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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 Thu. November / 21 / 2019

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Why you should start a podcast soon - Quartz
Why you should start a podcast soon  Quartz

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HubSpot Marketing Hub Review & Rating - PCMag.com
HubSpot Marketing Hub Review & Rating  PCMag.com

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

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

Behind Blogging – Venues Are Slow To Utilize Blogs And Rss As Potential Marketing Tools - VenuesNow
Behind Blogging – Venues Are Slow To Utilize Blogs And Rss As Potential Marketing Tools  VenuesNow

Farewell to the blog - Politico
Farewell to the blog  Politico

What Is an RSS Feed? (+ How to Get Started) - G2
What Is an RSS Feed? (+ How to Get Started)  G2

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

NetNewsWire 5.0 RSS Reader Rebuilt from Scratch, Now Free and Open Source - WP Tavern
NetNewsWire 5.0 RSS Reader Rebuilt from Scratch, Now Free and Open Source  WP Tavern

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

Track RSS Feeds (Yes RSS) with Feedly – ProfHacker - Blogs - The Chronicle of Higher Education
Track RSS Feeds (Yes RSS) with Feedly – ProfHacker - Blogs  The Chronicle of Higher Education

My RSS feeds from a decade ago, a snapshot of gadget blogging when that was a thing - Boing Boing
My RSS feeds from a decade ago, a snapshot of gadget blogging when that was a thing  Boing Boing

Wanted: An enemy for RSS to help BJP grow in Tamil Nadu - Economic Times
Wanted: An enemy for RSS to help BJP grow in Tamil Nadu  Economic Times

Making it Easier than Ever to Integrate with Microsoft Azure IoT Hub and Azure Device Provisioning Service - Security Boulevard
Making it Easier than Ever to Integrate with Microsoft Azure IoT Hub and Azure Device Provisioning Service  Security Boulevard

'Ideology of socialism is not different from ideology of the RSS … People have reposed faith in BJP leadership' - Economic Times
'Ideology of socialism is not different from ideology of the RSS … People have reposed faith in BJP leadership'  Economic Times

Mohan Bhagwat, 6 Other RSS Functionaries Join Twitter - Outlook India
Mohan Bhagwat, 6 Other RSS Functionaries Join Twitter  Outlook India

Reform suggestions for Rashtriya Swayamsevak Sangh - Economic Times
Reform suggestions for Rashtriya Swayamsevak Sangh  Economic Times

Changes to Google Play's average ratings: what to expect and how to prepare - Gamasutra
Changes to Google Play's average ratings: what to expect and how to prepare  Gamasutra

Brandon Sheffield's Blog - Dreamcast 20th anniversary interview extravaganza - Gamasutra
Brandon Sheffield's Blog - Dreamcast 20th anniversary interview extravaganza  Gamasutra

Why Gurumurthy and RSS need a worldview - Economic Times
Why Gurumurthy and RSS need a worldview  Economic Times

9 Places to Share Your Blog Feed to Automatically Update Your Social Media Contacts - Search Engine Journal
9 Places to Share Your Blog Feed to Automatically Update Your Social Media Contacts  Search Engine Journal

Making People Understand And Care About Your Game - Gamasutra
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RSS Feeds and How To Burn Them - Business 2 Community
RSS Feeds and How To Burn Them  Business 2 Community

Bhaskar Rao- Salt of the earth - Economic Times
Bhaskar Rao- Salt of the earth  Economic Times

Damien Yoccoz's Blog - How To Write A Kickass Game Description - Gamasutra
Damien Yoccoz's Blog - How To Write A Kickass Game Description  Gamasutra

Kibbles 'n' Bits 2/6/19: I have seen the Snappening and it is an RSS feed - Comics Beat
Kibbles 'n' Bits 2/6/19: I have seen the Snappening and it is an RSS feed  Comics Beat

Nathan Savant's Blog - Region-Based Narrative - Gamasutra
Nathan Savant's Blog - Region-Based Narrative  Gamasutra

What is RSS? And Is It Still Important? - Small Business Trends
What is RSS? And Is It Still Important?  Small Business Trends

“The Linux of social media”—How LiveJournal pioneered (then lost) blogging - Ars Technica
“The Linux of social media”—How LiveJournal pioneered (then lost) blogging  Ars Technica

Five years after Google conquered and abandoned RSS, the news-reader ecosystem is showing green shoots - Boing Boing
Five years after Google conquered and abandoned RSS, the news-reader ecosystem is showing green shoots  Boing Boing

The 10 Most Important SEO Strategies For Your WordPress Blog in 2019 - Forbes
The 10 Most Important SEO Strategies For Your WordPress Blog in 2019  Forbes

