• Recent Posts: Influencer Relations

    Top ten global analysts: 2016’s outstanding research

    Top ten global analysts: 2016’s outstanding research

    2016 produced some outstanding analyst research. We’ve picked the best articles from each of the world’s ten leading analysts firms, as ranked in the 2017 Analyst Firm Awards. Together they show how diverse analysts’ most compelling content can be, including deep quantitative research into mature markets, like cellphones; pointed competitive insight into corporate changes, like Dell’s integration of EMC, and […]

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    IDC overtakes HfS in 2017 global Analyst Firm Awards

    Gartner and Forrester’s leadership is no surprise, but this year IDC has won back third place in our annual Analyst Firm Awards, pushing HfS Research into a still-impressive fourth place. PAC and Ovum have also risen substantially this year, rounding out the top six. In last year’s awards, we saw that firms that could create business leads for their clients […]

    Analyst Value Survey shows deeper frustration with industry analysts

    Analyst Value Survey shows deeper frustration with industry analysts

    I’ve been in New York this week discussing the Analyst Value Survey with both Kea clients and industry analysts. The 2017 report will be available early in January, but the responses show that many users of analysts’ services are reaching out to more firms than before, and are gathering quite uneven value. Firstly, the good news is that many users […]

    Webinar: Survey shows new risks for analyst relations

    Webinar: Survey shows new risks for analyst relations

    A first glance at the Analyst Value Survey shows new risks emerging for analyst relations professionals. We’re hosting a webinar on November 30 to hear how leading AR professionals are responding to them, and what the best practice is for your analyst relations program. Three risks stand out massively. First, there a big gap between the firms that vendors think […]

    Vendors’ five key thoughts about analyst firms

    Vendors’ five key thoughts about analyst firms

    Five things stand out from vendors’ responses to a survey we conducted after our Analyst Relations roundtable at the English Speaking Union. Analysts (including analysts who call themselves consultants or advisors) are often thought to have bias, especially if most of their revenue comes from vendors. Sometimes the effort put into staying informed makes analysts seem very process-driven but less […]

Can I use a newsletter to promote my AR blog? (AR Practitioner Question)

Question: The following question was asked during a Blogging for AR webinar “Can I use a newsletter to promote my AR blog?”

The answer is “yes.” A newsletter is one of many tools AR should be using to increase the visibility and traffic to its blog. A regular newsletter (e.g., sent the last Wednesday of every month) could highlight some or all posts on a blog with a simple one sentence tease with the link to the post. Do not include the full post as you would want the analyst to get in the habit of visiting your blog. In addition to promoting the blog, this regular – and short – newsletter could include news about events, links to especially important financial statements or other web posted information, and even links to press releases, if they were highly relevant to analysts.

SageCircle Technique:

Other techniques for promoting an AR blog include:

  • Include a link to the blog in your email signature block
  • Include a link to the blog in any PowerPoint presentations or PDFs
  • Mention the blog during inquiries and briefings
  • Send personal emails to targeted analysts about a new blog post that might be of especial interest to that particular group of analysts

Bottom Line: Blogs can be a very powerful communications tool in the AR toolbox. However, they can only be effective if the analysts are reading the blog. AR teams must use good marketing techniques to promote their blogs in order to increase readership.

Question: AR – Are there additional techniques for promoting a blog that you like?

One Response

  1. Hi Carter,

    A related question: I’m wondering why people have an AR blog at all. I mean in house AR people, especially large companies.

    I’ve looked at a lot and it’s unclear what the goals and audience are. Some are clearly internally focussed (look at my accomplishments and promote me please) and others aimed at analysts are redundant with other public channel.

    Do you think analyst get anything useful from the latter category?

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