Improve Your Blog (2 of 5)
on Jun 29, 2012
In the end of 2011, tThe industry welcomed new blogs (Columbia Management, AllianceBernstein, and Jim Swanson of MFS) as well as second edition blogs from a few firms (e.g., Franklin Templeton’s Beyond Bulls & Bears). Our best series has never had so much selection. Our first idea to improving your blog was obvious: inject personality.
The second idea is also pretty straightforward: blog frequently enough. What’s enough? That will be different for every firm but here are some guidelines.
- More than five per week is too much.
- Less than once per week is too little.
1 to 5 is the right range because it keeps your investment team top of mind without being overbearing. There’s a relationship between frequency and length. And we’ll explore length in the next edition.