All too often people or companies start up a blog with out really thinking through what they plan to do with. The ease of blogging and the lack of information available makes this an easy mistake. After all most people will tell you that all you have to do to start blogging is head over to Blogger, Wordpress, or Typepad and sign up. Sure, that can get you started but it would get you an effective blog.

What is your blog subject?

I say subject because you really need to focus on your topic. Many times new blogs become about a very broad range of topics rather than focus on the particular niche of content that is going to produce the greatest results.

If you try and become known for your great product, don’t dilute the focus of the blog by splitting the focus by blogging about great project management.

Now that isn’t to say you can’t write about other topics, but really try and focus the content on your niche. People will start reading if you have great content in one area, rather than good content in seven different areas.

Come up with a name, and URL

I say URL over a domain because in a lot of cases it makes sense to have the blog hosted on another website (for SEO and link juice reasons). However you should still try and think of a name for the blog for branding sake. It is easier to remember and converse about a blog with a name, rather than saying “So and so’s company blog.” The URL should reflect that name (either as a subdomain or subfolder).

The name should reflect the topic directly. If you were to just hear the name of the blog it should give you a pretty clear idea of what the topic of the blog is.

Think about the blog “personality”

This will play into the tone of voice that you are going to use, the type of posts you will do, and how the blog will look. Is your blog funky, fun, bright? or is it traditional, subtle, clean? The personality should reflect the name, and focus but there is some room to push the boundaries a bit here.

People read blogs for the content but also for the personal true connections. So it is important that you express the personality well, failure to do so could prevent any sort of real following to build up as it will seem unauthentic.

If you are working for a traditional advertising agency, it is time to quit your job. No we are not being bold, we are giving you some sound advice. Many of the large agencies are simply adapting… way… too… slow. They are sitting around brain storming the next 30 second spot, maybe they are even trying to be progressive and have hired an “interaction designer” who is hot with actionscript. It is too late however, they will not last. Mark our words.

The fact of that matter is that people are fed up with advertising in every way, shape and form. TV commercials are edited out with TIVO, banner ads are blocked or ignored, peoples spam filters catch that most recent mailing campaign you sent out. Don’t even get me started with direct mail and how much of that ends up in the trash.

I have yet to even mention how YouTube is slowly replacing TV and how online media is replacing print and print advertising. Podcasts are going to out run radio, and e-mail an online transactions will render most mail useless. Our traditional methods of connecting to consumers are failing, and the methods in which we try and target them will only become more and more obsolete. People do not want to be sold.

So what is replacing advertising? Simple… content.

Content is king, period. Great design can make up for weak content, but MySpace is a great example about how a site that is content rich can be fugly as hell and still be successful. Brands need to forget about their next big TV campaign, think about how you can offer consumers content that they will seek out. Instead of trying to shove your message in their face, create a message that they will want to find.

The smart brands are already doing it, whether it is a wealth of content about parenting by a company that sells diapers or legos builing a whole community of content around their product, some brands “get it.” People online are always searching for relevant content, these companies have found out how to advertise them with value rather than tricks or interuptions.

There are thousands of ways to create real value to consumers, and it is no secret that we think blogs are a great way. Don’t limit yourself or your company however. Simply sit down and think about what you can offer your consumers, and you will quickly find a long list of methods to offer said content.

Forget about the thirty second spot. Delete your banner templates. Throw away your ad rate cards and media kits. Think about value, the ROI and attention you get will shock you.