Growing Your Blog Using Email Marketing - Business 2 Community
Growing Your Blog Using Email Marketing  Business 2 Community

Bob Whitaker's Blog - NASA Historian considers Kerbal Space Program - Gamasutra
Bob Whitaker's Blog - NASA Historian considers Kerbal Space Program  Gamasutra

When Chidambaram was home minister and Narendra Modi & Amit Shah faced probes - Economic Times
When Chidambaram was home minister and Narendra Modi & Amit Shah faced probes  Economic Times

Josh Ge's Blog - Rebranding Difficulty Modes - Gamasutra
Josh Ge's Blog - Rebranding Difficulty Modes  Gamasutra

Victoria Tran's Blog - Fashion in Games: Why It Matters - Gamasutra
Victoria Tran's Blog - Fashion in Games: Why It Matters  Gamasutra

Why All Of Our Games Look Like Crap - Gamasutra
Why All Of Our Games Look Like Crap  Gamasutra

Pascal Luban's Blog - Mario Kart Tour: Gameplay: 1 - Onboarding: 0 - Gamasutra
Pascal Luban's Blog - Mario Kart Tour: Gameplay: 1 - Onboarding: 0  Gamasutra

On surviving Yahoo Pipes, Feedburner futures, and the subscription web - Diginomica
On surviving Yahoo Pipes, Feedburner futures, and the subscription web  Diginomica

No lynching please: Instead of coming out guns blazing against lynching, Bhagwat tangles himself in semantics - Economic Times
No lynching please: Instead of coming out guns blazing against lynching, Bhagwat tangles himself in semantics  Economic Times

Tumblr once sold for $1.1 billion. The owner of WordPress just bought the site for a fraction of that. - Houston Chronicle
Tumblr once sold for $1.1 billion. The owner of WordPress just bought the site for a fraction of that.  Houston Chronicle

Max Pears's Blog - Level Design for Combat - Gamasutra
Max Pears's Blog - Level Design for Combat  Gamasutra

Joris Dormans's Blog - Unexplored 2 Dev Blog: Tiles to Curves - Gamasutra
Joris Dormans's Blog - Unexplored 2 Dev Blog: Tiles to Curves  Gamasutra

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Evgeny Dyabin's Blog - Cascadeur: character's pose prediction using 6 points  Gamasutra

A Few Simple Benefits of Using An RSS Feed - Business 2 Community
A Few Simple Benefits of Using An RSS Feed  Business 2 Community

The simple most difficult challenge of bringing Frostpunk to consoles - Gamasutra
The simple most difficult challenge of bringing Frostpunk to consoles  Gamasutra

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Jeremy Alessi's Blog - PixelCast 1  Gamasutra

Iuliana U's Blog - Crowdfunding Without A Graphic Designer - Gamasutra
Iuliana U's Blog - Crowdfunding Without A Graphic Designer  Gamasutra

Modi's money pitch: To make investors come to India, focus relentlessly on economic competitiveness - Economic Times
Modi's money pitch: To make investors come to India, focus relentlessly on economic competitiveness  Economic Times

Imran Khan – Extremist politician or moderate cricketer? - Economic Times
Imran Khan – Extremist politician or moderate cricketer?  Economic Times

Uncommon Blogging Tactics Are Highly Effective, New Study Shows - Search Engine Journal
Uncommon Blogging Tactics Are Highly Effective, New Study Shows  Search Engine Journal

Security Bloggers Network - Security Boulevard
Security Bloggers Network  Security Boulevard

Rohit Sharma: The art of scoring runs with laziness and effortlessness - Economic Times
Rohit Sharma: The art of scoring runs with laziness and effortlessness  Economic Times

Inside the process of creating the score for Temtem: adaptive music. - Gamasutra
Inside the process of creating the score for Temtem: adaptive music.  Gamasutra

An enigma called Rahul Gandhi - Economic Times
An enigma called Rahul Gandhi  Economic Times

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Jeremy Alessi's Blog - PixelCast 7, Pixels, Bears, and Sacrilegious Santa...  Gamasutra

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My Roblox Years: Dungeon Life and New Product Science  Gamasutra

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Claire Sh's Blog - I don't hate social media...  Gamasutra

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Catherine Fox's Blog - Beyond A Steel Sky - Dev Diary #2  Gamasutra

The age of Hinduness: Modi has disavowed hard Hindutva for the humanism of 'Hinduness' - Economic Times
The age of Hinduness: Modi has disavowed hard Hindutva for the humanism of 'Hinduness'  Economic Times

