In Support Of Agency Blogs

You may have recently come across an article from Digiday titled, Agencies Ditch Blogs for Social Media, commenting on how agencies are dropping blogs for social media. Marketer Chris Brogan, a prominent blogger himself, replied with his own post noting that people don’t read boring blogs and that you need to have value. Well, we’re here to say that we support blogging.

Sure, you’ll find us on Facebook, Twitter and many other platforms, but we still choose to blog. Why? Because we have something to say and we believe it provides value. Different platforms have different audiences, and as such, we use each in a different way. A blog is simply one of your digital outposts (but more on that in an upcoming post). So is your Facebook page, your Twitter account and so on. Blogs aren’t for digital snacking; they’re for something more substantial. We use our blog, The Halo Group Effect, to provide our thoughts, guidance, and experience, and to create a digital marketing and communications toolbox.

Blogs take time and effort, and that may be one of the reasons that brands and agencies are jumping ship. In fact, here’s a direct quote from the Digiday article, “Simply put, a social media presence is far less labor intensive than maintaining a blog.” Is that it? It’s simply easier? The value of your blog is directly related to the value you provide and the effort you put into it. Let’s look to provide some value instead of cloning what’s already being said. Maybe a blog isn’t the right platform for you, and yes, you should absolutely be using multiple platforms. But don’t get caught up with the “hot thing” or the “platform of the moment.” Look at your strategy and see how a blog, or any other communication tool, fits in.

Remember — listen, participate, and provide value. If you do this and put in the effort, there’s no reason why blogging shouldn’t (still) pay dividends for you.