To blog or not to blog, that’s the agency question
The other day, I was hanging with my daughter signing songs. I told a friend of mine to join in and sing, and she said: “I can’t sing.”
Blogging is kinda like that.
See, she can sing, what she really meant is she can’t sing well.
Anyone can sing. Many people can’t do it well. Anyone can blog. Many people can’t do it well (see first sentence, and by the way, this isn’t a post saying that I blog well).
I tell you this because of this post about agencies having blogs. In it, the author writes:
It wasn’t that long ago that it was said, “Every business needs a Web site.” Today it’s, “every business needs a blog.” Your prospects have come to expect a blog from your business. This is particularly true if you business happens to be an advertising agency.
Is that right? Is it simply about blogging?
Admittedly, later in the post he talks about how it important that it’s done well, but no where does he talk about the danger of not doing it well.
A blog from an agency is an extension of that agency’s brand. And even though blogs are free, a blog that isn’t done well could harm business relationship. Imagine if an agency blog had a dumb thought? It’s not hard to think about an agency having a crappy blog post here and there when things are busy. Blogs need to be updated frequently.
And sometimes when the bloggers sing, the sound that comes out of their mouth is crap.
So, I would recommend to all agencies thinking about starting a blog to get some posts in the bank for those days when the client keeps calling.