For years, now, I have beseeched all the executives and “knowledge workers” I know (that’s thousands) to blog, so please consider this as part of that campaign—with benefits (because this is a how-to post). Here’s why: In the Knowledge Economy’s pervasive digital networks, you are invisible unless you come across people’s screens regularly. And, while you are invisible, your potential business partners are seeing people who do flit across their screens. If you aren’t there, you are in a bloody ocean that gets smaller every year. Don’t go in, the water is not fine. Please understand that I’m stating this as a simple fact. I’m sure you’ve read books like The Long Tail, which describe how we are all publishers now, that is, those of us who decide to use the free tools at our disposal.
Blogging is 21st century thought leadership, which is table stakes in the Knowledge Economy. Your thoughts represent and “scale” you, so they help you to connect with people with whom you can collaborate to do meaningful things. Moreover, blogging software is the ideal heart of your social business ecosystem because blogs’ content is much easier to find than websites’. In addition, all blogging platforms are cloud-based and have RSS feeds for republishing, so it’s super easy and efficient for you to re-share your blog posts elsewhere—on LinkedIn, for example—automatically.
By the way, this post applies equally to individual executives and firms. It’s especially poignant to B2Bs.
