confusion in individuals. It has also resulted in the individual's leaving responsibility for thinking and social action to others. Specialization breeds biases that ultimately aggregate as international and ideological discord, which, in turn, leads to war." - Buckminster Fuller, "Synergetics"

What do you do?

We live in an age where people are more likely to ask "What do you do?" rather than the more proper "How do you do?". People are expected to specialize. Granted, I am speaking generally. I am a generalist.

But what if people were to heed the advice and warnings of a Schopenhauer or a Fuller? Is it possible they would become more fully human? More well-rounded as we say? More of a lady or gentleman, as was once the code?

Bloggers, from what I have seen in my years of blogging, tend to be more generalist than specialist, except for a few who are both...which is to say they have wide knowledge and interests, but also have one or two things that they know a great deal about.

Business bloggers, ideally, fall into this last category. They know a great deal about their company, service, products and so on, but also have a wide-band tuning which allows them to connect with people of all stripes, types and interests. After all, one should not expect that a customer or client know all the fine points of what they are seeking to buy, yet the seller should know those fine points, but also a good deal about the customer as well. This is where a wide-band understanding comes in handy.

The business blogger is a specialist AND a generalist. And if she's not, you might want to remedy the situation, one way or another. The kindest way is to educate them.

If they don't know the products or services...teach them about them. If they don't know how to write, how to deal with people, the give-and-take of conversation...you have a more difficult problem, but not an insurmountable one. Just one that may take more time. So when hiring your business bloggers, look first for those who have decent social and verbal skills. You can teach them the bidness in shorter time.

To Everything, there is a Seasoned Blogger

But...should you hire a seasoned blogger, or a new blogger? Would it not be better to create your own Frankenstein and have them simply say what you want them to say?

My vote is for seasoned bloggers, for a variety of reasons. The first being perhaps best exemplified in this quote also from "The Art of Literature":

"There are, first of all, two kinds of authors: those who write for the subject's sake, and those who write for writing's sake. While the one have had thoughts or experiences which seem to them worth communicating, the others want money; and so they write, for money. Their thinking is part of the business of writing. They may be recognized by the way in which they spin out their thoughts to the greatest possible length; then, too, by the very nature of their thoughts, which are only half-true, perverse, forced, vacillating; again, by the aversion they generally show to saying anything straight out, so that they may seem other than they are. Hence their writing is deficient in clearness and definiteness, and it is not long before they betray that their only object in writing at all is to cover paper. This sometimes happens with the best authors; now and then, for example, with Lessing in his Dramaturgie, and even in many of Jean Paul's romances. As soon as the reader perceives this, let him throw the book away; for time is precious. The truth is that when an author begins to write for the sake of covering paper, he is cheating the reader; because he writes under the pretext that he has something to say.

Writing for money and reservation of copyright are, at bottom, the ruin of literature. No one writes anything that is worth writing, unless he writes entirely for the sake of his subject. What an inestimable boon it would be, if in every branch of literature there were only a few books, but those excellent! This can never happen, as long as money is to be made by writing. It seems as though the money lay under a curse; for every author degenerates as soon as he begins to put pen to paper in any way for the sake of gain. The best works of the greatest men all come from the time when they had to write for nothing or for very little. - "The Art of Literature"

Seasoned bloggers have written, oftentimes, for years for little or no money at all. People who say they will blog if you pay them may write what they are told, but in that case, why not write it yourself?

The Blog and the Walking Stick

"The pen is to thought what the stick is to walking; but you walk most easily when you have no stick, and you think with the greatest perfection when you have no pen in your hand. It is only when a man begins to be old that he likes to use a stick and is glad to take up his pen." - "The Art of Literature"

Another advantage to hiring seasoned bloggers is that you can see where they've been, see what they've blogged, learned whether or not they can sustain the writing over time. A new blogger may actually run out of things to say. Seasoned bloggers are seasoned because they are still writing. The others you call ex-bloggers.

New bloggers may enjoy blogging for a time, but then they are seized with youthful wanderlust, and the next thing you know they are out chasing phantoms. A good seasoned blogger, on the other hand, is interwoven into the fabric of the blogosphere, and is content to make his or her mark there. And because they are part of the blogosphere, they are not an island, but rather a constellation, or, in some cases, a galaxy. You have not hired one yea-sayer, you have hired potentially dozens or hundreds, even thousands of yea-sayers. I daresay that, in some cases, you may have won even millions of yea-sayers. These, of course, are few and far between, but the future is likely to look a lot different than the past.

