to blog or not to blog?
December 11, 2012
Last week we participated in a Vocus webinar, Marketing Metrics that Matter. While there was a vast amount of information and insight shared by presenter Gini Dietrich, one of the discussion points that stuck out the most was the benefits of blogging—a task we encourage all of our clients, regardless of niche, to add to their weekly digital marketing to-do list.
As we always anticipate, the response is luke warm. Why? Because the value of blogging is still unfamiliar territory for many business owners. And, because getting it right is also challenging. I know this because I am constantly swallowing down heaping doses of information about how to do it better. But, the one thing that I did have in my back pocket from the start, was an understanding that the only road to attaining stronger skills and insights (and to share them with our clients), was to start blogging (and reading).
So here’s what I know about why a blog works for a variety of businesses:
It demonstrates thought leadership
It can be used as an educational tool for readers and prospects who might want to know more about your products and services, but in a way that isn’t in-your-face sales hype. (Creating anecdotal “stories” that show, not tell, will help you win readers over.)
And, as these graphics below, taken from that webinar, will point to, a company blog can drive sales—niche depending, of course.
Why do we, as public relations, copywriting and social media specialists care so much about this?
Well, for starters, blogs are social media, and more importantly, because measuring brand awareness and the effectiveness of traditional PR is difficult (and not necessarily what those footing the PR bill want to hear) we are constantly in the hot seat regarding data-driven metrics. When we can prove that a well-written, relevant blog was widely read and repeatedly shared, and that this exposure led to new relationships and sales, we can stand tall in claiming that our efforts played a role.