The word blog is derived from 'weblog' - a web page with some clever formatting software behind it so that anyone (including you) can update it without being a technical whiz. In short, you become the chief editor of your own online magazine or resource.

In a commercial context, a business blog or 'b-blog' has powerful marketing applications which can provide the astute business with a fast and informal way to disseminate information to staff, clients and the media.

So what makes a good b-blog?

Whilst there are 80,000 blogs launched every day, a good proportion barely last three months. The reason: people don't effectively harness their power and quickly lose heart. You need to ask yourself a few key questions before you start:

• Have you got the time, energy and focus to keep a b-blog going?

• Who is your target readership?

• Are you prepared to integrate blogging into your marketing strategy?

• What do you want to communicate?

• When will the business see results?

• What do you want to achieve with a blog?

All valid questions which can help put you on the right road. Let's look further at the final question. Understanding what you want from your b-blog is crucial - do you want to demonstrate the business's expertise, or perhaps your own? Promote your products or services? Provide customers and prospects with news, announcements, updates? Build a community? A b-blog can do all of these things, and more!

So what makes a bad b-blog?

Whilst b-blogs can catapult a business to great success, they can also have their downsides if implemented poorly. Things to avoid are:

• Infrequent and uninspiring content - it won't get you anywhere. Blogs are only as good as the content you can upload onto them.

• Regurgitating old news.

• Using language your target audience does not understand.

• Using a blog as a 'hard sell' tool.

• Treating your readers with contempt.

• Telling porkies!

This tip is an extract of an article from EnterQuest's sister publication, BETTER business magazine. Subscribers to the magazine can read even more articles to help them run a better business, including:

Prepare for stormy weather. In times of economic pressure, businesses can not only survive but thrive. Bruce Townsend explains how you can grow your business with careful merchandising, good customer service and cost-effective marketing. (Issue 157)

Create your own checklist for success. If you are struggling to win sales, maybe it's time to look again at your approach. Robert Ashton offers some checklists to help you sell more and sell smarter. (Issue 152)

William, the Internet wizard! William Berry has been in business since the age of 10 - now he's one of the UK's top Internet marketing experts. Richard Reed talked to him. (Issue 155)

To receive a free copy of BETTER business magazine simply send us your name and address to enterquest@cobwebinfo.com, putting 'EQ magazine offer' in the subject box.