Shel Israel over at Naked Conversations asked last week what kind of companies should or should not blog.
That question bounced around this week during a new business pitch at a company that doesn't currently blog, and hasn't thought of itself as the *kind* of company to blog. It made me think that we're not yet ready to comfortably say duing a new business pitch "Company X shouldn't blog because.." or "Company X should blog because..."
There's so much education that needs to take place before we get to that point that the question to the (potential) client instead might be, "Is there a possibility of reaching your audience through blogs?" The answer to that is arrived at through discovery; asking who exactly is the decision maker the company is trying to reach? Who is the next level below the decision maker that has influence; and who could be considered internal champions? Do they read blogs? Once answered you can move forward and determine whether or not to invest the time necessary to move forward with blog recommendations.
- JR