Should you start a business blog? Well, sure; or maybe, not so fast!
July 9th, 2009 Posted by: Bill Gadless
It’s become almost an unquestioned article of faith; your B2B needs to start using social media, and the first thing on that list is to start a blog for your business.
Well, maybe; but maybe not, says Adam Sutton in a short post on the MarketingSherpa Blog. Consider:
- the benefits of your blog don’t start Day 1; they build fairly glacially, post by post
- your blog will have to establish itself “against” all the existing blogs in your space
A better approach may be to first engage heavily with the blogs in your space over a period of 6 months or so. Post thoughtful, non-inflammatory comments to posts you had a strong reaction to, positive or negative; email the author of a post you especially liked. There is no shortage of good advice around cyberspace on how to (& not to) engage industry bloggers.
By the time you actually start your own blog, you may find that your “blogger outreach” has built you a receptive and respectful community of peers who will track your blog and perhaps reframe some of your posts on their blogs. And bear in mind that, at least initially, their bullhorn is much louder than yours.
Entry Filed under: B2B Web Strategy, Internet Marketing
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