A few weeks ago I wrote an indepth article for Social Media Examiner called 8 Keys to Blogging Success. I’m breaking it up into bite sized pieces and going into some more detail so that we can talk about this.

Are you thinking about starting a blog?

In case you’re on the fence consider this: Blogging is one of the hottest ways to build business online.

It’s changed considerably from the early days of “dear diary” and “angry conspiracy theorist” blogs. Even Time Magazine has started honoring their “Best Blogs” of the year.

This is great if you have unlimited resources and time, but I suggest you stop and ask yourself:

#1 Am I passionate enough about my business?

A designer friend told me last week that she talked a prospective client OUT of a blog design because the prospective client’s heart wasn’t really in it.  Not only is my friend Elaine Biss wildly talented, but she’s also ethical and smart. She knows that you can’t be happy with something you didn’t want in the first place. Clever, clever woman!

In The New Rules of Marketing & PR, David Meerman Scott urges would-be bloggers to “be passionate about and want the world to know about” their subject. If you need copy written for a corporate blog and you don’t have a fire in your belly for the subject matter, delegate to or hire someone who does.

Even if your business is extremely traditional, readers expect some degree of humanity. They want to know that these posts aren’t generated by a soulless office drone trapped in a cubicle who also writes for 12 other blogs… and gets confused.

Tomorrow we’ll cover the second key to Blogging success.