Okay, so I do freelance copywriting/storytelling/creative directing/consulting — and now I'm blogging, which from what I hear is, if not dead, at least passé. I'm also someone who actually looks at agency blogs once in a while, and what I find is this: lots of agencies tire of their blogs pretty quickly.
They remind me of the old days when I had clients who got in a bother about developing a newsletter because you know everyone wants a newsletter about industrial plumbing or whatever.
Great! I'd say. I'm sure there's an audience for that. Who's going to write it? Oh, we've got tons of content! Amy in reception is really good at this sort of stuff. She loves talking about industrial plumbing. And the sales guys have tons of stories to share, too.
Okay then! Let's roll.
Sure enough Amy had lots to say. At first. So did the sales guys. At first. Then everyone came to dread the harpy asking for content for the monthly newsletter.
Hey, why not make it a quarterly? Great idea!
Hey, maybe we should publish bi-annually or semi-annually (they could never decide which it should be). Perfect!
What we really need is the Annual Review of Industrial Plumbing News. Love the ring of that!
Better yet, let's make it the Archive of Industrial Plumbing. Sounds important. Let's do that.
Nothing against industrial plumbing per se. In this case, it's just a metaphor. A blog can help your business. But it has to be relevant and reliable to be read. Yours could be if it's not already.
Someone needs to write your blog. It could be me if Amy's too busy.
When I'm not writing for clients, I write about things that interest me.