"The communications and marketing space is absolutely overflowing with topical issues that promote discussion and quite often generate debate. And with blogging one of the fastest growing methods for sharing our opinions, I thought, ‘what better way to start our Communications & Creative blog, than to discuss blogging!’
Blogging – everyone, including major business, is jumping on the bandwagon to get among the hip and happening blogging culture and possibly propel themselves or their brand into a new level of notoriety. And while it may sound far-fetched, or a pipedream, blogs have on occasion gained international interest and extensive readership, effectively enabling free press at levels surpassing even the most widely read magazines. Five years ago, people daydreamed about the likes of Big Brother and reality TV programs thrusting them into the spotlight – now many people feel they can achieve the same result, from behind their computer screens.
For this precise reason, organisations are trying to find ways to tap into this digital content channel and score themselves what really can be considered free advertorial. But the question is, when attempting to keep up with social media, yet still protect your brand, how can you create content that maintains interest? From a corporate or an individual perspective, to simultaneously sit on the fence, and develop content that is truly engaging and thought provoking is a near impossible feat.
Westfield recently encountered this issue, when one of their internal marketing team turned a leaf and became a full time blogger to tap into the fashionista market and attract customers to their latest products. With a fashion-focused and generally social media saavy audience, they found themselves confronted by the issue of content. Would they meet the needs of suppliers by blogging product descriptions or hone in on their audience and aim for a credible online blog that really draws the reader, and keeps them coming back for more, or more importantly, coming to their centre? To achieve a successful blog, there is the need for an ‘honest blogger’, yet to have this, the company must be prepared to go beyond traditional marketing and communications approaches, engaging their audience through real conversation. If a company decides to head in the direction of product descriptions, essentially their blog becomes another advert, if not, they tred the fine line between something valuable to their brand, and noise.
In addition to this, it must also be remembered that while a blog may be external, like all communication, it can also impact your internal stakeholders, and feed into how your people feel about your brand and company as an employer. Blogs often allow two-way communication, so don’t be surprised if your people weigh in. Etiquette is hard to enforce and corporate’s need to be aware that they will need to somehow monitor this with regards to both internal and external contributors.
So what’s the verdict? Does the challenge associated with finding that happy medium between business and communication as normal, versus ‘a good read’ mean we shouldn’t blog from a corporate level? I think not – I believe this is a great way for our businesses to really some to life, and our brands to truly build a personality and an identity. What do you think?
Tim Sternberg, General Manager – Communications & Creative, Randstad