Not a week goes by that we at Eastwick don’t get asked this question by a client or friend of the agency. It seems to be an even bigger question for our enterprise-focused clients. Do people I want to reach (the C-level and key execs) really read blogs? The deeper we get into the trends in social media, the more I’m confident in answering with a resounding yes! Now does that mean we recommend to every client that they should blog? No way. Why? Because blogging isn’t for everyone or for every company.
When looking at whether a blogging strategy makes sense we always first look at the demographics and information consumption habits of the company’s key audiences. This happened to be a topic of discussion at a meeting I attended this morning hosted by our friends over at PodTech. Überblogger and PodTechite Robert Scoble spoke to a room full of tech folks about the “new” conversation and the impact that word of mouth marketing is having on the tech industry. And of course, blogging is a big driver for much of that dialog. The thing I like about how PodTech is talking about social media strategies and in particular, the role of blogging as part of the communications mix, is that they are starting applying real metrics around these programs. The conversation is now focused on how to make text blogs more successful, why video blogs get a lot more hits than text-only blogs, how making an offer late in a podcast allows you to measure how many people actually listened or listened all the way through. What many companies don’t realize is that one of the biggest benefits of blogging is the effect that blogging has on an organization’s online presence.
Blogging helps create a constant flow of new content. New content drives search engine optimization and improves rankings. And at the end of the day, a better online presence is what many of our clients are looking for anyway.