We are in the process of pitching a new client in Silicon Valley. Part of our pitch to them is not just helping them reach their communications goals through traditional media and analyst relations, but helping them expand a bloging initiative currently under way.
Their blog won’t promote their product or technology. Rather, their blog serves as an independent voice and thought leadership in their space.
Part of our pitch will be to help them refine their voice, develop new content and subject matter, and join in the conversations of their space. This initially involves "listening" and then commenting on related blogs. This process is perhaps the most challenging, and time consuming, but in the long run I really feel will pay off.