With all the recent hype about blogging, we are definitely going to see a spate of corporate blogs over the next few months. As well as negative commentary when blogging isn’t as “easy” as it seemed.
Not surprisingly, some will be in it for the quick hit, and be surprised: blogging takes effort and commitment to do well. Like anything worth doing, blogging takes time.
Those in it for the quick hit will fade fast. Those who “get it” and are willing to invest in the medium will achieve the long term results.
And, it is worth repeating: a blog has to make sense in the context of the marketing plan, with clear objectives and desired results. From the corporate perspective, that is what makes the investment worthwhile.
Opinions well worth reading on this topic:
Gapingvoid: Blog as if your life depended on it (for the next three months anyway)
Micro Persuasion: Let the blog bashing begin (and be sure to read the comments)
Blogging Is Hard Work — But With A Payoff
always tell clients that communications is a process, not a one-off activity.
In other words, it takes time and effort — consistency and persistency, as I say — to make an impact on an audience. You can’t move the needle with a single news releas…