Blogging for Better Business

Anne-Grete Belmadani, web editor at Bonnier Publications in Copenhagen, invited all of the company's employees to a blog course at the end of January: "What Makes a Blog Successful - And How Can Blogs Be Used to Improve at Your Job?"

"When we got a new and easy-to-use blog tool at Sundhed Online, where I work, it sparked the idea of presenting to everyone at Bonnier Publications how blogs can be used within the company and in a more strategic way," says Belmadani. "We wanted to get across that blogs are a simple and effective communication tool when it comes to communicating directly with customers. It's a unique possibility for creating better products that truly meet the needs of customers," says Belmadani.

There are a number of examples of how blogs are used within Bonnier Publications. "Customer service and IT, editorial and corporate management can all have business reasons for having blogs," says Belmadani. "You can also use blogs as a way of creating buzz before an event or new product is launched. The editor for an upcoming magazine can begin blogging six months before the launch about the articles to be published, what readers can expect and how the process is going until the magazine is out on newsstands."

Belmadani explains that interest in blogging is big in Denmark at the moment, which was apparent among the employees who came to the one-day course.

"We've clearly sowed the seed, our colleagues have begun thinking about how blogs can be used in public relations and communications strategies for their brands," says Belmadani. "There also have been a lot of people who couldn't make it to the meeting coming by our editorial desk to ask more about blogging. We're letting it be so it can sink in and start developing a little on its own among our co-workers, and when they've come further along we're ready to help them turn their ideas into reality."

Some blog tips from Anne-Grete Belmadani:

1. Content is everything.

Write what others want to read. You don't need to be a journalist to blog, it's most important to have good content. Provide tips and links! Take an extra moment before you push the "publish" button and ask yourself if what you've written is relevant for others.

2 Gather information.

A blog is a way to gather useful information about what others say about your company, your products and your operations.

3. Influence the public discourse - and set your own agenda.

By having a blog, you can create the debate yourself or influence what's already being said. Commenting on others' blogs is another way to be involved and having influence on the public discourse.

4. Develop relationships.

Blogging will help you create authenticity. It's about being real, and through a good blog you can cultivate valuable relationships and develop trust with customers which will give you useful knowledge for your job! Be personable when you write, but not too personal.