Blogging: Risk and Reward

by Lexi Richards, College of Charleston

Monday morning’s Spring Conference roundtables began with a strong breeze, but that did not stop speakers from sharing their wisdom with fellow Counselors Academy members. While audiences enjoyed breakfast, Ted Birkhahn of Peppercom spoke on the basics of blogging in one of the morning's roundtables.

Using personal blogging experiences to exemplify success in blogging, Birkhahn referred to Peppercom’s Repman blog as a model of the risks and rewards of blogging. Primary audience concerns involved the risk blogging may pose to their own companies as well as to their clients: the risk of transparency and the expectations that brings, the commitment involved to keep a blog vital and relevant, and the point of view being from the reader's perspective rather than the firm's.

Birkhahn’s key point throughout the discussion was that “content is KING!” A unique point of view as well as new and edgy content is what it takes for a blog to thrive and grow. Keeping a blog on the cutting edge leads to another concern about time consumption, as blogs will not become successful overnight and take much work and dedication. Assessing your purpose and providing a unique point of view are essential in creating a successful blog.

Clearly, the risks around time, energy, creativity, authenticity, and vulnerability are important issues. However, the rewards that blogging provides for your brand can be priceless.