To B(log), or Not to B(log): It’s No Question
By: Geoff Redick, Director, Public Affairs
If you are a regular reader of the ROI newsletter—or especially if you’re not—then you know the value of this blog we write every month.
If you’re a regular reader, you know there’s value here because you consistently get our important inside tips about PR strategy. And if you’re not a regular reader, then you’re proving the value of this blog right now precisely because you’re still here reading it. I’ve grabbed your attention! MARKETING!
So why should you blog or post about your business, project or hustle? You may think, “I do this same thing every day, and while I find it rewarding, other people will find it boring.” Not true. As our Director, Public Affairs, I’ve worked with clients you might think are extremely boring — and instead I’ve come away with more interesting conversation starters than you can imagine, about wastewater treatment, firefighting, pension reforms, public safety budgets, pharmacy benefit management, carbon fertilizer and more. Buy me dinner and I’ll keep us talking for hours.
And that’s the point. The minutiae of our lives and careers provide the color of our existence, and we humans naturally gravitate to the interesting gossip and foibles of daily life. So while I wouldn’t recommend blogging about some grand achievement you reached—save it for your next media relations push—I would instead recommend you blog about the process you use for evaluating a potential client; or why you changed coffee pod brands at the office Keurig; or the story behind how your company logo came to be.
(At Baker PR, the answers are: 1) are they going to be a quality client? 2) Dunkin’ pods are more popular here than Green Mountain Roasters. 3) You’d have to ask Megan Baker about the logo’s backstory, it predates me by just a few years.)
Marketing through blogging and social media doesn’t always have to be a branded stream of ideals and messages and wins and professional blah. The whole point is just to hold the audience a little longer, get them clicking and engaging and spending time on your pages, and boosting that SEO referral rate or social media algorithm. So spend ten minutes and WRITE! You never know who you might reach.
If you’re still reading this, you’ve made it to the end of the blog today. And that’s a marketing win for me.