This morning, I read a post over on the Vocus blog from marketing strategist and author Geoff Livingston, where he weighed the value of a blog post vs. a press release for making announcements. He was debating which one to use to announce that he would be selling his new book at an upcoming convention. Ultimately, he opted for a press release, because he thought a blog post would not be valuable enough to his readers, and would be more annoying than anything.
When a blog is well read by a community, usually it’s because the blog offers specific content. Readers want the latest from a personality or information about a subject matter. It’s critical to stay on topic and serve them well. Announcements like event appearances usually don’t work well on blogs, though you can always put a badge up on the side rail.
I totally get this. When you create content, you want to first serve your audience, and not just for the sake of creating content. And perhaps, in this particular instance, choosing a press release over a blog post was the right decision because of the context of the announcement (the book is a science fiction novel), and who Geoff is trying to target (attendees of a science fiction convention in Texas). But when is it the right time to make an announcement in a blog post, and how should you do it?