So what should you be writing about? Even experienced bloggers run into writers’ block sometimes, and it can be difficult to come up with new ideas on a regular basis. Here are some suggestions to get you started:

• What’s new? Discuss new developments or products from your company. Try to make these posts a little more personal than a press release. Share a bit about why your company is moving in a certain direction or the inspiration for a new product.
• Respond to news stories from within your industry. If people are on your website, they have an interest in what you are doing, and as such may be interested in other aspects of your business. If you read trade publications, pick a recent story, summarize it and add your comments.
• Ask questions. Try to generate discussion, or look for feedback on a promotion you’re running or a new product. If you ask questions that invite lots of answers, you can get your readers to link back to your blog post on other sites they frequent, which means more exposure for you.
• Find out about other businesses that relate to yours, and see if they blog as well. Commenting on other blogs is a great way to get your name out there and get people interested in your blog, so you need to spend some time reading as well as writing.

The more content you add to your blog, the more likely people will keep visiting your site. Keep your blog professional and interesting, and be sure to link your blog to the rest of your Web presence. You can add your blog posts to your business Facebook page, link to Twitter, and add it to your email newsletters. A blog can be a great way to spark people’s interest in your company.

Post regularly, or else people will stop checking your blog. You should be posting at minimum once a week, although try to work up to posting more frequently than that. Two or three times a week is good, but once daily is ideal. Keep in mind that if you are posting that often, it can become quite time-consuming, so be prepared to spend time on your blog or have someone else help you out so you can focus on other things.

While you should be posting on a regular basis, keep your posts short. It’s better to post three or four 500-word entries than one 2,000-word entry. Most people start to skim when you post long blocks of text, so if you really have a lot to say on a subject, try to break up your posts into two or three pieces and post them as a series of entries (like this one!). If it’s a very interesting subject, people will come back to read the rest. On a similar note, stick to one subject per entry; you don’t want to seem like you are rambling and focusing on one thing helps to keep you on track.

Something that may help you when you are starting out is to schedule your blog posts. Maybe inspiration strikes, and you end up writing furiously all night about various topics. Or you know you have a really busy week coming up and you have carved out a block of time on the weekend to get some writing done. You can easily write one or more posts and change the publishing date and time so that your posts go up at a set time instead of the moment you finish writing. In most blogging programs like WordPress and Blogger, there is an option to publish your post immediately or to pick a time, and using this option can free up your schedule or can help maintain your posting frequency when you are away on business or taking a vacation.

Check back on Friday for some blogging ideas and inspiration…

If you don’t update your site on a regular basis, people aren’t going to keep coming back. Obviously, you don’t need to revamp your entire website every few months. But you should definitely consider adding content that will generate interest and can be updated regularly. The best way to do this is to have a blog. Although writing may not be your favourite thing to do, there are still options available to you. Some freelance writers specialize in blogging for other companies, or perhaps one of your employees has a flair for words and would like a new challenge.

The most important thing is to find a good voice in which to write. Ideally, you will have a balance between professionalism and personality. You don’t want to ramble on about things that aren’t relevant to your company, but if all you do is reiterate press releases, people aren’t going to stay interested for very long. This is especially important if someone else is doing the writing; you need to make sure that you are comfortable with the way the business is being portrayed and make sure that either you make it clear that someone else is writing on your behalf or that the writing is done in a voice very similar to your own. You don’t want someone to read your blog and then meet you and feel a disconnect between your blog writing and your personal communication.

Make sure you respond to comments, but don’t spend too much time responding to everyone. You need to show that you are paying attention and that you care what people are saying, but you can easily get sucked into a discussion (or worse, an argument) if you spend too much time replying to everyone. You will definitely get better feedback from your readers if you seem to be interested in what they have to say. And be sure to moderate your comments; many blogs have spam filters that  you can use, and there are also options to hold comments for your approval before they are posted on your site. This might be a good idea, especially at first, so you can set the tone of your blog.

Come back on Wednesday for Part 2 of this series, in which I will talk about scheduling and keeping yourself on track.

• LinkedIn: I must admit, I should have joined LinkedIn ages ago, but better late than never. LinkedIn is basically a networking site for business professionals. You invite people you know (classmates, colleagues, clients) to join your network of connections, and then you can ask them for recommendations, let them know when you are looking for work, and search their connections for other networking opportunities. This is really useful site if you are self-employed or work for a small business, as it makes it much easier to connect with others in your industry, which can be difficult if you are usually working alone like I am.
• Consider adding a Facebook page for your business. A huge chunk of the population is on Facebook, and it is relatively easy to get started and build a following amongst friends and acquaintances for your company. Having a page on Facebook is a quick and inexpensive way to get in touch with your customers, announce promotions, and get feedback. Facebook also allows you to create ads that you can target to certain groups of people and their ad rates are fairly reasonable. One word of caution: it can be easy to overwhelm and annoy your Facebook fans if your posts are taking over their news feeds. The last thing you want is for people to ignore you or “dislike” your page, so keep your posts relevant and try to limit your posts to one or two a day, if that.
• Twitter is a site that, like Facebook, I have talked about before. But I think it’s worth noting that Twitter has a number of applications specifically for businesses that can really help to promote your brand. You can search for mentions of your company, and many regions have local trending topics so that you can see how well you are reaching your customers and potential customers. Also, Twitter offers advertising such as Promotion, where your business can start a trend and have it listed at the top of the Trending Topics list, or you can have your account Promoted so that it is recommended as one to follow. If you are new to Twitter, here is a link to their list of best practices. These are great tips not only for how you advertise your business on Twitter, but good to think about as you publicize your brand anywhere on the Internet.

