authenticity

To blog or not to blog?

By October 10, 2008 3 Comments

Blogs help humanize companies, improve authenticity, create valuable feedback loops and may help drive significant traffic to your company website.

So it’s no wonder one of questions I’m most often asked is, “should my company consider blogging?”

After asking a few questions, I’m able to give a definitive “yes” or “no” answer, but I’ve never created a decision tree to help people answer that question for themselves.

Thankfully, Matt Dickman of the Techno//Marketer blog has.

In Should your company blog?, Matt has created a decision tree that helps answer the question:

Should my company blog?

Should my company blog decision tree

So, do you think he nailed it?

Why or why not?

Comment below to weigh in.

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Join the discussion 3 Comments

  • Patrick — Thanks for posting this. I’d love to hear your take on the process. I made this linear for ease of understanding, but I think it’s a bit more fluid.

  • Marci says:

    I found his graph very useful. I’ve just started a blog for the church (which, perhaps, has different goals behind marketing than some other entities) and am still looking to find my voice on it. So that was helpful to me.
    I have some friends who expose their entire lives on a blog, and that isn’t really my style.

  • I don’t pretend to understand corporate blogging, but seems to me that each of the “Don’t Blog” signs should be a link to more information about overcoming that obstacle.

    If a company doesn’t have anything unique to say about their own product, sheesh. I agree they shouldn’t blog until they know what their unique pitch _is_, but doesn’t mean they shouldn’t blog – it means they need to get a clue.

    Are you willing and able to say it? No? Why not? What’s going on with your company that you can’t have good, open dialogue with your customers and potential customers?

    And so on. I guess I’ve come out on the side of thinking that _every_ company should “blog” – the real disagreement is probably over what a blog actually is, or can be, or should be. =)

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