“Do not write to impress others. Authors who write to impress people have difficulty remaining true to themselves. A better path is to write what pleases you and pray that there are others like you. Your first and most important reader is you. If you write a book that pleases you, at least you know one person will like it.”
I am opening this blog with this well-known quote by Guy Kawasaki. I believe in the essence of what he is trying to say, especially in relation to online communications. All too often when agencies are approached by clients to commission content for their online channels (or to set them up if they don’t have any!), the subject of content marketing is broached, and all too often the results can be pretty poor at best.
Agatha Christie: Evil Under the Sun (Photo credit: Wikipedia)
There are of course many reasons for this. Some agencies fail to listen to clients in order to follow their own agenda. On the other hand there may be clients who are simply either uncooperative or have an unclear marketing strategy, but very often content is left in the hands of copyeditors whose jobs is merely to churn out an agreed number of words so that the client can be billed accordingly. Aside from the obvious grammar checks and perhaps even SEO ones (long tail phrases to please Hummingbird, keywords, links, etc) not much attention is really paid to the actual engagement value of the piece in question, especially if this is gets published as a blog. Little wonder therefore if much of the stuff which is pushed online is hardly ever read, aside from authors and a few other diehard individuals.
But what is the point of that? If the writer doesn’t have a real ‘feel’ for the subject in question there is no way that proper value can be transmitted and it’s unlikely therefore that readers would find the piece engaging. Some of the blogs you read, especially B2B ones, are like re-reading an instruction manual, full of facts and figures, but hardly the sort of stuff you’d want to pass the time with while travelling for example.
Now I am not suggesting that everything should be written in the style of Agatha Christie of course, but passion, and even fun, should always be part of a blog. It is after all about knowing the author as a person too, not just the topic itself. This is why the best and most successful blog channels are also the more controversial ones, because those authors really feel the intensity of emotions (and knowledge) for what they write.
For a third-party writer therefore it may be quite difficult to feel passionate about a small gadget they don’t own or have made. A good PR and Marketing Communication agency should always evaluate whether a blog is indeed the most appropriate channel for this kind of conversation and whether there may be other ways instead. High search engine ranking isn’t just achieved by churning out masses of text, but by a variety of other factors which would be too long to enumerate here.
Ultimately, it boils down to creativity, honesty and credibility, adjectives that are at times in short supply in the world of communication. So back to blogging – do it, but with passion, for you first and not to impress others, not even your boss. If you are passionate about what you say you can’t go very wrong and in time you may even be able to create a loyal audience. And isn’t brand loyalty the key ingredient of success in all aspects of marketing? But perhaps more on this topic in another blog…