Considering Starting a Blog?

By Rachel Kerstetter, PR Engineer

John and I presented a webinar awhile back, at the request of a client, about blogs. When it comes to blogs, the most frequent question we get is:

Should we start a blog?

It’s important to analyze the goals of your organization’s overall marketing plan to see if a blog fits into it. A company blog, like any other communication initiative, is a commitment. Blogs overall take time and energy to run, but they can provide a great payoff if they’re done well.

Here are 5 key questions to ask when thinking about starting a blog:

  1. Who is my audience?
  2. Who else is competing for my audience’s attention?
  3. What will be the blog’s focus?
  4. What are the goals for the blog?
  5. How will these goals be measured?

If you have those answers established and decide that a blog should be a part of your marketing plan, check out the presentation from our webinar below, or watch it on YouTube to get more information on the ins and outs of getting a blog going. And of course, our team is happy to help you get a blog off the ground as well!

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Corporate Blog: Make the Most of Them

I can’t tell you how many corporate blogs I’ve been on that are treated as just another venue to sell product or try to pump up stock prices. They just don’t get it and wonder why blogs aren’t working.

Companies need to learn it’s not about them anymore, it’s about your customers. They call it social media for a reason – because it’s about people.

If companies want to have a successful blog they need to deliver relevant content that talks about ways to solve your customers’ problems. They need to deliver it in a conversational (human) way using terms that their customers are familiar with.

It’s all about people and that’s why it’s called social media, not marketing media.

A recent post by Chris Baggott, How to make the most out of your corporate blog, highlights ways for companies to be successful:

  • Research the key words that drive your business.
  • Create titled, individual blogs for different market segment and target those key words.
  • Encourage employees to create content.
  • Solicit feedback from your customers.

In other words, do your homework and think strategically. Business blogging is a way to make your customers/searchers happy they found you because you have answered a need.


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