This is the second post that comes as a result of my visit to Atlanta.

During the "meet-and-greet" hour preceeding the actual meeting, I had a chance to dialogue with a marketing exec who worked for a company that produced products to help allergy patients. (I'm sorry I don't recall the name of the outfit.)

As the conversation turned to blogging - something that often happens when I'm around - the gentleman asked somewhat wryly, "How could a company like ours use a blog?"

Not being that quick on the draw, I stumbled around for an answer. I don't think I satisfied him either. Having had some time to think about it, should I cross his path again I could reply with something brilliant!

I want to couch my "brilliant" response to him inside a series of five blog writing guidelines that apply to anyone using blogs in a business context. Here they are...

Write authentically
What makes a blog a blog? It is the technology involved to be sure. But, more than that, it is the style with which a blog is written. Write from the heart. Don't use marketing speak. A blog post is not meant to sound like a sales pitch. It needs to have a genuineness about it that reflects the thoughts, feelings, and attitudes of the author. In blog terms that's known as "voice." And blogs need a strong voice.

First order of business with the allergy products company: Find someone within its ranks who feels passionately about their brand, their products, and most particularly the customers they serve, and who can articulate that passion to those customers. A critical key to successful blogging is finding the right person for the job.

Write routinely
Another unique characteristic of blogs is that they are routinely updated. I've talked about this in other posts so won't elaborate here. 

Write creatively
One question that always comes up is "What do I write about?" In the case of the company one way to answer that is by asking "What is the problem, and how do our products solve it?"

One post might be as simple as a comment and link to an article on WebMD. Another might be a reference to a commentary on the subject by a leading research scientist.

They could talk about the various kinds of allergies, what causes them, and available treatment options. That would give entre to talking about the benefits of their products.

Do consumers write in or call with comments or questions? Use the blog as a vehicle to address those. Testimonials from customers would be another great way to subtlely promote their brand. Even negative comments could be posted as these would give the company an opportunity to address the issues raised.

Millions of people suffer from allergies. Doubtless, many of them go to the web to research the topic and try to find solutions. Because a well-written, routinely updated blog can garner front page rankings on Google time and again, this company ought to realize the huge benefit blogging can give them in that respect. Blogs can give these guys "top of mind" status with allergy sufferers.

Write authoritatively
Write about what you know; what you can speak with authority concerning.

One benefit to blogs is that the medium can make one appear to be an expert or thought leader on a given topic or in a given industry. Rising head and shoulders above your peers is of great advantage. This allergy products company needs to realize that blogging is a superb way to lend credibility to its products and its brand.

Write conversationally
Blogs are by nature more informal than feature articles, press releases, or even commentaries. They call for a one-on-one conversational style. Write in such a way as to engage your costumers. Ask questions. Seek comments. Request feedback. Let your customers know you really want to hear from them.

A blog could really put a human face on this company, and help it posture itself as compassionate and caring about the needs of allergy sufferers. And, in the process, give itself strategic advantage in the marketplace.