There are many reasons why a public company should have a corporate / investor relations blog. Yet, many companies simply don’t have one – for various reasons. One of the most frequent reasons given, is that management is worried that they won’t have enough content for keeping their blog up to date, relevant, and blog worthy. That raises the question of how often should you post new content to your blog? While the short answer is there are no hard and fast blog post rules, the answer really comes down to as often as you can create quality content. In this post, we wanted to share just one great way that you can increase the frequency of adding great new content to your blog.
Like most public companies, you most likely receive inquiries from investors asking either about various elements of your business or for clarification on something you have previously disclosed. Why not use your blog to share answers to these questions posed by investors and other stakeholders? In other words, make use of investor inquiries to fuel your blog postings. Keeping in mind that the person asking the question may not want their identity and/or contact information shared, simply don’t include it. Also, you may want to wordsmith the question (and the response) to tie it back into your core messaging. Our client, Critical Outcome Technologies, uses its blog to provide answers to questions from investors on its ‘Ask Dr. Danter’ page (see below).
If you post answers to questions regularly, you will not only have more frequent blog content, but you will also have a database of answers – creating a valuable resource for investors and other stakeholders. This can be a great time saver if you find yourself being asked similar questions time and again by phone or email. Simply point these people to the blog where they can find all of the answers and other great content about your company.
9/9/2013 04:36:13 am
Great topic - and I like your line of thinking. I would even open it up further and say investor questions (or anticipated investor questions) should be an important consideration for all IR content - from conference call scripts to investor presentations to proxy materials and more.
9/9/2013 05:02:16 am
Thanks for the comment Rob. I agree with you fully. You raise another good idea - in addition to actual questions, companies can use anticipated questions to generate content.
9/9/2013 07:47:52 am
Yes, great post Trevor! I'd like to add that answering questions on a blog can help beef up the FAQ section of a company's IR website. As I see (way too often), redundant questions such as 'What is your stock symbol?' or 'What is the name of your transfer agent?' So adding questions of value and linking to the blog for the answer would be useful.
9/9/2013 09:58:58 am
Absolutely Sheryl. Many companies, if they have an FAQ section on their website fail to update it once it's first published. Often the FAQ section of a company's website hasn't been updated since the company went public. There's not much value in that at all.
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