To Blog or Not to Blog

Forgive me readers for I have sinned. It has been two months since my last blog. I’m not sure what the punishment is for this sin, although the drop in visits to my site is an indicator.

As with most sins, I have no one to blame but myself and so I will own up to my actions (or lack thereof) and do better going forward. I could go on with my reasons for not blogging since July 17th, but who really cares? The fact remains that despite my reasons, I have not blogged and that can be the death knell of corporate communications. For me to stop blogging for a period of time is one thing, but the impact this could have on a large brand making the attempt to connect with its consumer audience is huge. Leaving readers, a.k.a. clients and consumers, hanging without response or information may lead to the erosion of trust and eventually mind and market share. Brand destruction.

Aside from having something relevant to say, one of the largest challenges of blogging is time. Not only does it take time to write the entry, but also to think about the content.  What should I write? When will I write it? How often should I write? Once you've determined that you've got something to say that people want to hear, finding the time and sticking to it is the next most important task. I believe that once you get into the habit and build the time into your schedule, it will become easier.

Blogging is a commitment. It requires dedication and focus. The best blog advisors will tell you to blog for a while to find your groove – your voice. After a while the intent of your blog will emerge. This all takes time and commitment. The decision to blog is one that should be considered with great consideration prior to engaging, for many reasons:

# 1. It is a commitment.  
Blogging infrequently means activity on your blog will drop off and if readers can’t determine or rely on how regularly you blog, they won’t come back. They’ll forget. You’ll be replaced by a better blog. One with better content and more frequent updates with relevant, timely information.

# 2. It is a commitment.
People who read your blog may respond to your entries.  Bloggers need to follow the activity on their site and comment or respond when appropriate and do so in a timely manner. Not responding when it’s necessary will aggravate your readers. Particularly those who have taken the time to comment (good or bad) on your blog. Delayed responses and updates reflect poorly on your organization. The goal of a blog is to share ideas, start conversations, let your readers know that you have a point-of-view that is relevant, intelligent and worth their time to read.

#3. It is a commitment.
Should you decide to blog, it’s an activity that you as an organization should be serious about and dedicated to investing in. Starting a blog and then having it die a slow death shows poorly on your organization. See point number 2. Think carefully before blogging and plan ahead for regular updates.  If you can, prepare an editorial calendar. Don’t worry about this diminishing the spontaneity of the blog.  It will ensure you have a plan to follow and if something better to write comes up, shift the calendar! Who will know?

#4. It is a commitment.
If blogging isn’t an activity you or your organization has dedicated time to focus on, it may not be the best move for your firm. Remember though that the blog can be a corporate responsibility. This is an activity that can be shared by a team of people. As a team, collectively decide what the focus of content will be, how often to update the blog, what the each specific entry will be, consider rotating the responsibility of writing each entry among team members. Make sure the content of your blog is relevant, engaging and timely to your reader. They won’t come back if it isn’t.

#5. It is a commitment.
And one worth the payoff if done well. Blogs can reveal you or your organization as the expert in field, the go-to source for information, ideas and resources for your clients – and potential clients.

So, who blogs well? Sean Moffitt of Agent Wildfire is always blogging. Michael Seaton of Thornley Fallis and The Client Side Blog. Hill and Knowlton. Twist Image. There are more. These are a few of the blogs I follow. Why do I follow them? Because they’re current, relevant, timely and committed.

I will now do my “Hail Mary”s and practice what I preach.