Do you know what I think most business blogs are missing? A clearly defined key post that explains:

• what the blog author’s core message is
• what the blog author’s story is and why they are blogging
• what the blog author really values and cares about
• what the blog author gets angry about

I call this Cornerstone Content. Others call it pillar posts, flagship content, core content.

It needs to be featured on special stand alone page(s). You announce it in a side-bar notice and link to it so that first time visitors know exactly where they can read your cornerstone message.

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How can you create better business blog posts? This isn’t always easy to do. How many different ways can you write about your expertise with enough pizazz to create buzz or at least a few reader comments? Here’s a suggestion:

Go negative. Take something someone said and rigorously disagree with them. People love reading an argument. It’s human nature. But there’s a right way to do this…

Easier said than done if you want to maintain good relationships with colleagues and peers, if you ask me. One person who gets it right is Leesa Barnes, Podcasting Expert. Last week she disagreed with someone over the environment. I thought I’d share this excerpt and link to her post. She knows how to "go negative" in a way that is cool and stirs up the conversation.

Today, April 22nd, is Earth Day and I’ll be honest. I don’t care about the environment. Actually, I do care about the environment, I just don’t care about all the hype surrounding it. It seems that people care about the environment only when it’s cool to do so.

Read her full post and then see how you can use  negativity to create an interesting post for your readers. Of course, you can always disagree with me and start an argument about this…;-)