I get asked this question a lot.
My typical answer: For most mediators, no. For mediators who’ve set a solid marketing foundation, the question gets answered as part of the right mediation marketing groundwork. When you know what you want to accomplish with your mediation marketing, and for what audience, then you’ll know if blogging is a good ADR marketing strategy for you and your ADR business.
But don’t just take my word for it. Ask Lorelle van Fossen, whom I met at a bloggers conference last May. She’s one of blogging’s high priestesses (deservedly so) and she calls ’em like she sees ’em. Lorelle’s answer to the “should I blog” question is worth reading in full at Why Blog? Here’s an excerpt:
I’m often contacted by companies who tell me they need a blog. “So how do I get a blog?”
“Why do you think you need a blog?”
“Everyone’s got a blog. I need a blog.”
No, you don’t. Not everyone nor every business needs a blog. Should they? Maybe? But do they need one? Absolutely not.
Don’t blog unless you have a specific purpose for blogging. Don’t blog as a marketing strategy unless you’re ready to make the commitment. Otherwise, blogging becomes another casualty of the Opt and Dropped trap.
Do you need a blog? Only you can answer that. Do you need a web presence? Oh, yeah. Maybe a blog should be part of your presence-building strategy, maybe not. Let me know if I can be of assistance in figuring out what’s right for you.
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