We Need a Blog
We need a blog. Four simple words when said by a board member or Executive Director can make a Marketing Director tense up. But who will write it? What will we say? How often do we need to update it?
With limited resources, writing and content is assigned to a junior level marketer who has the best intentions but lacks a compelling voice and/ or the empowerment to write openly. Then the blog becomes a catch all for press releases, links to media coverage, and occasional artist posts. They are often written in a marketing voice and the veil to hide the desire to sell tickets is very thin. What is the result of all of this effort? A very boring blog that no one reads and certainly does not sell tickets.
I always use Steppenwolf's Blog as a great example of what an institutional blog should be. The blog delivers interesting content written by contributors from the administrative staff and artistic side. This post by playwright Tracy Letts about the 1% of theater-goers who misbehave is brilliant. It's funny and personal and is not promoting a Steppenwolf production. I would enjoy this even if I'd never heard of Steppenwolf.
Any other great blogs institutional blogs out there?
