• Recent Posts: Influencer Relations

    Saying farewell to David Bradshaw

    Saying farewell to David Bradshaw

    A funeral and celebration for David Bradshaw (shown left in this 2000 Ovum awayday photo, arm raised, with me and other colleagues) is to take place at West Norwood Crematorium, London SE27 at 2.45pm on Tuesday 23rd August and after at the Amba Hotel above London’s Charing Cross Station, on the Strand. David considered that that Ovum in that incarnation was […]

    David Bradshaw 1953-2016

    David Bradshaw 1953-2016

    David Bradshaw, one of the colleagues I worked with during my time as an analyst at Ovum, died on August 11. He led Cloud research in Europe for IDC, whose statement is below. David played a unique role at Ovum, bridging its telecoms and IT groups in the late 1990s by looking at computer-telecoms integration areas like CRM, which I […]

    AR managers are failing with consulting firms

    AR managers are failing with consulting firms

    Reflecting the paradoxical position of many clients, Kea’s Analyst Attitude Survey also goes to a wide range of consultants who play similar roles to analysts and are often employed by analyst firms. The responses to the current survey show that consultants are generally much less happy with their relationships with AR teams than analysts are. The paradox is that as […]

    Fersht: some IIAR award-winners “just tick the boxes”

    Fersht: some IIAR award-winners “just tick the boxes”

    Some of the firms mentioned by the IIAR’s analyst team awards fall short of excellence. That’s the verdict of several hundred analysts who took our Analyst Attitude Survey, and of the CEO of one of the top analyst firms. Phil Fersht left the comment below on our criticism of the IIAR awards. We thought we’d reprint it together with the […]

    Do the IIAR awards simply reward large firms?

    Do the IIAR awards simply reward large firms?

    The 2016 Institute for Industry Analyst Relations’ awards seem to be rewarding firms for the scale of their analyst relations, rather than their quality. In a blog post on July 6th, the IIAR awarded IBM the status of best analyst relations teams, with Cisco, Dell and HP as runners-up. Together with Microsoft, which outsources much of its analyst relations to […]

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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