And should you get the occasional chorus of nays, count your lucky stars that you have a free feedback mechanism. Your adjustments might prove far better press than the grunts that led to the change. And all companies change. Only some never learn the reasons why they should have, and suffer the consequences of their ignorance.

The question is not if. It is when. So when you hire someone (or a team of someones) in order to connect your company to the blogosphere, you may want to keep some of these points in mind. Your blog need not be literature, but there is nothing wrong with having a beautifully written, edifying body of work associated with your company. In time it may be your greatest legacy. For surely a future Twain or Faulkner or Ogilvy will be borne in these enabling laboratories of discovery. And the world needs more employment, not less. Choose, act, but act wisely. It's good to be first. But it's better to be good.

Dave Beckwith, a graduate of Harvard University, was named one of the top 300 Netizens in 1996, and has been writing on the web since 1994. He currently maintains close to 30 blogs, including Trade Street Journal and Idea Consultants, and is a researcher at Parker Web Developers. His own creative writing has been compared to Robert Benchley and Charles Dickens.


TODAYS NEWS BY OFFICEJAX FREE ADVERTISING AND AD EXCHANGE SOLUTIONSMORE RESOURCES updated Tue. August / 11 / 2020

WisLawNOW: A Community of Wisconsin Legal Bloggers - WisBar
WisLawNOW: A Community of Wisconsin Legal Bloggers  WisBar

Automated RSS Feed Content Generation Set-And-Forget Marketing Tool Launched - Newswire
Automated RSS Feed Content Generation Set-And-Forget Marketing Tool Launched  Newswire

Brandy looks to collaborate with Drake - Music News
Brandy looks to collaborate with Drake  Music News

What Happened to Tagging? - JSTOR Daily
What Happened to Tagging?  JSTOR Daily

RSS is the greatest enemy of Hinduism - Times of India
RSS is the greatest enemy of Hinduism  Times of India

RSS’s standardised Hinduism – Part 1 - Times of India
RSS’s standardised Hinduism – Part 1  Times of India

Cision PR Newswire's Beyond Bylines Blog Featured in Feedspot's List of Top Journalism Blogs - PRNewswire
Cision PR Newswire's Beyond Bylines Blog Featured in Feedspot's List of Top Journalism Blogs  PRNewswire

The eccentric economic ideology of RSS and BJP – Part 2 - Times of India
The eccentric economic ideology of RSS and BJP – Part 2  Times of India

A return to blogs (finally? sort of?) » Nieman Journalism Lab - Nieman Journalism Lab at Harvard
A return to blogs (finally? sort of?) » Nieman Journalism Lab  Nieman Journalism Lab at Harvard

The eccentric economic ideology of RSS and BJP – Part 1 - Times of India
The eccentric economic ideology of RSS and BJP – Part 1  Times of India

Member manager sought for YALSA's blog, The Hub - ala.org
Member manager sought for YALSA's blog, The Hub  ala.org

Farewell to the blog - Politico
Farewell to the blog  Politico

The eccentric economic ideology of RSS and BJP – Part 3 - Times of India
The eccentric economic ideology of RSS and BJP – Part 3  Times of India

Create an Engaging Legal Blog: Benefits of Law Blogs - The National Law Review
Create an Engaging Legal Blog: Benefits of Law Blogs  The National Law Review

Happy 25th year, blogging. You’ve grown up, but social media is still having a brawl - The Guardian
Happy 25th year, blogging. You’ve grown up, but social media is still having a brawl  The Guardian

Rising divorces a sign of justice, not arrogance - Times of India
Rising divorces a sign of justice, not arrogance  Times of India

The RSS sutras for the twenty-first century - Times of India
The RSS sutras for the twenty-first century  Times of India

Blogs still among our best information - Otago Daily Times
Blogs still among our best information  Otago Daily Times

Are Food 'Influencers' Wearing Out Their Usefulness In India? - HuffPost India
Are Food 'Influencers' Wearing Out Their Usefulness In India?  HuffPost India

