From blogs to in-house newsrooms in Brussels' always-on policy environment
You've joined an organisation within a niche sector—one with a unique value proposition tailored for MEPs who truly understand its nuances. Yet, despite the wealth of opportunities your sector offers, it often gets overshadowed by "sexier" industries. As you assess your organisation's online presence, you see your organisation's underutilised blog. Recognising the power of storytelling and direct communication, you're poised to revive this dormant asset.
So, the looming question is: Now what? What should you post, and how can you make your blog not just another webpage on your website but a pivotal part of your strategic communication toolkit? In the crowded Brussels environment, where relevance and attention are fought for daily, how do you ensure this channel delivers your messages?
Can we start by understanding the role of a simple blog in Brussels orgs?
Your blog is more than a static spot for the sake of having one. If thought through, it can become a strategic platform that can shape perceptions, influence policy discussions, and build deeper connections with your stakeholders. In Brussels, where policy and public affairs intersect dramatically, your blog can serve as a critical tool to convey your organisation's insights and stance on pressing issues.
Let's look at what your content planning options are:
Educational content on your policy matters, breaking down complex regulations or reforms to educate and inform those you are trying to reach. This builds your reputation as a thought leader via the teach-than-sell principle.
Insider insights or behind-the-scenes looks at your industry or day-to-day operations. This humanises your sector/cause/organisation and builds trust.
Success stories on how your work impacts the real world, showcasing project successes, member testimonials, or case studies.
Engagement posts like polls, Q&As, or webinars engage your audience actively. This not only increases engagement but also provides valuable feedback directly from your stakeholders.
(To set yourself apart, ensure you advocate strongly for your audience's interests, not just your internal messages.)
A few rules to live by:
Regular posting keeps your audience engaged and helps maintain your blog’s relevance. Determine a realistic schedule, whether it's weekly, biweekly, or monthly.
Get membership buy-in in the content creation process to enhance your blog’s relevance and authenticity. Involve them by soliciting ideas, feedback, or even content contributions for the blog.
Each post should offer value. It’s better to post less frequently with high-quality content than to overload your readers with filler material.
Always aim to leave your readers with a clear next step. Whether it's subscribing for more insights, participating in a discussion, or checking out a related event, guide your audience on what they should do next.
What are others doing?
Blogs that are turned into in-house newsrooms are not a new concept in Brussels orgs. These extremely niche sectors are finding that their "blogs" can not only simply share news but also position themselves as experts in their field. For instance, MedTech Europe’s MedTech Views and the European Environmental Bureau’s Meta are exemplary in how they curate content that resonates with both policymakers and the general public. These blogs are successful because, in the process of providing valuable analysis, offering solutions, and telling stories, their leaders and organisations get quoted by the likes of Politico, Euractiv without having to wait to be contacted.
What are your options?
First off, remember, you can do this! Start by looking at in-house newsrooms as a communications tactic that helps you deliver on all of your comms objectives.
Second, start small
Team up with like-minded experts or influential figures in your organisation to co-author posts, in view of increasing your content's reach and credibility.
Each time you are asked to draft a press release, ask yourself, "Is this really for the press?" "Is it press-worthy?" If your answer is "No!", then that falls under the blog.
Third, remember, those who get it, get it. Those who don't, don't. Don't be discouraged by those who are policing the patch of aging grass. Make sure you surround yourself with those who get it.
Fourth, be bold. Your heart is in the right place. You truly want to make a difference.
Invite stakeholders or partners to write posts, providing fresh perspectives and diversifying your content.
Enhance your posts with videos, podcasts, and infographics. Multimedia content can boost engagement and help explain complex topics more effectively.
Transforming your blog into a strategic asset requires planning, creativity, and a clear understanding of your audience’s needs. As you navigate the bustling world of Brussels communications, remember that your blog is a powerful platform to tell your organisation’s story in a way that is uniquely yours.
Training Invitation
Interested in taking your organisation's blog to the next level? Join me at an upcoming training where we'll look into strategies for transforming your blog into a powerful in-house newsroom. We'll discuss how to formulate a newsroom strategy to deliver on your organisation's communication goals, boost your brand's reputation, and effectively convey the value of your niche industry.
Connect and Discuss
If this sparks your interest, connect with me to learn more or share your thoughts in the comments below.
