A while ago I wrote a post under the title “Who says blogs are dying?” that highlighted the effectiveness of blogs in personal brand management but already warned of a move of conversation to social media, something that resulted in fewer comments on blogs, something that today no one can argue that happens.
But more and more gurus are already speaking with certainty that blogs are dead and are quarentonous things with children. This is the case with Jason Kottke in his post in Neiman Labs . Kottke explained that now people, tweets, instagramea, or repost on Tumblr, but no one writes posts anymore. The paradoxical thing about the topic is that he himself uses a blog to report on the death of the blog. Curious, n0?
At about her one of the many questions we clients and students when they have to the blog can be at the heart of a digital communication strategy in a process of personal branding. The questions are usually of the type: What if I can't write? What if I don't know what to write about? Is it really necessary to blog? These are three very common issues that often paralyze, so I'm going to try to give a coherent answer.
What if I can't write?
If you can't write you know you have two options. Learn or let it go. Yes, you can learn to write if you want, today we have excellent professionals who teach you how to do it. It may also happen that you do know how to write but don't you dare take the step; maybe out of shame. I know cases and very close. It happens as with languages, you've spent years studying them, but if you don't start talking about them, they'll do you little good.
If you don't want to write but insist on having your blog, you know that It's possible, since you can create your photoblog, or if you're good at camera your video blog. And there's still an easier option, very common among those who use Tumblr, which is reblogging, something like reproducing posts that you find most valuable (mentioning author and origin) to become a good selecter. I mean, you don't play the game but you choose the best players.
What if I don't know what to write about?
Let me tell you, this problem paralyzes more than the first, since the internet it's full of abandoned blogs (for me an abandonment is when I see a year without publications). The solution to that is called planning, and is one of the parts of a personal brand management process. From your skills, your value propositions and key activities can generate a list of blog categories and from here search for sources of information with alerts to document you. And most of all you don't have to worry, there are highly established bloggers who write improvising, no pre-set scheme, For example Juan Merodio, And they don't do badly.
Is it really necessary to blog?
No. Necessary not. yes right. Today there are digital platforms such as Linkedin that have created spaces for any member to post something like a post, with almost every tool in a blog, ability to share writing on social media…
Right because despite the rise of social networks and their microforms, writing text with complete conceptual elements requires space, and if space is its own, better than better. Converse in 140 Characters, the case of Twitter, has its limitations, although it is true that today the feedback generated by a post is collected more on social networks than in the post itself.
Probably if you had to define what your “digital home” you wouldn't choose a social network whose interface you don't directly control and changes every two to three. In your blog you can collect your personal or professional story, your benchmarks (blogroll), your business model, Services, your specialties, your videos, Photographs, Works, … That doesn't do it - today- no social network.
Personal branding and blogs. Maybe they're not inseparable., but one thing without the other weakens.
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.