It's finally time to walk the walk - I've recommended to a client that he create a blog for his Web site. Until now, I've resisted the temptation to use blogs as part of the communications mix for clients just because "everyone has one" and "we need one because our competitors have one." Whenever I probed a bit further as to the objective of the blog, we continually struggled to come up with meaningful and relevant content that couldn't be easily found elsewhere. Hence, the conversations ultimately ended with the question, what's the point?

However, this client, who shall remain anonymous, is becoming a recognized expert in a very narrow field and one that is becoming more important as the economy continues to stagnate. And because he frequently speaks at industry conferences, he has accumulated many interesting and insightful anecdotes that can help his constituents in this area. In most cases, these pearls of wisdom are not appropriate for news releases and I believe a Blog will provide the opportunity to share these very relevant anecdotes to help his community, strengthen his position as an expert in the field, and ultimately generate new business for his services. At least that's the plan, I'll keep you posted.