Four Questions to Help You Decide if Blogging is Right for You

19 May Four Questions to Help You Decide if Blogging is Right for You

If you’re a senior executive, you’ve probably heard at least a few people say, “You need a blog.” And they might be right. But they also might be wrong. As with many things in life – it depends.

Obviously, we at SpeakerBox think blogs are great and serve many benefits. You can use them as a forum to state opinions and spur discussion. Blogs can be great places to post company news, allowing you to save money on press release distribution while getting information directly to your captive readers. And they can be a great place to post thought pieces on the current state of your industry, comment on something of relevance to your customers, or respond directly to their concerns or feedback about a particular issue.

All of that said, a blog may still not be right for you — or, it could be the perfect vehicle to get your point across. How do you know? Start by asking yourself four questions:

Are you passionate about something?

Blogs are not like press releases, which take a “just the facts, ma’am” approach to content. Blogs allow far more leeway, so you can let your knowledge flag fly.

When you’re doing that, though, it’s important to remember that it’s not enough to be savvy about a particular topic – you have to be passionate about it, too. Anyone can write a fact piece about CRM best practices, but what are your thoughts on the matter? What really gets you going? Do you vehemently agree or disagree about something? Use your blog to touch on all of those points. Let your passion show, and readers will continue to follow you.

Do you have the time?

Here’s another reason to be passionate about the topics you write about: if you’re planning on blogging, you’re going to be writing about them a lot.

Blogs need to be living things that make readers want to come back to them to read something new. Given that, you’ll want to be able to update your blog with new posts at least once a week. Could you have someone else write those posts for you? Sure. But, you’ll still need to be involved in deciding the topics and the editing process. Remember, the goal is to make sure it’s your voice that’s coming through on the blog.

Making the time commitment is very important. If you can’t make that commitment, perhaps a blog is not the right avenue for you.

Are you OK with receiving feedback – some of which might be negative?

The beauty and scariness of a blog is that it can be used to spur debate and conversation. That’s beautiful because it encourages customer engagement; it’s scary because your readers may say some things you don’t like.

Bloggers need to have thick skin because, inevitably, they’ll receive a comment that criticizes their opinions, writing, company, or any combination of the three (after all, we’re talking the Internet here). However, you can use this to your advantage. Your responses can correct misperceptions or serve to better educate your customers on your stance on a particular topic. At the least, comments can provide you with unfettered insight into how people view you and your company, which can lead you to make adjustments as necessary. You just have to be prepared.

Do you have anything insightful or unique to say?

This is probably the most important thing to consider. All of the passion, time, and thick skin in the world won’t help you create a compelling blog if you don’t have anything insightful or unique to say.

No one wants to read a blog that’s a regurgitation of something they could read somewhere else. They want your own perspective on topics that are relevant to them. This gives you the chance to set yourself – and, by extension, your company – apart from your competition. You’re already doing that through your other communications efforts, too – right?

If you answered “yes” to all of these – what are you waiting for? It’s time for you to get typing.

But – if you answered “no,” or hesitated, perhaps you might want to carefully consider whether a blog is the right communication vehicle for you at this time. Blogs are great, but they do require a certain level of commitment, not to mention a willingness to really put yourself out there.

Contrary to what some may tell you, blogging is not for everyone – but, if it is for you, it can be a great way to let your unique voice be read.

Want to know more about blogging, or content relations in general? Check out this free guide:

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Pete Larmey
plarmey@speakerboxpr.com
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