The always-excellent Creativity Factory blog touches on an idea so obvious that I’d wholly overlooked it.

As a copywriter who is actively pitching blogs to clients (and prospects), I’ve taken it for granted that enthusiasm and knowledge were part of the equation.

In essence, you wouldn’t build a blog and then fill it with content written by a know-nothing lacking in passion. Would you?

Shared Passion – It’s Really the Point

Demonstrating a shared passion with customers is one of the unique benefits of a business blog. Passion fosters community, and turns one-time customers into lifelong customers – who turn and advocate your products to their friends.

Without it, your interactive, engagement-marketing media channel becomes nothing more than a conduit for corporatespeak and lame PR.

A waste of the investment, and a recipe for reader disaffection.

The Voice

A blog – one that wishes to truly engage readers – must have a singular voice. That’s not to say that multiple contributors aren’t a great idea (they are). But one voice must predominate and connect with readers, and connection comes only when readers realize the existence of shared values between company and customer.

Passion? A brand’s biggest asset – one that shouldn’t be squandered by a business blogger lacking in enthusiasm, vision or knowledge.
[tags]business blog, blog, business blogging, passion, engagement marketing[/tags]

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