Corporate blogging – a waste of time?
Berlingske Business recently pointed out how few PR agencies have a Corporate Blog - something they all strongly recommend to their clients. One of their arguments against corporate blogging is lack of time – another is that it’s hard to find something relevant to write about.
These were also our fears when we decided to set up a corporate blog about a year ago. And yes, one year’s experience with our blog has shown us that it does take some time to get it rolling, to find the “corporate blogging voice” and to catch people’s attention.
But the fact is that now that our blog is up and running, even our most regular bloggers hardly ever spend more than 30 minutes a week on the blog. Now, it’s true that we’re professional copywriters and writing is our thing. But even so, our staff is split into two groups – the bloggers and “the others”. Some people are natural bloggers and quickly latch onto a debate – others are simply not.
I believe that every company or agency has at least one natural born blogger. And that every company has something interesting to share with it’s stakeholders. An opinion on where the industry is going. Comments on new products or ideas. The blog is a great place for your audience to get to meet the “real people” behind the corporate facade – and they would like to hear what you have to say. So maybe it’s worth investing 30 minutes a week sharing your thoughts and ideas with your audience?
So grab your pens (keyboards) and BLOG ON! Of course you’ve got something relevant to say. So say it. Out loud – and proud.
March 28th, 2008 at 2:38 pm
I think the time factor is an excellent point here. Once a corporate blog is up and running, it takes very little time to keep it flowing. Ideally, you want a couple of new posts (or more) every week. Even in a small organisation with only four regular bloggers, that means one post per person every two weeks.
If the company you work for can’t spare 30 minutes out of your regular work fortnight, perhaps you should change jobs.
I also find blogging a welcome break from my client work. Every now and again, it’s nice to write something in my own voice about something I care about.
March 29th, 2008 at 10:33 am
What a great first blog, Nathalie! Thanks! And I guess I fall into “the others” group. I’d love to blog more, but my problem is most definitely time. My best ideas that I’d like to share on this blog come to me when I’m away from my computer: when I’m out running (lots of time to think there as I train for my first marathon!), driving, watching my kids at gymnastics, at the supermarket - or whatever. Sure, I could make a point of remembering my momentous thoughts and writing them up later, but as soon as I get to the office, the busy day takes over and, before I know it, the moment has passed.
I’m delighted we made the effort to get this blog going - and that it’s still an important part of our communications strategy. But for me personally, blogging comes after my family, staff, clients, and friends.
So, you may ask, what am I doing blogging on a Saturday morning?? Well, everyone needs some downtime now and again
March 31st, 2008 at 12:07 pm
If we take Nathalie’s statement about each corporation having at leat one blogger in its midst (and I can’t see why we shouldn’t, she’s normally right!) then mine and David’s comments above are good examples of it. The ‘bloggers’ will find the time and ‘the others’ won’t. There’s no judgement made here - it’s just the way it seems to be. And in a way, it doesn’t matter - as long as there’s someone in the company to keep putting up posts reguarly, any posts by ‘the others’ are an added bonus.
So the question remains, why don’t more PR agencies have a Corporate Blog?
I don’t have an answer to that.
April 1st, 2008 at 10:16 am
PR agencies don’t blog because they can’t charge for paper and postage!