I have cheese in my refrigerator that’s older than the world wide web. A Brit physicist is credited with having invented the world wide web fifteen years ago today, August 6th 1991. That was 15 years ago right now. You have to agree he’s a smart guy: Sir Tim Berners Lee now lives in Cambridge, Massachusetts. If you’re old enough, think back to when web pages first came along and www access started to happen. In my agency, my lieutenant’s argued in favor of having one PC dedicated to internet access. We didn’t want people wasting Agency time.

That’s where we started. We were soon over ruled. We were stupid; we lacked vision. We kept influencing the influencers. Others outdistanced us. Then came brochureware web sites. We did that. Why? Because we were stupid and we lacked vision. Competitors beat us to the more active website advantage. We kept influencing the influencers. Now comes bloogging, webinars, wikis, scocial networks, communities, online properties, pay-per-click options, Skypecasts… and this time, thanks to my partner Alex Neihaus and a great team of people, we’re there. We think we’re first. We think you should be, too. After 20 long years influencing the influencers, this is the most excited I have been about a new set of commicative technologies in my entire career. Now we can do more, in less time, to touch more end customers with more relevance than ever before.

I write a corporate blog that is reaching 90,000 people a year in 100 countries and I don’t need to influence any gatekeeper to run the message. I write the blog post drafts every morning, and by mid-morning they are reviewed, edited if necessary, and posted. The content is fresh every day; the entries are timely because they’re based on current events and competitive reactions; I leverage the client’s news, present the management’s views and visions, and readers come because the content is authentic. You can do this for your company. Or you can wait and continue spending all your time and money influencing the influencers. Here’s a news flash: you’re an influencer… and we can show you how to optimize this very special, very temporary advantage.

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It’s Sunday night. I have a three year old daughter. Her name is ‘Her Majesty.’ Enough said? So long story short is I’m wasted. This will be short and sweet. It’s about how to spend 30 days prepping for a corporate blog:

1. Get senior management on board. If they’re not behind it, you’re doomed. If they are behind it, go faster. Blogging is a long, labor-intensive effort. If senior management isn’t behind the tactic, you won’t get the support you need…

2. Figure out your main theme and find 25 supporting messages underneath the main theme;

3. Determine in advance the competitors you want to target and on what basis they are vulnerable;

4. Give someone inside the role of reveiwing every post for continuity and total, professional presentation of every blog post… make them responsible for daily review and timely posting and monthly reporting of stats, events, and breakthroughs;

5. Determine if others will be authorized to contribute and, if so, how (through what process);

6. Invoke analytics… it is the only wany to know what’s gaining traction and what’s a waste of time;

7. Prepare to register the blog with various services that track and optimize blog visibility;

8. Establish a look and feel to the blog… how long will the typical posts be; will graphics accompany most posts?

9. What’s the right frequency… once a day, three times a week?

10. Who are the most infleuntial bloggers you need to reach?

11. I know, I said ten, but I lied. Number 11 is: Let it rip. Don’t marry it; don’t worry it to death. Just do it, watch it, stick with it, and evolve it.

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