I just saw an email preview of Jupiter’s recent research by Emily Riley on “Maximizing Blogs: Fostering Brand Advocacy” and it brought up some thought-provoking points about how many advertisers maintain or plan to create blogs, but few consumers actually read them when researching products and services. So, I’m wondering if corporate blogs aren’t actually being read by consumers making buying decisions, why do companies still create them? This question arises from some of our existing B2B clients and potential clients as well. They wonder why should they appear in the blogosphere if that is not what their customers are reading to make buying decisions?
My opinion is that brand identity is an emotional sell and blogging gives senior executives the chance to reveal a more personal side of themselves to potential customers, partners, influencers and the world at large. While blogging might not have a tangible ROI attached to product or service sales right now, it does give a tangible shaping of brand identity.
In some ways blogging is like “coffee talk” because it is a direct and personal way to share thoughts, experiences and expertise that people might not otherwise see, and those impressions do matter. It gives executives the chance to connect to issues larger than their company and gives readers the chance to connect to the executive writing the blog, not just the company. If customers like what you have to say on the blog, chances are they’ll like the services you have to offer or be more inclined to purchase the products you have to offer. Like minds think alike, don’t they?
As I look at some of the posts from our senior executives, I can see the personality of each person shine through and that gives our clients a better sense of who the senior executives are and what they are knowledgeable and passionate about. Our blog has been a great vehicle for Lois to share her views on industry news and that’s valuable information for companies that are thinking about working with us. Her post, “Teach Your Children Well” shows her long-standing media knowledge and relationships and inherent integrity. SVP Ted Weismann’s blog, “IT Trust in Social Media” shows his expertise on the topic of the influence of social versus traditional media. SVP Christine Simeone’s blog, “Grace Under Pressure” gives a peek at how she does media training and lets you know she’s a Tom Brady fan. EVP Bill McLaughlin’s post, “Does Social Media Translate Globally” let’s you know that while he encourages clients to integrate social media into PR, you can’t use a cookie-cutter approach across countries.
I’d be curious to know who has been reading the LP&P executive blogs and whether you agree that they give you better insight into the personality of our agency and our senior executives. What does it tell you about the LP&P brand? Does it make you want to work with us more?