Blogging used to be a big deal, but now it seems so 2014.
That’s not a surprise: In today’s world, especially in communications, things move quickly. What’s hot in terms of communications one day literally is defunct the following day.
Just ask anyone in Generation Z if they remember Myspace. And in the newly dubbed Generation Alpha (those born after 2010), you’ll just be met with blank stares.
Blogging hasn’t met that same ignominious fate, but it’s often off the radar now.
Just a few short years ago, blogging was popular with seemingly everyone (individuals and businesses alike). Rare was the larger company that didn’t regularly post about whatever topic it wanted to promote.
Blogs still exist, even if they aren’t often a topic of conversation. Some are even popular, but they don’t draw much attention, as things like podcasts and social media sites like TikTok (especially for those who like to showcase stupid things) seemingly dominate.
However, you shouldn’t be abandoning any utility website blogs you already offer and if you aren’t blogging, perhaps you should.
Why, you may be asking?
The primary reason is blogging is an ideal way to release key information in manageable chunks; even better, your utility is controlling the message 100%.
Consider a press release. Yes, you determine what goes in the release, but once it’s in the hands of a journalist, that person will pick and choose whatever material they want, then talk to sources who may or may not promote the same message as yours.
In other words, a blog is a great way to get a message across
However, if you’re going to blog, you must commit to doing so regularly. Many bloggers start with great intentions and regular postings but gradually lose interest. You must make the blog, whether posted directly on your website or somewhere else, a place would-be readers check often.
Otherwise, you’ve built an audience, then let it down. You’ve got to be in it for the long haul.
Each week, a post or two would be ideal. Any more and you risk boring your audience with information overload – you need to make your posts count. Any fewer and you will struggle to build readership.
As for blog post length, less usually means more – which is often the case in communications. Shoot for posts that fall somewhere between 300 and 500 words, which is an amount that can be read in a couple of minutes. That said, varying the length can work, too. A 100-word post may say all that needs to be said, and sometimes it takes 700 words to properly impart a message.
Use short sentences in your writing; clear and concise phrasing is important. Because you’re likely writing for a general audience, avoid technical terms and industry jargon. If you must get technical or jargon-y, take pains to explain what it means.
So, what kinds of things should you write about?
Consumer-related topics are always likely to be popular, such as energy-saving tips or reminders to call before someone digs or cuts brush around power lines.
Informative posts might do well. For example, you can explain how power poles are replaced, illustrating the post with photos or links to video.
Highlighting interesting employees or company programs should be a regular topic. Putting a face to your utility will help humanize what many consider a faceless entity. You don’t want the posts to be too promotional, but it’s certainly nice to recognize interesting or outstanding employees.
A blog can also be a resource, such as the inserts you may or may not include in your bills. It never hurts to remind customers of the numbers to call if there’s an outage.
And unlike a press release, you can certainly take a more relaxed stance occasionally or even have fun with it. If you post, say, right before Halloween, you can write a post about the costumes employees wore to work. Or you can even solicit readers to tell you about their favorite candy treat. Reese’s Peanut Butter Cups for the win.
It should go without saying to be cautious about what you post, especially in these contentious times. Steer clear of religion, race, politics and any other hot-button topics. If you think that proposed content might offend someone, you can probably assume that it will.
As always, your PR mission is to find as many paths as possible to communicate with your customers. Blogging is one way to do that that likely won’t require too much effort and might even be fun.