Does Blogging Help Build Your Brand?

There is one thing in common about my Target Marketing blog posts. They take an incredible amount of time to conceive and write, but do they provide any value? Do they help improve my personal brand?

I post a Target Marketing blog every 2 weeks — and have done so since April 2012 with fairly steady regularity. That’s over 100 posts on topics that range from educational in nature to commentary on my personal brand interaction experiences to industry news. However, there is one thing in common about my posts. They take an incredible amount of time to conceive and write, but do they provide any value? Do they help improve my personal brand?

Every week I rack my brain to come up with a topic that I think will interest my followers. And, if reader comments are any gauge of my success, the most provocative ones get the most engagement … but not always in a positive way.

As a source of news and information about the business of direct marketing, Target Marketing has long been a trusted source of trustworthy industry intelligence. By associating my brand with the organization, then by extension, it should legitimize my own brand. And, over the years, I can truthfully say that it has helped position me as an industry expert.

While I was always on the speaking circuit, associating myself with Target Marketing has given me additional opportunities to participate in industry webinars, conferences and other venues. And, it certainly looks good on my profile!

But, in speaking with several different clients, I have met those who have found their blog to be a less-than-satisfactory marketing channel. And in every instance, it was because their commentary was so self-serving, that instead of turning them into an industry expert, it became one more way to promote a product or service.

No one wants to read a sales pitch. Period.

Blogs are a way of demonstrating expertise, providing commentary on an industry topic of interest, or educating prospects or customers. They, by definition, create an environment for engagement and debate.

As you begin to wrap up the year and plan for your marketing efforts in 2017, take a critical look at your organizations blogging efforts. Look at the number of reader engagements and the feedback that’s been given. If it seems that no one is engaging, liking, responding or participating, perhaps it’s time to reevaluate.

Author: Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

4 thoughts on “Does Blogging Help Build Your Brand?”

  1. As a fellow blogger, I understand your concerns completely. I started out to share my knowledge and experience in the field of data and analytics, and tried really hard to avoid “salesy” topics. But I sometimes wonder if anyone is paying attention to articles that I literally had to squeeze out in agony. Recently I saw that provocative titles get more attention, but I don’t want to stay with such topics for the sake of “number of clicks” and “minutes on the page”, either. In the world where everyone wants to have an answer in less than 140 characters, digging deep into any one topic is a challenge. It is not easy to stay concise, relevant, informative, and entertaining all at the same time, but I guess that is the brave new world for the writers?

    1. Glad to know I’m not alone! I have discovered that shorter is better, so you’re right — you can’t dig really deep into a topic. Instead, craft a whitepaper and then link to it, seems to be a better solution for detailed instructional guides.

  2. Carolyn and Stephen, I blog to share information of value and to document my best current thinking. It’s a great way to capture and share knowledge and is becoming a repository of knowledge for others to access when I’m no longer around. I read both of your blog and find them to be tremendously informative and thought provoking. Keep up the good work – when you have information of value to share.

Leave a Reply

Your email address will not be published. Required fields are marked *