Last week I encouraged readers with the repurposed adage, “Blog What You Know.” Because you serve a particular market and you work with a specific type of client, you have already gravitated to a niche within your industry. By writing along these lines and you will naturally be blogging what you know.

The follow-up advice is just as simple; “Blog How You Know.” This has to do with authenticity, with point of view, with voice. It is an established axiom in the blogosphere that corporations don’t blog, people do. And the people best equipped to blog are the thought leaders and subject matter experts. Furthermore, it is accepted custom that the tone of a blog can – and should – be less corporate sounding than other writing coming from the corporation. The blogger is free to express ideas in a less formal manner.

Reflect the authority you have gained, as a good mentor would. Write on pertinent issues from your unique point of view. Use the voice that is naturally yours. There is no need to be intimidated and no cause to be pretentious; just write authentically and you will be blogging how you know.

The Internet is a wonderfully synergistic and serendipitous place. On a mental break from preparing this post I came across this Twittered gem from Chris Guillebeau;

“Authenticity- you already have it. There’s no need to be anyone else, or anything less than you are.”