Digital marketing assets: Got Blogs? (Need help?)

school of sharks circling
By Tim Lord   |   March 1, 2019

“A relationship, I think, is like a shark. You know? It has to constantly move forward or it dies. And I think what we got on our hands is a dead shark.”

  • Alvy Singer, Annie Hall

A blog is a lot like a relationship—and it is one, in fact, even if it might seem awfully one-sided at times. What’s more, it’s a relationship that comes with a commitment problem, if you’re not careful: Posting a single blog hints, or more than hints, that more will follow. Even if it’s not part of an explicit series, the nature of blogging means that repetition counts, and silence is conspicuous.

So if you as a technology producer start a blog and then fail to nurture it, you’ll end up with a dead shark, too.

Sharks have to keep moving to breathe

There’s no need to commit to a thicker schedule of blogs than makes sense for your enterprise, or your corner of it, but don’t under commit, either. Is blogging once a month enough? It could well be, if your product is mature and you don’t have a flurry of updates or events to announce. Is blogging every day too frequent? It could be, but not necessarily.

Do your readers mine it for usage tips and as a place to engage you with questions? Are your readers looking for clever ways to use your product? Case studies that show success stories they can emulate? Information about technical underpinnings?

These should rule not only how often you blog, but how you blog in sum.

Blogs are flexible creatures

There’s no one-size-fits-all solution, so it makes sense to take advantage of the flexibility of blogs (which don’t cost you like a billboard, a magazine ad, or even a campaign of conventional ads online) by mixing things up: Post entries of different length, and tuned to different kinds of users—then see which ones move the needle most.

Be creative: Feature blogs from your developers and users, not just marketing types, if you want to win respect from the serious IT decision makers. Own up to your bugs and highlight your strong points. And don’t forget to use images: Studies show that blogs with images are stickier.

Finally: Don’t be afraid to take some of the work off your own shoulders; blog entries can be crafted, and appropriate images selected, with your input and approval—so you and your team can focus on your core business.


Low on time and short of bandwidth? DeLaune & Associates can help with your blogging needs; we are technology-savvy and experienced at translating complex information into business-friendly, benefits-driven messaging. Get started today—drop us a line!

Tim Lord

About the Author

Tim Lord is DeLaune's managing copy director. He favors open source everywhere, and serial commas.

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