Reason for being of a blog about communication

It has been more than 14 years —and without missing a single week of the appointment— that this blog is part of the professional routine of the Agency comma. This consistency is not just an internal achievement, but a commitment to what we believe is essentialhaving a space of one’s own, for reflection, for value, for sharing… acquires more meaning than ever before.

The sector is undergoing constant transformation. In my almost three decades of specialisation, I cannot remember a single moment when we have not had to face reinvention. Now it is time, on the one hand, for technological acceleration: the emergence of artificial intelligence, the new channels, the fragmentation of audiences. On the other hand, the growing threats: information overload, fake news, the loss of coherence in the messages, the questioning of the ethics of the ‘anything goes’, and, ultimately, a greater demand for credibility and transparency on the part of the audiences.

For those of us who work in communications, this means that it is no longer enough to simply ‘make noise’, even though some may believe otherwise. We are required to provide meaning and judgement. To communicate effectively, to narrate with perspective and consistency, to listen to audiences, to stop and think… All of this has become more valuable now.

But is the blog still a fundamental part of the website?

I am struck by the number of websites that host a dead blog, abandoned, sporadic, inconsistent. It doesn’t make sense. Does it take a lot of work? Yes; is it very demanding?: yes; does it open up opportunities for you?: yes; does it make room for other minds?: yes; is he getting the most out of the game?: possibly not.

But… Why do we insist on the need to have a blog?

• Presence and memory. The blog is a living archive of ideas, debates, trends, mistakes and lessons learned. With more than 14 years of history, our blog not only represents us, but also documents the evolution of the sector.
• Authority and positioning. In the digital environment, having a well-managed blog reinforces brand authority and professional reputation. Today, search engines, like the artificial intelligence that is coming into play, value structured sources with depth and consistency.
• Visibility in the era of AI. The paradigm of positioning has changed. Beyond the realm of classic SEO (Search Engine Optimisation), we are seeing emerge the concept of Generative Engine Optimisation (GEO): optimisation so that the content is cited or used by systems of generative AI. This is not the first time that we receive a potential customer because AI has recommended us.
• Control over one’s own discourse. A personal blog does not depend on the changing algorithm of a social network or external media. It is our space to think, express opinions, correct… without external filters. In times of fake news and manipulation, this is also part of the communicator’s ethics. And this is of particular interest to us.
• Educational thread for the sector. Not only for us, but for those who are just starting out: showcasing the blog, its continuity, its value is also an example for other professionals or agencies who today can consider whether it is worth starting a blog.

Threats that loom (and how the communication blog can respond)

• AI as a challenge of automatic content generation automatic: the ease of generating texts using machines requires that blogs offer something more human, critical, unique. A perspective of their own, different, more realistic and human.
• News fake, information saturated: the public already distrusts. A serious blog can connect with confidence, with transparency. It creates a track record that is well worth the reputation.
• Format and consistency weakened: many formats scattered, messages varied without thread; enter and exit. This is something we see every day with our new customers. The lack of consistency in our own channels is the order of the day of the day. Maintaining a blog requires discipline, strategy, planning, that stopping to think…
• Ethics and responsibility: in an environment where immediacy is key, blogging allows us to take a step back, reflect and raise ethical questions.
• Change in the rules of visibility (GEO, AI, searches without clicks): if we do not adapt our content to how AIs ‘read’ and ‘quote’ it, we run the risk of being invisible.

4. Practical tips for a good blog about communication (and may this post serve as an example)

Here are some key lessons we have learned after more than a decade of writing, maintaining, and evolving this blog:

• Consistency above all else: the commitment to publish regularly (week after week) builds habit in the audience and authority in search engines. And yes, sometimes we get caught out… but we get there; we always get there.
• Topic and added value: each post should raise something worthy of attention: an analysis, a different perspective, a prediction. Not just what is happening, but why it is happening and why it is important.
• Clear structure: title that grabs attention, subtitles that guide, bullet points or sections educational. Readability is key.
• Language of their own and voice authentic: the blogs that stand out have a tone that is recognisable. Here we combine experience, approachability and rigour. ‘Something’ very comma.
• Basic SEO optimisation: relevant keywords, user-friendly URLs, meta descriptions, high-quality internal and external links. This remains fundamental.
• Optimisation for the era of AI (GEO): in addition to classic SEO optimisation, think about how your content can be cited or referenced by generative IAs. It uses natural vocabulary, defines terms well, and structures for direct responses.
• Internal linking and context: linking to older posts strengthens your blog as a coherent repository.
• Promotion and distribution: the blog does not live only on its URL; share it on social media, newsletters, and use earned channels as well.
• Measurement and improvement: use the data to see which topics work, which tone connects, which formats generate the most engagement.
• Ethics and transparency: declare your sources, be careful with statements, and maintain consistency with your values as a communications agency.

How to organise your blog within a communications agency’s strategy

An agency’s communications blog should serve three simultaneous purposes:

1. Own brand: for the agency to build authority and reputation.
2. Value for customers and the sector: topics of interest to both end consumers and professionals in the sector, as well as those who are currently in training.
3. Lead generation / visibility: content that attracts qualified traffic, positioning the agency as a benchmark.

For this purpose, we recommend:

• Create an editorial calendar for, at least 3 months, although not losing sight of current events, which can be sent to drift part of the forecast that you have made.
• Devote a percentage of your time to researching what is coming: trends, AI, ethics, regulation, etc., without losing sight of case studies, changes in regulation, best practices, etc.
• Involve the team to generate a variety of voices, fields of knowledge, and areas of expertise. It is wonderful to see how, when we step outside our daily routine, we can feel the power that we all have within us.
• Regularly review old posts to update them — especially in a fast-changing sector. Let’s not disregard the work we’ve done.

Conclusion: continue writing for pleasure, but also as a strategic act.

Maintaining the Agencia comma blog for more than 14 years has not only been an exercise in discipline or a strategic move. It is a commitment, a key element in resisting (AI, falsehoods, noise) and moving forward (authority, visibility, reputation). But it is also a pleasure. The pleasure of writing.

If you are a communications professional or agency considering starting a blog, do so with purpose, consistency, and your own voice. And do so knowing that you are sowing the seeds for a future where quality, consistency, and authority will make all the difference. If you already have a blog but are not paying attention to it, reconsider. Remember: everything communicates.

Writing well is (or should be) part of what it means to be a communicator today. And Comma continues here, with the blog, without missing a week, to continue telling, analysing and accompanying this sector that we love so much and that never ceases to challenge us.