Top 10 questions to ask yourself before blogging

December 20, 2009

Re-posting this blog entry following an email query on the value of blogs for content distribution.

Many have been advocating blogging over the last 18 months – since they realised it was something they had to propose, whilst not necessarily understanding the real deal with setting up a blog – and although it is encouraging to see members of the UK editorial community seeming to embrace the blogosphere, take note.

Before you embark upon setting up a blog, or are advised by your hip, trendy and oooh sooo absolutely fabulous tweeting PR contacts to set up an editorial blog to drive traffic to you online and increase journalistic commissions, consider these Top 10 Questions:

1. Do you have a blogging strategy in place, and does it align itself with your overall Comms plan for the year?

2. Who will update the blog content if you can’t?

3. Who will monitor the stats, trackbacks and site reports?

4. Are you comfortable with being challenged by other bloggers?

5. Do you actually have something to say, on an ongoing basis?

6. Does blogging align itself with the services and products you offer?

7. Have you checked out competitors’ blogs and researched?

8. Why do you want to blog – are there a specific set of reasons, other than you think you should?

9. Are you able to integrate blogging with other activities such as tweeting?

10. Which platform are you using and who will organise the technical elements for you?

If you can answer the above with clarity, confidence and consistency, it’s likely that blogging will be an excellent addition to your Comms mix, particularly when we journos need all the differentiators and original content we can get in struggling newsrooms.

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