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Is AYUSH killing Ayurveda through BAMS curriculum?  Economic Times

'Mommy bloggers' study reveals factors that drive success in social influencer marketing - EurekAlert
'Mommy bloggers' study reveals factors that drive success in social influencer marketing  EurekAlert

Beto O’Rourke is blogging about the fog and blackberry cobbler. But is he running for president? - Washington Post
Beto O’Rourke is blogging about the fog and blackberry cobbler. But is he running for president?  Washington Post

Words as weapons of violence- none can beat the seculars - Economic Times
Words as weapons of violence- none can beat the seculars  Economic Times

Nadya Primak's Blog - Is a Game Development Degree Worth it? - Gamasutra
Nadya Primak's Blog - Is a Game Development Degree Worth it?  Gamasutra

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Brad Wardell's Blog - Living with Vulkan and DirectX 12  Gamasutra

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2 women show us the power of personal choice  Economic Times

The Trump Modi tango: How the PM used Houston event to tactfully reset the India-US relationship - Economic Times
The Trump Modi tango: How the PM used Houston event to tactfully reset the India-US relationship  Economic Times

Modi's Guruvayur doctrine divides nation on geographical & religious grounds - Times of India
Modi's Guruvayur doctrine divides nation on geographical & religious grounds  Times of India

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Want to Boost Your Game's ROI? Tap Into Your Community  Gamasutra

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Ahmed Khalifa's Blog - Level Design Patterns in 2D Games  Gamasutra

Happy 14th Blogiversary To Ann Althouse! - Outside The Beltway - Mobile Edition
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California's AB5 Labor Bill Will Greatly Affect Game Companies  Gamasutra

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BJP's Pakistan conundrum - Economic Times
BJP's Pakistan conundrum  Economic Times

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Thomas Bidaux's Blog - Crowdfunding and Tabletop Games: 2019 Mid-Year Update - Gamasutra
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Turkey Invades Syria: Conflict with Kurds won't help end the Syrian crisis - Economic Times
Turkey Invades Syria: Conflict with Kurds won't help end the Syrian crisis  Economic Times

In defence of Azam Khan - Economic Times
In defence of Azam Khan  Economic Times

Louis McTague's Blog - The Importance of Definitions in Game Design - Gamasutra
Louis McTague's Blog - The Importance of Definitions in Game Design  Gamasutra

Chris Zukowski's Blog - The best slides I saw at GDC 2019 - Gamasutra
Chris Zukowski's Blog - The best slides I saw at GDC 2019  Gamasutra

Best blogging platforms of 2019 - TechRadar India
Best blogging platforms of 2019  TechRadar India

How Rahul Gandhi exposed himself to criticism in the last 3 days - Economic Times
How Rahul Gandhi exposed himself to criticism in the last 3 days  Economic Times

Why I'm Not Pushing For Church Growth Any More - ChristianityToday.com
Why I'm Not Pushing For Church Growth Any More  ChristianityToday.com

The Kargil variant - Economic Times
The Kargil variant  Economic Times

Breath of the Wild Open World Analysis: Gravity to go Forward - Gamasutra
Breath of the Wild Open World Analysis: Gravity to go Forward  Gamasutra

Loot Box Design 2.0 – Complying with China's New Rules - Gamasutra
Loot Box Design 2.0 – Complying with China's New Rules  Gamasutra

Consoles are resilient for now, but cloud gaming will create new dynamics and competition - Gamasutra
Consoles are resilient for now, but cloud gaming will create new dynamics and competition  Gamasutra

How single leaders will define the 2019 election: They could be decisive in battles for more than a third of the Lok Sabha seats - Economic Times
How single leaders will define the 2019 election: They could be decisive in battles for more than a third of the Lok Sabha seats  Economic Times

Pranab Mukherjee elucidates constitutional values to RSS, but did he also do an Advani on Congress? - Economic Times
Pranab Mukherjee elucidates constitutional values to RSS, but did he also do an Advani on Congress?  Economic Times

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Expanding Midgar – Simple Solutions for Satisfying Postgame Content  Gamasutra

The ground is shifting: Modi's UNGA address highlighted terror threat, but the West may be losing interest - Economic Times
The ground is shifting: Modi's UNGA address highlighted terror threat, but the West may be losing interest  Economic Times

Kenneth Liu's Blog - Kliuless #51: Apple Arcade & Google Play Pass - Gamasutra
Kenneth Liu's Blog - Kliuless #51: Apple Arcade & Google Play Pass  Gamasutra

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Why Google killed off Google Reader: It was self-defense  GigaOM

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