The eccentric economic ideology of RSS and BJP – Part 4 - Times of India
The eccentric economic ideology of RSS and BJP – Part 4  Times of India

They don’t hate JNU, they fear it: In absence of an articulate, united opposition, it’s our campuses that - Times of India
They don’t hate JNU, they fear it: In absence of an articulate, united opposition, it’s our campuses that  Times of India

Webster blogger refuses to let COVID-19 muffle her voice - Democrat & Chronicle
Webster blogger refuses to let COVID-19 muffle her voice  Democrat & Chronicle

3-Step Blog Strategy That Works: Storytelling, USPs & Sales - Search Engine Journal
3-Step Blog Strategy That Works: Storytelling, USPs & Sales  Search Engine Journal

Ian Hamilton's Blog - Prioritising Accessibility Considerations - Gamasutra
Ian Hamilton's Blog - Prioritising Accessibility Considerations  Gamasutra

The Rise and Demise of RSS - Motherboard
The Rise and Demise of RSS  Motherboard

As Microsoft moves more blogs off its MSDN and TechNet sites, here's how to stay current - ZDNet
As Microsoft moves more blogs off its MSDN and TechNet sites, here's how to stay current  ZDNet

Blogging Assistant PD Accused of Revealing Secrets of Little-Disguised Clients - ABA Journal
Blogging Assistant PD Accused of Revealing Secrets of Little-Disguised Clients  ABA Journal

Blogs - LexBlog
Blogs  LexBlog

9 Best Blogging Courses 2020 • Enroll Now • Benzinga - Benzinga
9 Best Blogging Courses 2020 • Enroll Now • Benzinga  Benzinga

Ghost blogging platform servers hacked and infected with crypto-miner - ZDNet
Ghost blogging platform servers hacked and infected with crypto-miner  ZDNet

2019 Saveur Blog Award Winners - Saveur
2019 Saveur Blog Award Winners  Saveur

‘Hindutva is not divisive, not anti-Muslim … RSS will abide by the Supreme Court judgment on Ayodhya’ - Times of India
‘Hindutva is not divisive, not anti-Muslim … RSS will abide by the Supreme Court judgment on Ayodhya’  Times of India

Why Modi must not repeat Nehru’s mistakes on China - The Times of India Blog
Why Modi must not repeat Nehru’s mistakes on China  The Times of India Blog

Game Devs, The World Needs You Right Now - Gamasutra
Game Devs, The World Needs You Right Now  Gamasutra

#DalitLivesMatter: Why we don’t care about this hashtag - The Times of India Blog
#DalitLivesMatter: Why we don’t care about this hashtag  The Times of India Blog

Your Old Blog Content Is a Goldmine - CMSWire
Your Old Blog Content Is a Goldmine  CMSWire

WordPress vs. Wix: What's the Best Website Platform for Manufacturers? - ThomasNet News
WordPress vs. Wix: What's the Best Website Platform for Manufacturers?  ThomasNet News

Miami Mayor Francis Suarez Live Blogs What It's Like To Have COVID-19 - WLRN
Miami Mayor Francis Suarez Live Blogs What It's Like To Have COVID-19  WLRN

Jack Pritz's Blog - Dead by Daylight's Engagement Cycle - Gamasutra
Jack Pritz's Blog - Dead by Daylight's Engagement Cycle  Gamasutra

Unleashing the power of your company blog - The Drum
Unleashing the power of your company blog  The Drum

Don’t defer to China: Galwan valley should finally compel us to make major course correction - The Times of India Blog
Don’t defer to China: Galwan valley should finally compel us to make major course correction  The Times of India Blog

Could Blogging Boost Your Ecommerce SEO? - Practical Ecommerce
Could Blogging Boost Your Ecommerce SEO?  Practical Ecommerce

How the Bodo Accord was accomplished, establishing a wider template for peace in the Northeast - Times of India
How the Bodo Accord was accomplished, establishing a wider template for peace in the Northeast  Times of India

Josh Bycer's Blog - Lessons Learned From Reviewing Indie Games - Gamasutra
Josh Bycer's Blog - Lessons Learned From Reviewing Indie Games  Gamasutra

