Blogging Strategy

21 Jul

I keep telling myself that I really have to write a blog post.

It’s been awhile now, and while there haven’t been a horde of communications and marketing professionals beating down my digital doorway for my latest words of wisdom, it is generally a good idea not to let the blog just hang there for months on end.

And yet…

And yet, it strikes me that, “I really have to write a blog post,” is exactly the wrong thing to say.  First, it’s de-motivating.  But more importantly, “I really have to write a blog post,” is bad strategic communications. (do  I also really need to make a phone call? send an email? shake a hand?)

What I should be thinking is, “Who should I talk with today?” and “What do I want to discuss with them?, or even, “What do I need to make happen today?” And then, and only then, should run through the myriad ways that I might discuss those topics with individuals, groups and that horde of communications and marketing professionals who really ought be to be knocking down my digital doorway, demanding the latest words or wisdom.

Well…sort of.

My business development strategy mostly involves great deal of getting out there and meeting people — widening my own circle of connections.  And it’s working. From this standpoint, the blog is secondarily a lead generation tool; mostly, it is sales support — ensuring that when people meet me and hear about me and, inevitably, check me out online, they find not just my LinkedIn profile and what I’ve been impulsively posting on Twitter but also a little bit on how I think about communications strategy, public relations, marketing and the media, paper, web, social and otherwise.

Which means, as it turns out, that I really need to write a blog post. 😉

4 Responses to “Blogging Strategy”

  1. thegies July 22, 2010 at 11:04 pm #

    Ken I have always enjoyed your writing style and yes I agree you need to get on your blogging bike.

    Some suggestions for blog content, How do you market a blog…when and to whom. As the CEO of ShoppeSimple I would love for you to let me/your blog audience know how we should be using the ShoppeSimple Blog found at or any company blog to market to the Internet Retailer 500 merchants.

  2. Ken Kadet August 3, 2010 at 8:28 am #

    Aww, Jeff…thanks. While I’m not ready to lay out a plan, the place to start is with strategy — how do you think the Internet 500 is getting information today? Who is influencing them? What kinds of information do they find intriguing and compelling from these sources?

    Then, use your blog to connect to those folks…find information they’d like and share it — link to it from your blog. And interact…be a relevant participant in conversations by influential bloggers — and not just the big names, but those whose thoughts ought to be seen by your target.

    It’s a lot of work, but — if done in the context of your marketing strategy — can definitely pay off.

  3. John Roeller August 9, 2010 at 3:47 pm #

    Ken – Great points, thanks. Do product promotions have a home on a blog, or is this content better served elsewhere on a company’s website? A company may be rightly proud of widget version 2.0, but do they risk credibility by sounding too proud on their blog? Are there guidelines you recommend for determining where product details belong?

    • Ken Kadet August 10, 2010 at 2:18 pm #

      Hi, John — thanks for reading!

      Good question…the answer is “yes”, but let me explain…

      I don’t think there is anything wrong with a company being proud of its products on its blog. It is a company blog, after all, and if you’re not proud of widget v. 2.0, then you’re customers certainly won’t be much interested, either.

      That said, the blog and the “Products” section of the website are different animals serving, well, different animals. The Product section serves people looking for your product. They want details — assuming it’s a tech product, they want a good description, specs, photos, etc. They might want to print out a sell sheet so they can show it to their boss, or (assuming that “2.0” means a tech product) read a technical whitepaper, sign up for a webinar, or click to buy. So yes, that’s where that stuff goes.

      The blog is for conversation, engagement, perspective and news. And it’s a place for links — connecting people to information or other web places they might find relevant. The tone is conversational — it’s you and me sitting down over lunch and me saying, “What’s up with you guys?” and you saying, “Funny you should mention — we just launched SuperWidget 2.0 and we’re pretty excited about it because it really delivers and we put some innovative stuff in there. I’ll give you the link so you can check it out.”

      If I were sitting on a 1.0 to 2.0 upgrade to a software product, I’d get all the details in the Product section and issue the news release as appropriate, etc. Then I’d write a short piece for the blog: “We launched v.2.0 today of SuperWidget today — check out the details at ((link)). We’re excited about this because it really delivers and we put some innovative stuff in there…” … etc….”

      In the end, it really depends on the audience you’ve found for your company and your blog. Want to make the blog and the launch even more interesting (potentially)? How about a Q&A with the product manager on the blog, cross linked with the product page? Or do a video interview with the product manager (better yet, a customer)? If you’ve built an active, commenting audience, what about soliciting their ideas on what sorts of features the market wants next? Or start conversations on the direction you think the industry should take in terms of standards, regulations, and best practices?

      Overall, the better you know your company’s constituents and your blog’s audience, the clearer the guidelines get. What’s your take?

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