By S. D. Farrell

Not too long ago, blogging was for kids. Only youngsters were interested in posting the minutiae of their daily lives on an online forum for everyone to see. Besides, starting a website was complicated, and the pre-packaged communities out there weren’t friendly to business-related content. Now, all of that has changed.

Led by pioneers in the technology world, blogging has become respectable. Some people use it for citizen journalism. Blogs have helped shed a light on areas of the world in turmoil. And professionals like you use blogging to show their colleagues, friends, and even the boss that they are ready to take on big industry challenges.

When you’re recognized as an expert, your opportunities for professional growth go well beyond the office. You have the chance to network with others and access the thousands of jobs that are never posted. You can parlay your expertise into other income, too: Speaking, writing, and much more. But while you’re employed, your company benefits from your image — as long as you are able to keep it clean and professional.

Starting a professional blog is most valuable for entrepreneurs. At the start of your business, you have complete control over your image. Over time, you will build a brand that comes to include customers’ expectations. But at the outset, you can influence those expectations by staking out a claim on a niche and demonstrating expertise. Here are some things to remember about a blog for your business.

1) It Isn’t About You: At the beginning of your blogging endeavor, you’ll have to figure out how much of your personality should drive your posts. Plenty of bloggers show their character in their posts — but just as many try to step out of the way and let their blog be the “voice” of their business. Either way, you should avoid posting funny photos of cats or talking about anything you wouldn’t want your colleagues and future clients to know.

2) It Is About Customers: Whether you’re an entrepreneur or currently employed, you have customers. In the latter case, your customers are your current industry contacts and future employers. Blogs are most valuable to the audience when they offer information that only the expert author can provide. Structure your posts around the latest issues in your industry and you’re more likely to get a readership.

3) It Is Hard to Get Readers: Promoting a blog is just as hard as promoting a regular website. To make your site more business-friendly, post about your latest updates through your LinkedIn account. Include your website address on your business cards and resume. And, perhaps most important, don’t stop at ordinary blog posts — build a portfolio of your work and successes, to the extent you’re allowed.

4) Stake Out a Professional Tone: If you’re currently employed, you’ll have to be aware of the rules surrounding disclosure and professional behavior at your company. While employees have gotten in trouble for blogging before, this was generally for unsavory behavior. However, you should take precautions on what you say about your own brand and its competitors. Harsh words can come back to haunt you.

5) Check Your Industry Pulse: If you’re in information technology, you’ll often have more leeway in what you post. That’s because blogs are being recognized as a legitimate professional development activity among technology innovators — part of building and sustaining the corporate brand. If your industry is more conservative, take that into account in the way you structure and promote your site.

6) Go For It: If your industry is on the conservative side and doesn’t include many bloggers, then you there may be an information gap there you can fill. By starting off slowly and building your efforts consistently over time, you can achieve a loyal following that might open doors for you as your career progresses.

S. D. Farrell is a Certified Advanced Resume Writer, career development author, and speaker. He has placed hundreds of job seekers during the recession, helping IT pros from entry to C-level achieve employment at Tech 100 firms like Google and Amazon. Get tips on information technology resumes by this author at his site, Career Excellence Advisors.