If you’re reading this blog (or any blog, probably) you’re aware of how big blogging has become and how useful it can be in starting a dialogue with others. Blogs are great tools for open communication and spreading ideas, though it’s just as important to listen as it is to talk.

Corporate blogs are starting to be used as ways for companies to:

• Communicate with customers
• Communicate with employees
• Branding/PR purposes

The real value of blogs is the dialogue they create. Blogging can benefit many businesses, and there are specific benefits and applications for sports marketing/consulting agencies and other sports business companies. Here are some reasons why your agency should blog:

Blogging and putting ideas in front of as many people as possible can help establish an agency as an expert in its sport/area of work. I have not found a good example of a sports agency that blogs. Are there any out there? Whichever agency starts one first, can claim that it is the sports agency blog expert, since there isn’t much/any competition out there.

Agencies can use blogs to monitor conversation about their athletes, properties, sponsors, and other clients. If there is a controversy/big win for one of your clients, how do people feel about it? Blogging isn’t just about writing and creating content; it’s also about listening and using what you hear to improve things and make changes.

Since blogs attract a passionate, opinionated audience–often the trend-setters, they can be used to reach new brand/athlete advocates. If you’ve got someone commenting on every post about your client, maybe you can send them some free stuff or ask them to spread the word about X event to their friends. People really appreciate this and it’s an excellent (and cheap) way to get a message out.

Agencies can use blogs to find the next big idea, sport or athlete. One way this applies is that an agent who reads a few extreme sports blogs may be able to find the next big snowboarding star before he/she gets big. A consultant may be able to find out about a great event with grassroots popularity. The consultant could recommend that his client get involved and both the sponsor and the property could work together to build the event into something special

While there are reasons why agencies should blog, there are also a few reasons why they shouldn’t:

• If you can’t make a dedicated effort to update it regularly (at LEAST 2x per week).
• If you’re scared about putting “unfinished” ideas out there
  • Blogs are meant to be informal. They’re often places where ideas are developed. Good ideas can be built on. Bad ideas can be shot down. If your agency is afraid of criticism don’t blog.
• If your agency isn’t honest/open about its efforts

A blog is a lot of work, but corporate blogs are even more work because you’re always wondering how a certain post or comment may affect the perception of your brand. If you’re not fully committed to learning (and making some mistakes along the way) it’s probably better for your agency to listen and look, instead of having a corporate blog. In the very least, agencies should monitor some of the key blogs in their sport/field, so they can see what’s hot/not, get a variety of perspectives and identify new opportunities. In the very least, stop, look and listen.

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