In a communicator’s life there is always talk about what works and what doesn’t. What’s hot and what’s not. And recently, we’ve heard lots and lots of chatter about how blogs are dead. We, at AHA, don’t believe that they are. We don’t believe everyone should blog; but in our experience there are many opportunities for an organization to have a blog and to have it be effective.
Not all blogs are alike. For example, we rarely get comments on our blog here at AHA, but we have a strong number of people that read our AHA blog post every day. The objectives of our blog are to share some valuable information, to engage with stakeholders, to showcase our knowledge and the AHA culture, and to help those interested in working with a PR agency find us.
We review our objectives on a regular basis to make sure our blog posts are supporting our goals.
For many organizations, a blog provides an opportunity to showcase the people behind the brand, to engage and connect with stakeholders and to further explain ideas, services and products in a non-commercial way. While attention spans are shorter these days, you can still say a lot in two to four paragraphs and if someone is interested (and you have provided engaging, valuable content), they’ll read it.
Producing a good blog takes time and effort. The content needs to flow; it needs to be informative, relevant and interesting. A good blog isn’t about you; it’s about your readers and providing them with what they want to know from your organization.
At our Vancouver PR agency, we often work with clients to review their current communications vehicles – to see what’s working and what’s not. We develop blog policies and processes, which includes editorial schedules (especially if there is more than one blogger) and we assist clients in reaching out and building a community that engages through the blog. Understanding the blog community is at the heart of it all. Knowing what conversations are important to your stakeholders is key. It is where it all begins.
I recently read a great piece in Inc.com on blogging mistakes that small businesses make. I think this piece translates to any organization that wants to or is blogging. It’s worth a read.