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Can Blogs Be Useful for Event Marketers?

by Rick Hendershot, originally published in Trade Show Tips

Blogs (web-logs) have become very popular. If you are not up to speed on what "blogs" are, just think of them as online journals. The owner of the blog makes regular posts on whatever topics he or she chooses, and readers are free (or not) to make comments.

If you think blogging is symptomatic of a youth culture enamoured of brainless activites like "reality" TV shows, text messaging and endless cell phone chatting, you are only partially right.

Like your typical teeanage cell phone conversation ("Hi. Where are you now? I'm at the mall. We're gonna hang out for a while. Got to go...") blog content can be nothing more than navel gazing:

"Well, I'm back after a couple of days. Don't really have much to say, because not much has happened. Think I'll go for a drive to the mall and wander around for a while. Need some underwear and might pick up a pizza. G2G..."

It is probably true that the immediacy and regularity of blogging lends itself to this kind of empty content...

Ooops. Time to make my blog entry. What's that? Can't think of anything to say? Well then, I guess I'll just talk about that... OK... "Here I am again. It's time to make another entry in my blog, but I can't think of anything to say. I hate that. Life can be so boring. Well, G2G..."

But as with all attempts to communicate opinions, ideas, or to be creative in new and exciting ways, the medium is only as creative and as interesting as the people using it. Bloggers (like all the rest of us) don't say much in their blogs because they simply don't have much to say. So it is important to get past the superficiality of much blogging and ask whether the medium might be useful for more "important" activities like marketing.
 

Good things about blogs

On the whole I think blogs have a lot going for them. They have a sense of immediacy and a more conversational tone than regular websites. And their structure is simpler and more straightforward than your typical online forum or newsgroup.

Blogs generally have a single theme and so "what you see is what you get". This makes them much more "interactive" than most other web communication media, because it doesn't (normally) take a week's worth of visits to figure out what is going on. Certainly blogs are more interactive than traditional websites. And they make email-based ezines seem downright old fashioned.

But does this make them useful for marketing purposes, and are blogs likely to replace traditional websites and ezines as the go-to formats for online marketing?

No and Yes.

There are things we can do with ordinary static websites that are not suited to blogs. Catalogue or reference material, for instance, must continue to contain reliable, stable and therefore relatively static detail. The same goes for much product description material, legal mumbo-jumbo, and technical information.

But blogging is ideally suited to ongoing communication with clients, customers and prospects. And this is why it is particularly important for marketers.

For instance, a client of mine who is a real estate agent wants to make new listing updates available to subscribers. A blog is a perfect place to do this. He can post his regular listings on a daily basis, and mix in other news and promotions along the way. Regular email messages can be sent out to his subscriber base reminding them to "check today's new listings in my blog". He can even turn it into an "RRS Feed" and syndicate his blog information so other webmasters can post it.

Promoting Events with an Event Blog

Could blogging be useful tool for event promoters? I think so. Compared to a static event website that just sits there as a resource for people interested in your event, an interactive blog is never "finished". It is an on-going "work in progress" where you can add unfolding news, changes in plans, adjustments to schedules, "how it's going" updates.

This is the whole point of a blog — to use it as a journal where you enter regular progress reports, comment on developing news, and share opinions on things that will be taking place at the actual event.

It is not hard to see how this can keep people more interested than they might be in your static (unchanging) website. The regular updates provide much more incentive for them to return and have a fresh look at your blog.

And of course you can have interaction with blog visitors. This is definitely one of the attractions of blogs. People come back and check them out for useful information shared by contributors and visitors. In the case of your event blog, most of your visitors will be customers and prospects. Keeping in touch with them and sharing information about your products and services is one of the most important advantages of blogging.

In the next couple of articles in this series I will report on my own experiences with a couple of blogs I have started. I'll also talk about some of the blogs I've visited, and give some suggestions on how to get your own blog going.


Rick Hendershot is the publisher of Linknet News and president of Linknet Promotions.

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