Why quality’s key to a successful event blog


By Jim Mortleman

Given that anyone can publish a blog, and several hundred million have, it’s hardly surprising there are blogs covering every topic, style and format imaginable. Only a tiny fraction ever get more than a handful of hits, and an even tinier fraction of those ever gain any significant audience or influence. So as an event organiser, the first thing you need to do is let go of any notion that the goal of your blog should be to make an instant splash and catapult your event to social media stardom in your sector.

Blogs are a slow burn. And chasing ‘quick hits’ in the hope of becoming an overnight success is a flawed strategy. Focus on producing the highest quality content you can within the budget you set – stuff that’s really relevant and/or compelling for your target audience – then share links to your posts on your social network feeds. It may take months, even years, to establish your blog’s credibility among your...

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