Lee Odden

No Blog? Missed Opportunity

Yesterday one of our account managers emailed me about a very nice hit (mention in an article) for a media relations client (way to go Bill!) in a prominent technology publication. This pub has an online version and the topic was pretty provocative.

I did a quick search on Google blog search and noticed a significant number of blogs buzzing about this topic. It would be a great opportunity for the client to participate in those threads of dialogue and present their unique perspective. Doing so with a blog post to link back to offering more details would be a great way to connect with a community that cares deeply about the topic. Except one thing. The client doesn’t have a blog.

There are some interesting reasons why this is the case and I am looking forward to having a discussion with the client as soon as I can (they are not a client I work with personally) to talk about the benefits of blogs for PR. Of course we could still participate in the threads of discussion, but without a blog, it’s just not as “real” or as effective.¬† Here are 5 benefits of having a company blog for media and blogger relations:

  1. Blogs offer a platform for discussion – Comments and trackbacks create new connection opportunities, 24/7.
  2. RSS makes your news subscribable – Make it easy for media, clients, staff and your target market to stay up to date with your company’s news and reinforce your brand.
  3. Journalists look for company blogs – Give them what they’re looking for.
  4. Bloggers trust other bloggers more than the media – Blogger relations is a slippery slope, but can be a very fruitful one. Relating to bloggers in your industry as more of a blogger rather than a media relations person or marketer is more of a legitimate effort and will get you further.
  5. Blogging results are a measurable PR activity – A longstanding issue with PR is a lack of good success metrics.

Companies that have gotten over the old “teenager’s journal” stigma about blogs often wrestle with concerns over the resources needed to make a blog successful. Should they add the responsibility to the marketing team? Should they hire someone from outside to write and manage it? Should it be outsourced to a blogging consultant? If not all, what parts? There are indeed a lot of good questions.

Fortunately, with experienced blog marketers there are some great answers. Like most consulting, the answers are qualified by, “it depends on your situation”, and I will be the first to admit that blogs are not the right answer for everyone. However, with the right strategy, plan, training and reinforcement, a company can do a lot of good for it’s brand and reputation using a blog.

With ongoing promotion and consulting, benefits can be extended into search engine visibility (blog search, social media as well as traditional search) and lead generation.

Have you started a business blog and had troubles or successes? What are some of the challenges companies are having regarding a corporate blog?

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.

Comments

  1. One reoccurring problem that I see with business blogs is that companies are very excited when they first purchase the product, but they soon forget about it. Companies rarely have someone devoted to the blog so they just leave it up to the office manager that already has to many things to do. There is nothing sadder than a blog that only has one or two posts that are 6 months old.

    I have seen this time and time again and now I have gotten to the point where if they are interested in a blog, I make sure they have someone devoted to it. If they have a deserted blog I believe it can tarnish the reputation of the business more so than if they didn’t have one at all.

  2. Good point Drew. I think the other thing companies looking at blogs need to consider is to retain a consultant on an ongoing basis to reinforce blog activity. Even if the client I mentioned above had a blog, they would have missed the opportunity to engage the threads of discussion that are happening.

  3. Hi,
    Hope you remember me, i have asked for help from you. Now i have 1000+ visitors to my blog. I still require help from you, mine is a tech blog. If you could add my blog to yours may be you can help me to improve my blog standards. If you can help me to achieve, i will be very thankful to you.
    I would also like you to be my blogs co-author.

    Hope you can help me

    Take care
    Ganesh.KB

  4. Hey Ganesh, sorry I don’t recall. This blog keeps me busy enough, but thanks and best of luck.

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