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.
