B-to-B Insights: Tips for Better B-to-B Blogging
Establish your tone. Magazines have their editorial voice. Even with multiple writers, it's consistent from issue to issue. Your blog needs its own consistent voice. The key word here is "personal." Your blog should sound like it's written by a person, not a corporate committee. Give opinions, make predictions if you like. But above all else, tell stories. Write in the first person if appropriate, using "I" or at least "we." No matter how buttoned up your company image is, speak like a human being.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
