This little item came across my desk, “ title=”The Art of Business Blog Writing”
href=”http://www.selfseo.com/story-1378.php” target=_blank>The Art of Business
Blog Writing,” and I was immediately enticed.

As I’ve consulted and written for clients’ websites, I’ve noticed one
question has come up in conversations more often than any other.  “I don’t
know what to write.  How do you come up with ideas for content?”

The question is usually sprung when I’m briefing the client on the need
for frequently updated, fresh content.  Usually they get the picture. 
So I explain how that fresh content improves their search friendliness. 
The clients nod in agreement.  Then I say the ideal is to create new
content every day.

I smile.  They frown.

How do you come up with ideas of what to write?  With a blog this
question is even more pressing because you’re not only thinking about daily
content, but even multiple posts in one day.

So the article interested me. 

While I like the direction Dave Beckwith was going, I have to take objection
to one thing he said.

Beckwith raises the question of hiring a business blogger and whether you
should hire a seasoned blogger or a newbie.  He then uses a quote from the
German philosopher Schopenhauer, that basically says that writers who write for
money aren’t your best bet.

Beckwith agrees and suggests that seasoned bloggers are better because they
have experience writing blogs for little or no money.  They have drive, and
that lends itself to a successful blog.

He says, anyway . . .

I’ve always been a firm believer in Samuel Johnson’s adage, “Only a fool
writes but for money.”  And when considering hiring someone to blog for you
it’s better to find the best writer for the money than the most experienced
blogger.

I’ll put aside the obvious argument that even if you bring in a veteran
he/she immediately becomes a blogger-for-hire by definition. Rather, consider
the notion that hiring a writer who specializes in your particular field
guarantees a short learning curve (something that this business climate of
immediate ROI shouldn’t shake a stick at), and that the blog will stay on
message.

That last point is more important than anything; stay on message.  You
can hire a blog writer who blogs till her fingers bleed.  Blogs about
everything under the sun. 

But if you do so, at the end of the day you’ll have a watered-down
blog.  Your readers won’t know what your blog’s about; let alone the search
engines.

At least by hiring a professional writer, one who writes for money, you
maintain control over your company’s messaging.  And if blogging
yourself isn’t an option, that’s the next best thing.