Filling the Brand Blog Void

586,000. That’s the number of hits for the Google search “blog branding”. As a senior member of the brand and marketing communications field, I feel I should be contributing on some higher, insightful, educational level. The obvious conduit to this objective is a blog. What I don’t want to do is pipe out “me too” redundant versions of what exists everywhere else.

The counsel I offer my clients on similar topics is as follows:

1. Understand your constituency. Find out what they know, what they don’t know, and what they want to know;
2. Fill that void with relevant, insightful information that will make their lives easier, their businesses more successful, or entertain them in some way;
3. Let them know it’s there; and
4. Give them a reason to tell their friends and come back again.

The suggestion box is open. What do you want to know? What insight do you seek where your brand and marketing communications is concerned?

Feel free to respond here or send me a note to pagexpaige@gmail.com.

Update on Sunday, November 16, 2008 at 07:13PM by Paige

In response to my own post, I've received quite a few emails with respect to blogging. Mostly about how to blog, if I should blog, and how to make money blogging. Only one answered the question around what to write if in fact I DO blog. The most interesting note I received though was direction to Wired Magazine's article "Twitter, Flickr, Facebook Make Blogs Look So 2004". Paul Boutin begins the article as follows:

"Thinking about launching your own blog? Here's some friendly advice: Don't. And if you've already got one, pull the plug.

Writing a weblog today isn't the bright idea it was four years ago. The blogosphere, once a freshwater oasis of folksy self-expression and clever thought, has been flooded by a tsunami of paid bilge. Cut-rate journalists and underground marketing campaigns now drown out the authentic voices of amateur wordsmiths. It's almost impossible to get noticed, except by hecklers. And why bother? The time it takes to craft sharp, witty blog prose is better spent expressing yourself on Flickr, Facebook, or Twitter." The article can be found here.

Food for thought...