Two of my favorite bloggers, Michael Gass and Chris Brogan wrote blog posts prompted by a blog post from Jason Falls. (Can you follow that? It almost sounds like a middle school chain of gossip. But it’s not.) All three posts make great points about corporate blogging in general. It seems that many corporations are investing less time in their blogs and many agencies are following suit, saying they are too much work for too little results.
Well duh! Most agency blogs aren’t all that great. Both Gass and Brogan point out that most blogs have no strategy behind them and that nobody likes to read self-serving posts. We agree. We also think that agencies generally have horrible websites too. I think it’s because as creative people our own websites are a great place to turn the creative faucet all the way to high. This sometimes leads to beautiful, oddly-functioning, hard to navigate websites. Also, agencies often flock to the latest, newest, shiniest tool and get bored quickly with “old” (as in 6 months old) stuff.
We continue to advise our clients to blog and to (gasp!) publish e-newsletters. They work. But you have to be willing to share what you know. Remember, you can talk all day about what you know and a good prospect will recognize that it’s better to pay for your expertise than to try to figure out how to do something for themselves. If they’re a DIY kind of business, they’re not a great client anyway. At least not yet.
Don’t give up on blogs. They’re great for SEO. They’re great for forcing yourself to read and write on a regular basis. They demonstrate expertise. And they do work!
Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.