We all know the definition: blog is short for weblog. The standard definition also gives us a “what makes a blog successful” tip: a weblog is a “journal or newsletter that is frequently updated and intended for general public consumption”.

That “frequently updated” is one of the most important features of a successful blog. Without it (and certainly without quality content) the readers have no reasons to come back and you will not be able to build up a steady community.

A business blog needs a steady community because this community, through word of mouth, linking back to your site, bookmarking and other “techniques” (I fail to find the right word for it) will generate buzz about your business, boost your online popularity and even raise your credibility as a professional (including the credibility of your brand).

A blog says a lot about its author. People will be able to discover your personality by the way you write, by the way you answer to their comments, through the comments you post on other blogs, through the way you interact with them in blogger communities and other social media communities.

Look at your business blog like this: that virtual conference room where you expose your ideas and then gain important feedback from your colleagues.

I’ve started eWritings to inform my clients about the latest SEO trends, about what happens new at Pamil Visions and to share my knowledge. The blog pushed my business to the next level, enabled me to learn even more about the Web, and even brought me the most valuable gift of all: friends. Yes, friends. It is not difficult to know when a blogger is your friend. You have respect, you learn how to respect, you learn from your mistakes… you learn from the mistakes of the others…

But I will not analyze what this blog has done and it’s still doing for my business and me. I’ll introduce you to another business blog and I’ll tell you what I think about it. So let’s analyze Future Steel.

Obviously a business blog perfectly integrated in the overall design of the main site (unlike eWritings which is using a free Wordpress theme). The most recent entries have so much to do with steel as cactuses with balloons. But this is not necessarily something bad, because it brings a personal touch in what would otherwise look like a cold corporate blog. Besides, these entries tell us something about the author: he or she likes outdoors activities.

I wrote “he or she” because there is no indication on the site about the identity of the author. None. Even on the about us page we meet the director without name. Yes, we meet him. Or maybe not? There is a picture of a middle-aged man there who really looks like a director. Could he be an istock persona?

I have no real reasons to believe that Future Steel is not a legitimate business, but the absence of a person to talk to “in case of…”.

The company takes pride in its knowledgeable building consultants. Maybe that’s the reason why they keep them hidden? Are they afraid other companies will make better salary offers and steal them away? What do you think? Should the identity of the blogger be missing from a business blog? Is it OK to replace the name of the director with an indecipherable signature? Would you trust such a company?


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