Content Marketing and the Role of Blogging
Posted on Wed, Feb 01, 2012
When will blogging become part of your everyday activities? Some may think the time to write a blog is as burdensome as scrubbing the kitchen tiles with a toothbrush. Others may see blogging as a massive undertaking. 
Yet put into perspective, blogging and the value it may have creating and developing your brand, is a reason to make it part of your everyday activities.
First of all, no matter what your role is, you have an expertise uniquely yours. And your expertise and knowledge become part of your individual brand. For those in consulting, this has always been core to our existence, we sell ourselves and our expertise.
On a practical level, we can think of a blog as a collection of journal entries that help summarize our brand. Collectively, these blogs (journal entries) become a summary of our expertise.
Another way to consider a blog entry, is like a customer meeting. Think about writing a blog as if you were meeting with a potential customer. On that first meeting, the customer wants to know about you and about your expertise as it relates to their business needs. As you write your blog, do what you would do with a customer, share your expertise. The content you create in a blog isn't much different than the expertise you share in customer meetings. Think in terms of a sales appointment only you get to pick the discussion topic. If it helps, put a blog appointment on your calendar and spend an hour a week sharing your expertise.
And blogging does not need to be super time consuming. Once you have the process down, it should not require any more time than a customer meeting. Try it once a week for an hour.
Blogging is part of an overall content management strategy. In marketing today, content management is a critical piece in most marketing plans. Please see related article published by the American Marketing Association Back to the Future: Is 2012 the Year of the Blog?
I encourage you to begin sharing your expertise through blogging. Soon, your digital profile and your collection of expertise will make business connections for you.
Dan Holzgen
