Question

Topic: Social Media

How To Create A Single Blog For Multi-industries?

Posted by Anonymous on 4/17/2011 at 10:35 AM ET 125 Points
Hi,

I have a curious marketing question. Our company covers market research on all industries but the main industries are 1. Consumer + Retail
2. Telecommunications
3. Energy
4. Pharmaceuticals

We want to launch just ONE blog (not enough resources for 4) What would you suggest=

- Launch 1 blog on one particular industry and risk overshadowing the other industries

- Launch one that encompasses all and risk being irrelevant to readers

- Launch 4 with limited resources and risk bad quality

- Launch none

- Other??

I appreciate your responses and thank you in advance

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RESPONSES

  • Posted on 4/17/2011 at 10:59 AM Moderator
    Start with a clear explanation of your objective: WHY do you want a blog (or 4)? What are you trying to accomplish? How will you measure success?

    Given the options you've set out, the only one that seems to make sense is launching just 1 blog. The question remains: What's the objective?
  • Posted on 4/17/2011 at 11:14 AM Author
    Hi,

    On the current website we have an 'articles' section which we are deleting on the new website build. We highlight news, research findings, link from interesting articles to reports which might be interesting to readers.

    And, we also want to let people know about our free webinars and whitepapers via linkedin.

    We have a lot of content that usually goes inside the article section but will now go on the blog.

    Objectives: 1. provide content valued the industry and create a community - 2. show the value of our research reports.
  • Posted by Jay Hamilton-Roth on 4/17/2011 at 11:21 AM Accepted
    If you must create a single blog, use different categories of postings to differentiate the different industry specialization. That way it'll be easy for a visitor to quickly find what they're looking for. You can furthermore probably link from each of the main pages for your websites directly to the different category entries, effectively pre-filtering your entries.
  • Posted on 4/17/2011 at 9:15 PM Moderator
    I worry that if you try to position yourselves as experts in all four areas of market research, you'll lose credibility in each of them.

    As you well know, there are hundreds of market research firms out there. You need to have something that makes you stand out from the crowd. Even if you have legitimate claim to expertise in all 4 areas, it's going to be difficult to convince someone in, say, pharmaceuticals that you are expert in that industry when they see you claim expertise in the other three areas as well.

    That's why I'd recommend that you do a great job in one area. If/when you have that working to your satisfaction, you can always consider either a separate site or another approach to add the others.

    For some reason, many/most companies tend to over-value industry expertise and under-value breadth of experience across industries. If you want the credibility with those folks you'll have to sing the song that fits their tune.
  • Posted on 4/25/2011 at 5:44 AM Author
    Hi,

    Thank you all for your comments, however I am back to where I am was in the beginning, that is, wondering how to tackle the 'blog issue'.


    Thank you for your comments and your time, much appreciated.

    I guess, it comes down to the very thing that everything does: the execution.

    Thank you again.

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