Should Consultants Blog?

Maybe it’s beside the point to ask if consultants should blog given that so many already do—including this one. But when I recently read an article claiming that all professional service providers must have a blog, I was struck by the author’s all-or-nothing tone.

Hundreds of thousands of blog posts have dissected the power and benefits of blogs, so no need to rehash that subject here. But should every professional service provider author a blog? I don’t think so.

No offense, but some of the greatest consultants I’ve met are mediocre writers. They can work wonders with client executives, consulting teams, and even prepare snazzy PowerPoint presentations. But they shouldn’t try to write blogs.

And some consultants already create a high level of client demand for their services using other channels. They don’t need blogs to attract more clients.

In some industries, blogs just may not matter to clients. If the purpose of a business blog is to reach your targeted audience, it’s best to know someone out there would want to read your stuff. Any one of us could rattle off a number of industries where blogs are still an oddity, not a fixture.

And finally, to paraphrase Doc Searls, you need to be a good blog reader before you can be a good blogger. Even though anyone can have a blog running in minutes, that doesn’t mean everyone should.

I’m a big fan of blogs. But I believe every business and individual is different, with unique strategies, tactics, customers, suppliers, and employees. Black and white advice glosses over important nuances that can make the difference between success and failure.

I believe consultants should blog, just not all of them.

Comments

[Andrea Coutu]

I agree with your points. I'd add that consultants should be selective about their blogging. There's no need to blog just for the sake of making a post. Content is still king.

[thalasos]

My blog have few consultants links, but they are within the "clever" section.
I don't know what about, the issue, with to blog or don't.
You are able, do it.
Couple years yet to blogs tsunami. this is an op.
Blog it. Sure. Brain tsunami too.
Don't waste time, as i do.
Hugh blog this one. Nice name, too.
Apologizes for language mistakes. Spanish, mine.

[JSLogan]

There are at least four points in your post where I reached for the keyboard to start a comment or trackback. It's that good.

Two things you mentioned that hit me the hardest 1) blogs are a means of business, not an end...that means you use them when and where appropriate to support a business objective 2) blogs...just because you can, doens't mean you should.

[Michael Martine]

You raise a good point. Blogging is writing, and the best blogs are well-written. Many folks may be terrible writers, but are excellent communicators in person. Perhaps video or audio blogs might be for them.