There are so many ways you can drum up interest in your brand and your business online, and it’s definitely a good idea to draw up a strategy to help you plan your marketing efforts. Hopefully these resources I mentioned will get you thinking about how to promote yourself. What are your favourite tips and tricks to get people interested in your company?

A little backstory for those who are unaware of the situation: Google began scanning and digitizing books from several libraries back in 2004. The goal was to allow the texts to be searchable on Google, and also for Google to be able to sell ad space on the same page as the text. The Authors Guild sued Google, saying that the practice of scanning books that were out-of-print but still copyright-protected contravened copyright laws in the US. A few years into the case, the Authors Guild agreed to a controversial settlement that would have allowed Google to continue with its Google Books project. The settlement permitted Google to have control over orphaned texts, which are books with no clear copyright holder, and as such those books could be displayed alongside books that are in the public domain (whose copyrights have expired). A number of authors and companies objected to the settlement, saying that it paved the way for Google to have massive control over these books and would essentially create a monopoly, since companies like Amazon and Microsoft would have to license these books from Google.

The New York judge who rejected the settlement said that the settlement “…would give Google a significant advantage over competitors, rewarding it for engaging in wholesale copying of copyrighted works without permission, while releasing claims well beyond those presented in the case.” So for now, at least, Google’s scanning and digitizing of books is on hold, until a new settlement can be reached and approved (or forever, depending on what happens next).

So what does this all mean for the reading public? I know there are probably a number of people who are lamenting this decision, because it means that they will not be able to access some of the books they want to read, or perhaps they feel that Google Books would have allowed them to discover new authors without having to shell out any money. I do agree that books in the public domain should be accessible to everyone, especially in light of recent budget cuts to libraries in many countries (the UK is a prime example). But at the same time, I really don’t like the idea of Google brazenly copying and scanning books without having to get permission from the author first. The settlement was based on an opt-out policy, which meant that Google had control over texts until the copyright holder got in touch with them and told them otherwise. With an opt-in policy, something the judge suggests in this case, authors would sign up to have their books scanned and digitized, and this idea seems much more amenable to me. Of course, the opt-in policy is much less attractive to Google, because it removes the orphaned books which could be quite lucrative.

There is obviously much more to come in this story, and I for one am curious to see how (or whether) the Authors Guild and Google can come to a resolution. What do you think? Did the judge make the right decision? How do you think the publishing industry should proceed in this relatively new age of digital books?

• The Great Movies by Roger Ebert: Roger Ebert is easily my favourite film critic. Not only do I often agree with his opinions about movies, but even when I don’t, I still respect Ebert’s thoughtful, passionate and interesting reviews and essays. The Great Movies is a collection of essays that celebrate some of Ebert’s favourite films, and reading this book made me want to watch or re-watch all the movies he talks about. Film criticism is a field that has changed dramatically in the last few decades, and many critics now don’t write with the same depth or love for their subject. It’s great to read about films with someone who so obviously enjoys the medium.
• Stitch ‘N Bitch Superstar Knitting: Go Beyond the Basics by Debbie Stoller: I am not necessarily an expert knitter, but I am an extremely enthusiastic knitter. I learned 6 or so years ago and have not really stopped. The first Stitch ‘N Bitch book is an invaluable book for beginners; Debbie Stoller has a way of writing that speaks to me, and the instructions and tutorials in that book made knitting a lot easier for me. The latest book in her series is for intermediate to advanced knitters. There are a ton of techniques included in the book, like entrelac, knitting with beads, and designing your own sweaters. Most of the knitting books I own are pattern books; I flip through them looking for inspiration. I read this book cover to cover and know I will go back to it many times as I progress as a knitter.
• Shades of Grey by Jasper Fforde: I was not sure what to expect when I started this book. I have read all of Jasper Fforde’s previous novels (he writes the Thursday Next series and the Nursery Crimes series, both of which I highly recommend). This book is decidedly different in tone, and I must admit that it took me a number of pages before I felt engaged in the story. But once I got there, I was hooked. A darkly funny novel that takes place in a strange dystopian future where Something Bad Happened and society is now a hierarchy based on which colours you can see (purple being the highest on the totem pole), Shades of Grey is both comic and bleak, romantic and mysterious. I was completely captivated by the characters and was sad when the book ended. Luckily for me, there are two more books planned in the series and I can’t wait to find out what happens to the characters.

Well, those are some of my recent inspirations. What are yours?

