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.