Not blogging? Not good, said Dorie Clark, CEO of Clark Strategic Communications and a Forbes and Harvard Business Review contributor.
"It is now beyond mandatory," Clark told CMSWire.
Executives too busy? No excuse. Clark said organizations can link up with a reliable transcription service that allows executives to "blog" via voice memo, which is much easier for most of them.
"Even if you're recording video or podcasts, having a text transcription makes it accessible to far more readers," Clark said.
Today, we deliver the fourth piece in our "2014 Must-Do" series -- why you need to blog now. Yesterday, we talked about shutting up and listening in B2B marketing, and last week, we discussed getting back to basics in Web CMS and becoming agile in B2B marketing.
Why Blog Now?
Simply, because customers are increasingly impatient with paid “interruption” advertising, Clark said. Give people a good reason to seek you out if you want their business.
A blog with helpful, customer-friendly information only helps. For example, in the consumer world, something like "5 Questions to Answer Before You Build Your Deck" or “What You Need to Know About This Year’s Tax Code Changes” can build trust, enhance your reputation and do wonders for your SEO, Clark said.
The question we all face when a business initiative arrives: So who's going to do it? Should individual marketing leaders have their own blogs? Team effort with multiple contributors? Just the C-Suite?
Clark said there is no right way to get it done. But, she added, "there is a wrong way."
Writing without bylines in the voice of a unified corporate drone. The entire point of a blog is to have a voice, a viewpoint and a perspective -- and you can’t do that if you’re hiding behind a PR wall like it’s 1994."
Further, don't use your blog as simply another megaphone to advertise sales. "Every once in a while, you can mention sales overtly," Clark said. "But if you do it all the time, you’re simply 'talking at' people like a television commercial would. And no one voluntarily watches those."
The goal? Provide useful information, build trust with the customer, and then when you’re ready to make your ask, they will be far more receptive.