1. Before you do anything else in the morning, open up the files you are working on. Whether I am editing a document or trying to get something written, I find that I make a lot more progress if I open all the files I’m using as soon as I turn on my computer. That way, even if I open my email, I can see those files I should be working on, so it forces me to stay focused.

2. Try to give yourself a block of time without distraction to do the bulk of your work. Sometimes for me this means I get up very early or stay up late so that I can concentrate without worrying about making lunch or answering toddler questions. I find this step to be especially important when I am feeling a bit of writer’s block or am stumped over an editorial call. A little bit of quiet time allows me to really pay attention to the work I’m doing and lets me use my time more efficiently.

3. Know when to walk away. If I have been staring at the same screen for ten minutes or so without doing anything, I know that’s a sign that I should get up and walk away from the computer for a minute. Sometimes all I need is a quick walk or to grab a drink of water to allow me to get back on track. I find that when I come back to my project, I am refreshed and can apply myself better to my job.

These tips aren’t exactly rocket science, but I surprise myself with how often I forget that I do much better work when I can fully focus and commit to the project at hand. Hopefully these tips come in handy the next time you are feeling distracted.

I think one of the hardest things (for me, anyway) about writing is finding the right voice, or tone, for your writing. Especially over the Internet, it is often difficult to convey any sort of nuance in your writing. So you need to make sure that your personality comes across without alienating people. This is doubly important if you are writing something for your business. It is so easy to lose a customer before they even contact you, because if they don’t like what you are saying, or the way you are saying it, chances are they aren’t going to waste their time getting in touch. So, here are some things you want to think about before you start writing:

• Who is your target audience? Are you writing for friends, for business colleagues, for clients? Once you determine who is most likely to read your writing, you can decide whether you want to sound more formal or conversational, and whether you should keep it very serious or whether your audience “gets” your sense of humour. Unless you are a comedian, and even then it’s iffy, you should probably limit your jokes.
• How much is your audience going to read? Will they hang on your every word, allowing you to write long, complex paragraphs? Or are they just skimming your writing looking for an interesting tidbit here and there? Try to give your audience what they want; you may love writing, but if no one wants to spend the time reading it, your efforts are wasted.
• How much do you have to say? This is especially important if you are blogging. Don’t commit yourself to posting every single day if you don’t have anything you want to talk about. Your audience will be able to tell if you are just filling up space. Try to make sure your posts are relevant and timely, and if you really don’t have anything to talk about on a given day, wait until inspiration hits (or better yet, find something to inspire you) rather than rambling on.

I am going to try to follow my own advice, and hopefully I can make this blog something interesting for my readers. Until next time…

1. The Yarn Harlot: Stephanie Pearl-McPhee is a Canadian author who writes about knitting. Not patterns (although she does occasionally come up with one), not instructions on how to knit (although her book Knitting Rules!: The Yarn Harlot’s Bag of Knitting Tricks does have some great tips), but how knitting is a lifestyle and the quirks and fun that come along with being a knitter. Her blog is great because it’s funny, it is insightful, it is well-written, and it does what it sets out to do: it is about knitting. Tip: Sometimes random thoughts and posts have a place in your blog, but it really helps if you are writing as part of a larger theme. Not only is it great for your readers, who know to check you out because they are interested in the subject you write about, but it’s also good for you to have something to focus on, rather than going off on tangents that your readers may not care about.

2. Nine Inch Nails: Although Trent Reznor (the man behind the band Nine Inch Nails) does not post every single one of the entries on his blog, he does contribute most of them, and it’s a great blog to check out. Along with the prerequisite upcoming album and concert information, Trent also writes about his musical process, ticket prices, and goings-on in his life. He posts lots of pictures, answers some fan questions, and lets his audience get a glimpse into his life. It’s a great site to browse through if you’re a fan, and a good place to see a nice mix of personal and professional information. Tip: Try to post a picture whenever you can. Sometimes a couple of images can express your thoughts much more clearly than a lot of words.

3. Neil Gaiman: Gaiman’s blog, in my opinion, is the pinnacle to which all bloggers should aspire. Not only is his blog amusing, it is educational, it is original, and it is big. Neil has had an online journal since 2001, and shows no signs of slowing down. He writes about his own writing, answers questions from fans in every post, endorses fellow writers whose work he enjoys, and talks about pop culture in a very intelligent way. Gaiman’s blog also links to many other interesting websites, so what sometimes starts as a quick glance at his website can turn into hours of surfing through the quirky and eclectic links that are posted in every blog entry. Tip: If people are commenting on your blog, try to answer them. You may not answer every question, or respond to every comment, but people really appreciate it when they feel like there is a genuine connection to the blog subject they are reading about. If you can honestly and sincerely respond to some of the queries and comments you receive, it can go a long way toward creating a rapport with your readers.

Hopefully this short list of blogs will inspire you to find some favourites of your own. May you be inspired to create a great blog that we will all have the pleasure of reading, although at the rate Twitter is expanding, blogs may have no usefulness in a few years…