19: Blogging for Effectiveness and Influence
While more and more A/E/C firms are integrating blogs into their marketing and communications efforts, very few firms are taking advantage of blogs in an innovative and influential way. Most firms’ websites already have a newsroom, so why have company announcements and project updates become the standard for blog content? Content is king, and if you do it right, fresh and thoughtful blog content will get your firm noticed beyond your core community and audience. The firms who are blogging well are standing out. Just as a magazine editor carefully selects and shapes stories that appeal to their audience and meet their editorial focus, these bloggers are strategic with what they post so that their blog performs effectively. Their content resonates with readers and compels people to comment on and share it with their own social media connections. Your blog should be strengthening relationships with partners and clients, expanding your network, and offering a sense of credibility to those seeing your brand for the first time. This panel discussion will provide first-hand accounts of strategies that work by bloggers who blog well. You will learn how blogging can support the ambitions of your firm, as well as tips for creating content, finding bloggers within your firm, and promoting content to new readers.