Blogs: The Long and Short of It
Many marketers struggle over blog content—and that's never more apparent than when you stare blankly at your screen, hoping for inspiration.
According to WP Virtuoso, there are over 152 MILLION blogs on the Internet and a new blog is created somewhere in the world every half second. Of course that translates into a mishmash of quality content, so I'd like to suggest a blog amnesty program. Let yourself (or your brand) off the hook; step back and evaluate what role your blog is playing in your marketing mix. Honestly scrutinize the content, carefully evaluate the time you invest to create that content and the value it's adding to your brand—and then determine if it makes sense to continue.
A recent study from Curata on Content Marketing Tactics found that 71 percent of marketers plan to boost content marketing spend in 2014. That translates into even more articles, posts and blogs, but it doesn't necessarily translate into quality posts.
How are posts evaluated? It depends on the topic and the writer.
If you are extremely knowledgeable about your area of business, and you know how to write and share helpful insights, then by all means, go for it.
For example, to stay abreast of industry best practices and the latest trends, I read a lot of marketing blogs. One of my favorites is from Seth Godin. The author of 17 books (many of them bestsellers), Seth was one of the founders of Yoyodyne, where he promoted the concept of permission marketing. He contends that the only way to spread the word about an idea is for that idea to earn buzz by being remarkable.
Sometimes his posts are long—600-plus words—and sometimes they're extremely short—24 words!—but they're always Seth's point of view on a topic that represents his personal brand. And they get tweeted, shared and Facebook liked a LOT: 2,100 Facebook likes and 2,029 tweets alone for this pithy 62 word post on September 1:
Forgive yourself for not being the richest, the thinnest, the tallest, the one with the best hair. Forgive yourself for not being the most successful, the cutest or the one with the fastest time. Forgive yourself for not winning every round.
Forgive yourself for being afraid.
But don't let yourself off the hook, never forgive yourself, for not caring or not trying.
Seth posts to his blog daily—whether it's a long discussion on "Understanding substitutes" or a short one on "Who named the colors?"
So take a good long look at your own blog. What's your point of view/brand voice? Why are you blogging? Does anyone care? Will anyone share?
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.