This topic presents itself quite often for us – the idea of creating a blog for one of our productions. Whether it’s a blog written by a cast member or blog postings written in character by the playwright, there are clearly opportunities for live entertainment properties to leverage their creative talents to create a blog. With that said, you have to ask the question “WHY?” Why would your target audience read it? Why would people return to read more? Why would this content prompt someone to want to buy a ticket or tell a friend? Why is your time creating this blog not better spent somewhere else? Some of our best marketing campaigns have been based around creating a blog – but I can say with certainty, that they are not right for everyone because when you answer all the “WHY’S?” I listed above, you often will realize that there are better ways to spend your time.
What I would recommend most – don’t blog for the sake of having a blog. Blog because it is truly in-line with your overall marketing goals.
Don't take my word for it - read the following article that lists ten reasons you shouldn't be blogging (there is also a few companion pieces as to why you should be blogging).
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