Do blogs matter?  Depending on who you ask, and what their definition of a blog is, opinions can vary.  In short, we think YES! 

The media industry has undergone a significant transformation in recent years.  Many factors – such as the economy, advertising budgets, the accelerated shift from print to online news consumption, and social media – have all contributed to and created new opportunities for specialization.  On the flip side, those seeking information – everything from fixing garage doors to cooking hard boiled eggs – are only an Internet search away from finding the best source.  All of these factors have contributed to the emergence of blogs.

Blogs provide a forum to share knowledge.  They offer a direct channel to engage with customers, prospects and even the media.  For some organizations and brands, a blog has become a powerful tool to communicate with their key audiences, and vice versa.

At Springboard, we launched this blog to provide insight and perspective on all things related to marketing, PR and social media.  We utilize the Soundboard to share experiences, best practices and sometimes, vent about projects or situations that have gone awry (all the names are concealed to protect the innocent).  We create content for those seeking knowledge about the art and science of everything marketing.  The Soundboard reinforces our business and hopefully conveys our agency’s culture and personality.

In helping our clients get their blogs started, the hardest part is just that – getting started.  You must first consider your audience.  Who are you writing for?  Then, create an editorial calendar by keeping a list of interesting projects, ideas, and discussions with customers, prospects and partners, etc. that you believe will offer value to your audience.  In addition to words, shoot a video or integrate photos and illustrations.

For example, Synchronoss Technologies recently launched a blog which provides insight into connected devices, mobility, activation and much more.  All of their content is focused on telecommunications carriers, OEMs and etailer/retailers.  Another client, SIMtone Corporation, blogs about cloud computing and virtualization.  Several of their posts were utilized to open dialogue with reporters, and resulted in media coverage.  Other clients, such as RightAnswers and ATEN Technology, regularly blog about self-service  and data centers, respectively.

A blog can help convey your company’s expertise, as well as the digital personas of those participating in the process.  Think of a blog as an open mic.  Step up and share your thoughts. You’d be surprise at how many people will find you, lend their attention and become part of your sounding board.

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