Blogging: Is it worth it?

In the last two years, the globally popular, effective and profitable trend of blogging is constantly gaining ground in our country as well.

The range includes almost everything: from fashion, sports and entertainment bloggers to political analysts, journalists and academics. When it comes to the field of Public Relations, several professionals in the field have turned to online engagement and consequently use social media and blogging to a large extent. But how many of them meet the specifications and have the characteristics of a professional blogger/influencer? Considering that very few of them have the theoretical background, credentials, professional experience, visibility and consistency of the successful blogger, the answer is both easy, simple and short: Very few.

More and more companies based in Cyprus are making the right choice in the wrong way. They choose to invest in influencer engagement and a blogger’s keyboard, yet settle for the little that the average casual blogger can offer, ignoring that working with professionals in the field yields much more than a relatively short-range recognition. There is no reason to settle for anything less than ideal: Professionalism, knowledge, inspiration, consistency, communication, interaction, measurable results.

Choosing a blogger/influencer with the above characteristics is the first step towards effectively promoting your brand, expanding your audience and interacting with it. The second step starts with a question: Is the blogger audience you’re thinking of working with relevant to your overall brand context? The answer comes easily from an example: Kim Kardashian has millions of followers and a dynamic presence on social media. It is proven to influence the majority of them and is paid accordingly. For many brands, he is the ideal influencer. But would it be the right choice for a tax consulting company or for a publishing house that specializes in philosophy books?

The professional blogger/influencer can adapt his strategy and style to the needs of your company but it is also necessary that his profile and audience are compatible with your brand. Finally, when it comes to professional blogging we must not forget that, as in many other areas, quality and quantity must coexist harmoniously. One great post a week or ten low-quality posts a day do absolutely nothing. Finding the golden ratio is a product of experience, knowledge and talent!