Victoria Tran's Blog - Finding, Choosing, and Managing Moderators - Gamasutra
Victoria Tran's Blog - Finding, Choosing, and Managing Moderators  Gamasutra

eBay Kills Affiliate Tool that Drives Traffic to Seller Listings - EcommerceBytes
eBay Kills Affiliate Tool that Drives Traffic to Seller Listings  EcommerceBytes

Byrd's New Nest | Jesus Creed | A Blog by Scot Mcknight - ChristianityToday.com
Byrd's New Nest | Jesus Creed | A Blog by Scot Mcknight  ChristianityToday.com

Andrew Haining's Blog - Outer Wilds critical analysis - Gamasutra
Andrew Haining's Blog - Outer Wilds critical analysis  Gamasutra

Tales From Discoverabilityland: A Story Of Three Graphs - Gamasutra
Tales From Discoverabilityland: A Story Of Three Graphs  Gamasutra

Catholic bishop suspends priest and issues trespass order over blog about clergy sex abuse - Washington Post
Catholic bishop suspends priest and issues trespass order over blog about clergy sex abuse  Washington Post

Web 100: Best law blogs - ABA Journal
Web 100: Best law blogs  ABA Journal

The two ‘big boys’ in Modi’s cabinet - The Times of India Blog
The two ‘big boys’ in Modi’s cabinet  The Times of India Blog

The saga of lockdown: India has shown extraordinary solidarity, forbearance and leadership skills - Times of India
The saga of lockdown: India has shown extraordinary solidarity, forbearance and leadership skills  Times of India

Can you be a full time solo indie developer? - Gamasutra
Can you be a full time solo indie developer?  Gamasutra

Hang Line Postmortem Part 3 - Production data and tools used in development - Gamasutra
Hang Line Postmortem Part 3 - Production data and tools used in development  Gamasutra

Shutdowns kill people and biz, ease them fast - Times of India
Shutdowns kill people and biz, ease them fast  Times of India

When Nehru put the ‘Constitution in danger’ - Times of India
When Nehru put the ‘Constitution in danger’  Times of India

Thomas Bidaux's Blog - Kickstarter and Games in 2019 - Gamasutra
Thomas Bidaux's Blog - Kickstarter and Games in 2019  Gamasutra

Bengal’s Amphan tragedy needs more national and global attention - Times of India
Bengal’s Amphan tragedy needs more national and global attention  Times of India

My Own Personal Extinction - Scientific American
My Own Personal Extinction  Scientific American

The curious case of Animal Crossing in China | Opinion - Gamasutra
The curious case of Animal Crossing in China | Opinion  Gamasutra

5 brilliant blog topics - The Negotiator
5 brilliant blog topics  The Negotiator

Best legal blogs of 2018 - ABA Journal
Best legal blogs of 2018  ABA Journal

Sergio Garces's Blog - Steam in Graphs in 2019 - Gamasutra
Sergio Garces's Blog - Steam in Graphs in 2019  Gamasutra

Get Started Now With Performance Optimization — Learning Resources for Unity Addressables 2020+ - Gamasutra
Get Started Now With Performance Optimization — Learning Resources for Unity Addressables 2020+  Gamasutra

Resetting India’s ties with China: The Ladakh intrusion is an outcome of Beijing’s ambitions and insecurit - Times of India
Resetting India’s ties with China: The Ladakh intrusion is an outcome of Beijing’s ambitions and insecurit  Times of India

Impact of Coronavirus Epidemic to China's Game Industry - Gamasutra
Impact of Coronavirus Epidemic to China's Game Industry  Gamasutra

Become the Beyonce of Legal Content with These Three Tips - JD Supra
Become the Beyonce of Legal Content with These Three Tips  JD Supra

This R-Day, let’s focus on India’s cultural greatness rather than military muscle - Times of India
This R-Day, let’s focus on India’s cultural greatness rather than military muscle  Times of India

Ryan Sumo's Blog - Project Management in the Time of Covid-19 - Gamasutra
Ryan Sumo's Blog - Project Management in the Time of Covid-19  Gamasutra

Black Mesa project lead Adam Engels on Half-Life, remote work, and game design philosophy - Gamasutra
Black Mesa project lead Adam Engels on Half-Life, remote work, and game design philosophy  Gamasutra

