Writing a blog about your industry can be a very useful way to start discussions with influencers in the area that you work. By publishing your views you become an influencer yourself as people will read and share your articles – assuming that what you have to say has some intelligence and insight.
But when you start out thinking of how to publish a blog that is related to your work how do you decide whether to just go it alone and publish a new blog on your own terms or to start contributing to an established journal?
There are some pros and cons on both sides. Trade journals and trade associations are usually happy to publish great comment from people in their industry. It gives their readers good information direct from leaders in the industry, but of course anyone approaching a trade journal editor with articles that are just an overt sales pitch will be shown the door.
The big advantage of getting a regular blog in a journal that is already established is the audience and credibility. You will be publishing in a journal that already has a lot of readers and probably has a good reputation in the industry.
However, you need to maintain a good quality of comment, avoid the sales pitch, and keep on finding interesting areas of the business to comment on and also jump through the editorial hoops a journal will put in your way. There might be some exciting breaking news that you want to blog about, but with a couple of editors checking your copy it is unlikely you can get any comment online immediately.
Do it yourself on the company website and you have complete control over what you say and when it is published so you get far more freedom, but building an audience may be a struggle.
Going it alone or using an established journal each have their benefits and if you can use both in a combined strategy then it’s even better for your brand. Try emailing a few trade editors in your industry – they might just like what you propose!
Photo by Hamed Saber licensed under Creative Commons