Yesterday I asked myself the question “Why do you blog?” With nearly 2,600 posts and counting, it’s high time. I mean I am a strategist after all, preaching focus and intent daily. Do I blog to teach and make myself look smart? Do I blog to generate business inquiry and revenue? Do I blog to inspire thought and action?
One thing I do know, I blog to become a better writer. No wise cracks.
A great many of my posts seem to target people who don’t understand brand strategy. And because those people don’t understand, they aren’t searching for it. Chicken and egg. And to be totally honest brand strategy is a fairly arcane and untested science.
As for my heroes in the brand strategy community, they already know this stuff. They are informed. So I can’t be writing for them. Tyro brand planners? Yeah, they would find these writings more worthwhile.
Potential clients, where the consulting money is, are searching for marketing solutions. So while that target is into baseball I’m writing about football. Doh!
I like hanging with brand people. Talking insights. Tools. Learnings. And success. Were I to quantify the number of said strategists, however, it would probably number less than 1,000 on the planet. Some might call them a dying breed. (I could even link the decline to global warming if I worked at it.)
So perhaps it’s time for a redirect. From now on, I will make an effort to speak more to marketers, not planners. Maybe one or two more blog posts a year. Hee hee.
Phew, I feel better.