Siddhartha Talya Blog - The Times of India Blog
Siddhartha Talya Blog  The Times of India Blog

RSS Feeds and How To Burn Them - Business 2 Community
RSS Feeds and How To Burn Them  Business 2 Community

Why Maria Wirth is Wrong - Times of India
Why Maria Wirth is Wrong  Times of India

How a blogger in Florida put out an early warning about the coronavirus crisis - The Washington Post
How a blogger in Florida put out an early warning about the coronavirus crisis  The Washington Post

Lessons and statistics after four years as an indie developer - Gamasutra
Lessons and statistics after four years as an indie developer  Gamasutra

Of macho men and broccoli cownundrums - Times of India
Of macho men and broccoli cownundrums  Times of India

Let China invest. It gets us foreign policy leverage - Times of India
Let China invest. It gets us foreign policy leverage  Times of India

Meet the New Blogger: Meghna Datta | Research Blog - Duke Today
Meet the New Blogger: Meghna Datta | Research Blog  Duke Today

Boost Ties with Taiwan: China can’t dictate terms for everyone in Asia - Times of India
Boost Ties with Taiwan: China can’t dictate terms for everyone in Asia  Times of India

India-Nepal border row: A tale of two streams - Times of India
India-Nepal border row: A tale of two streams  Times of India

Not the End of the Chase - Scientific American
Not the End of the Chase  Scientific American

‘The positive effect of coronavirus is customers will not put all eggs in the Chinese basket’ - Times of India
‘The positive effect of coronavirus is customers will not put all eggs in the Chinese basket’  Times of India

Manufactured Dissent 2.0 - Times of India
Manufactured Dissent 2.0  Times of India

Condemn the Tablighi Jamaat event, without having to resort to any whataboutery - Times of India
Condemn the Tablighi Jamaat event, without having to resort to any whataboutery  Times of India

Post Covid-19 education system - Times of India
Post Covid-19 education system  Times of India

Close encounters of the carona kind - Times of India
Close encounters of the carona kind  Times of India

Coronavirus live blog: Wednesday, June 10th updates - North Country Public Radio
Coronavirus live blog: Wednesday, June 10th updates  North Country Public Radio

The OIC Statement on Indian Muslims - Times of India
The OIC Statement on Indian Muslims  Times of India

Alexandre Chaudret's Blog - Crafting Nightmares - Othercide's Art Direction - Gamasutra
Alexandre Chaudret's Blog - Crafting Nightmares - Othercide's Art Direction  Gamasutra

Sweat Equity: Still blogging away on LGBTQ topics, but it's not big money - Pittsburgh Post-Gazette
Sweat Equity: Still blogging away on LGBTQ topics, but it's not big money  Pittsburgh Post-Gazette

‘Over 90% of India’s heritage lies buried and space archaeology can help unearth it … using satellites a - Times of India
‘Over 90% of India’s heritage lies buried and space archaeology can help unearth it … using satellites a  Times of India

Neil Patel's Personal Blogging Advice and Why It Works? - Customer Think
Neil Patel's Personal Blogging Advice and Why It Works?  Customer Think

Coronavirus and the media: In times of crisis, a democracy needs a free press more than ever - Times of India
Coronavirus and the media: In times of crisis, a democracy needs a free press more than ever  Times of India

How Congress and TMC are triggering a migrant crisis? - Times of India
How Congress and TMC are triggering a migrant crisis?  Times of India

Why Did Rahul Gandhi sign a party to party MOU with the CCP? - The Times of India Blog
Why Did Rahul Gandhi sign a party to party MOU with the CCP?  The Times of India Blog

Emil Glans's Blog - On Monster Design - Gamasutra
Emil Glans's Blog - On Monster Design  Gamasutra

Elliot Callighan's Blog - Writing Music for the World of Trackmania (1 of 3) - Gamasutra
Elliot Callighan's Blog - Writing Music for the World of Trackmania (1 of 3)  Gamasutra

So many Buddhas: The Buddha one imagines tends to be filtered through the politics one prefers - Times of India
So many Buddhas: The Buddha one imagines tends to be filtered through the politics one prefers  Times of India

Rosetta Stones Rolls On - Scientific American
Rosetta Stones Rolls On  Scientific American

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