So many advertising, marketing and public relations agencies are dipping their collective toes in the blogosphere lately that unless it’s the likes of Hill Holliday or Edelman we’re talking about, it’s not really big news anymore when any single one of them takes the plunge.
That was certainly not the case as recently as just a few months ago, but blogging has finally eclipsed the tipping point and suddenly everyone and his or her brother wants to get in on the action.
Understandably so.
Given the paradigm shift toward transparency and immediacy that’s now underway in corporate communications, the benefits of business blogging – as long as you do it right – far outweigh the costs.
As I wrote here in this space back in December of 2004, “a blog is tailor-made for storing and managing your intellectual capital. It’s a centralized repository for experience and expertise, an incredibly easy way to disseminate key, timely information to an audience of readers who are already interested in what you have to offer. The cost to set up and maintain a blog is practically nil. And the dividends – for those on either side of the equation – can be priceless.”
Given all the activity of late in the blogosphere, however, even the most noteworthy organizations are managing – whether they like it or not – to blog under the radar screen and, in some cases, wasting gallant efforts.
Sure, if you want to launch a blog softly, this is your opportunity. So many are already out there that the chances are any fledglings won’t attract much attention and you can bide your time on the long tail (if you’re lucky to be on it at all).
On the other hand, if you want the best returns possible on your investment of precious time and top talent, you’re going to have to work hard to attract a meaningful, loyal following. If you don’t post regularly, link liberally and promote the heck out of your new initiative, your blog will make about as much noise as the proverbial tree falling in the woods with no one around to hear it. And in no time at all, you’ll be back to square one.
Tags: blog blogs blogging blogosphere advertising marketing direct marketing public relations Hill Holliday Edelman
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