Every Professional Should Be Blogging

There are so few reasons why every professional SHOULDN’T blog.

Maybe they don’t like their audience, maybe they don’t want success and maybe they like working far harder and more inefficiently than they’d like to. Whatever those reasons are, we don’t agree. Blogging, and its cousin content marketing, is one of the most effective ways to gain permission from your audience, help clients that don’t realize they need it and showcase exactly what you bring to the table.

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Permission Marketing
“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”Seth Godin

Most people want to buy our products and services, they just don’t want to feel like they’re being forced to. By staying in constant contact and sharing ideas with clients, customers, colleagues and even competitors, we’re forced to stay on the top of our game and have a cool ability to build off others’ attempts.

A steady stream of admissions, ideas, and opportunities will keep the permission spigot turned on.

Solve Unforeseen Problems
In Mission Impossible III, the bad guys hoped to profit from selling Bellerophon, the cure to deadly virus Chimera. Problem was, the bad guys also created Chimera. As get-rich-quick schemes go, this seemed like it had a good chance of success, but we don’t think problems need to be manufactured or even identified before they can be solved.

By regularly blogging about what you’re working on, what you think about it and what’s next for your company and industry, blogging professionals can likely see small issues that either can be fixed readily or can be applied to re-tool existing, inefficient processes. There’s a reason Silicon Valley companies are so successful; the lack of non-compete clauses allow ideas to flow and people to share (in real life, not just blogs, of course).

Expert Status
No one really knows what it means to be an expert. Is it a certain percentage of total knowledge about a particular subject? Is it knowing even a little bit more than everyone else? Does it require that you’ve done and shown your work?

Life is good for experts. People listen to their answers, invite them to speak and often pay them tidy sums of money for their insight. But how do experts let it be known that they are such?

We suggest talking about it. Perhaps they should try blogging.

Blogging Is Freedom

The world of social media changes almost daily. Consumers tire of ads on their walls, but they still seem to click. They don’t like interacting with brands on Twitter, yet that’s the first place they go when there’s a problem.

And every few months, someone claims that blogging is dead. We think they’re all crazy.

Handle The Truth
While it’s true the online world is ever-changing, it’s also true that the reason people write and read blogs, post on Twitter and share on Facebook stays the same. Whether you’re publishing vacation pictures from and for your family, posting a few thoughts on a recent conference or simply sharing a life story that happened to take place at work, humans are constantly searching for people to connect with.

We Have The Power
Therein lies the power in blogging: it’s a mostly informal, easily accessible and cheap (hard costs, not time commitments) way to share ideas, thoughts, plans, problems and emotions that people can identify with.

What Most People Say
“Why would I need to blog when I have Facebook, Twitter and maybe a website? People see my stuff, right?”

Sure they do. Problem is, you don’t know how or when they see it. An average tweet is gone in seconds. Facebook posts may last a minute in someone’s stream. And unless a web site is fantastic, your bounce rate is guaranteed to be high.

Could You Repeat The Question?
Blogs are your answer. Blogging gives anyone, whether you’re a CEO in an ivory tower or a marketing guy for a small startup, an equally large platform to share the stories that make up our lives.

And unlike Twitter or Facebook, we control our blogs. We can make them to complement our websites, we can make them stand alone. We can make them to allow comments, or we can make it so people can just read. Blogs, especially self-hosted ones, allow anyone to express their humanity in whatever way they choose.

Good Stuff Is Always Hard
So why don’t more people blog? Well, it’s hard to write every day. It’s hard to boil down thoughts into a coherent, shareable package. It’s hard to get over the nagging feeling that our lives just aren’t interesting enough to share.

Desperate To Connect
But what we too often fail to realize is that people desperately want to connect with the people behind the Twitter and Facebook accounts. People want to see beyond the Marketing and Legal Department approved website. They want to read real stories from real people about real issues that they too may face.

Hugh MacLeod says that “freedom is blogging in your underwear.” While we won’t assume to dictate what you should wear while blogging, the sentiment behind Hugh’s statement is solid. With only a computer and internet connection, any single one of us can express ourselves to nearly anyone in the world in a few minutes.

What’s the ROI of that?