Whats the blogging point? Seven reasons to blog
one reason to not
August 17, 2011
Toronto, August 17th, 2011 Many individuals and organizations have jumped on the blog bandwagon. Most of them do not even know why. Deciding on a strategy helps clarify the reason for the blog itself and gives focus to the writing.
"There are a number of reasons to start a blog," says Randall Craig, social media and web expert and author of the Online PR and Social Media series. Craig shares a few of these reasons below:
1. To connect the CEO "directly" with clients and prospects. It takes time to build a following, and to be effective it needs to be part of an overall strategy to expose/brand the CEO. Otherwise it is just an exercise of ego.
2. To communicate with a specific stakeholder group using a channel they prefer. "Over time, people's delivery preferences have changed from hard copy to digital," says Craig, "There is a growing number of people who appreciate the interactivity that a blog can provide."
3. To cement your reputation as an authority in your field, or to do so at the corporate level. Blogging for the purpose of building an expert reputation requires two things: constantly sharing value with your audience, and actively engaging in conversations with them.
4. To become a source for original thought and commentary. This suggests writing a blog that provides insights on news, issues, and trends. It would encourage opinions and reader interaction.
5. To become the go-to source for updates in your field. A blog with this strategy would aggregate up-to-date news items, and link to the original sources for more details. In effect, an "editor" role would be taken, accumulating relevant content for the desired audience. There may or may not be interactivity.
6. To provide updates about your organization. This type of blog would include repurposed press releases, and product announcements. "A common choice for corporate blogs, " adds Craig, "this is just a warmed-over "broadcast" marketing strategy from 1973."
7. To foster discussions for new product development. This type of blog would allow you to solicit new ideas, and test-drive new concepts. A risk of this strategy would be the information it provides to the competitors.
One reason not to start:
1. To keep a personal diary. Blog software is an easy way to do this, but this option has little value for a business.
A blog's intent can be a combination of these ideas. There are also dozens of other possible reasons. It's important to find the right one. If the reasons aren't compelling, then stop blogging altogether.
Adds Craig: "If the blog is already established, look back over the last six months, and objectively ask what a reader would "say" the intent appeared to be. If there is a difference between what you intend and what you've actually written, then make a change. If you don't yet have a blog, choose your intention before anything else."
Since 1994, Randall Craig has advised corporate America on web and social media strategy. He is the author of six books including the newly published Social Media for Business and the Online PR and Social Media series. More information about Randall Craig can be found at www.RandallCraig.com.
For more information contact:
416.256.7773 x101 / Randall@ptadvisors.com
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