It's the question you always get asked - at conferences, in client meetings - what makes a blog work, how do we get traffic? The short answer involves three Cs - content, conversation and consistency.
All three are a problem for many organisations. Content raises the issue of approval processes, as well as writing skill, time issues and so on. Conversation - what if we get bad comments? and Consistency, can we keep it up - day after day for evermore.
You're right. These are not big issues at all. They're easy stuff to deal with them. Mostly, they are used as excuses for putting off the new and sticking with the world we know.
Nevertheless, there is more to being good at blogging than just sticking up a website and calling 'Joe's blog' and thankfully there are now plenty of people to learn from.
Interestingly, quite a few of Australia's best known bloggers write a lot about blogging. Which just means there is a market for that information and you are not the only one asking the questions, not by a long shot.
Six bloggers to learn from
1. Problogger. Based in Melbourne, Australia's most successful blogger. He makes a hundred grand plus a year out of blogging so he commands a lot of respect. He writes mainly for people trying to make a living out of their blogs but much of what he says can be easily translated to the corporate blogger who is trying to bring honour and glory to his employer.
2. Skelliewag. Another Melbourne blogger, with 8 years experience writing for the web, who specialises in writing content that will get a lot of online attention.
3. The wrong advices. Yeah, the name's not promising but there is lot's of good stuff here.
4. Young PR. Paull Young is an Aussie lad who now works for an online PR agency in New York City, and he knows his onions.
5. Better Communications Results - Lee Hopkins and I produce a social media guide together which has got attention around the world. Lee does a lot of work in social media - teaching, advising and so on. Heck, he's even doing a phd on second life.
Some must read posts to get you started