{"id":3028,"date":"2008-12-15T07:06:44","date_gmt":"2008-12-15T07:06:44","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=3028"},"modified":"2008-12-14T17:33:53","modified_gmt":"2008-12-14T17:33:53","slug":"consumers-trust-corporate-blogs-least-of-all","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/","title":{"rendered":"Consumers Trust Corporate Blogs Least of All"},"content":{"rendered":"

\"\"A new report from Forrester Research<\/a>, tells us that only 16% of online consumers trust corporate blogs, putting corporate blogs at the bottom of the trust scale, lower even than personal blogs.\u00a0<\/p>\n

That’s not good.\u00a0 However, it definitely reinforces what bloggers already knew but corporate executives have trouble believing – blogs that simply regurgitate corporate rhetoric are useless.\u00a0 So what’s a company to do?\u00a0 How do you create a corporate blog that’s actually useful?<\/p>\n

There are a number of companies that have launched successful corporate blogs, but they’ve done it by listening to consumers.\u00a0 Companies like Dell and Apple have turned their blogs into customer service portals and places where real conversations take place.\u00a0 Rather than simply speaking at<\/em> consumers through their corporate blogs, Dell<\/a>, GM<\/a>\u00a0and Apple<\/a> have embraced the main purpose of blogging by creating a communications device that speaks with<\/em> consumers, values<\/em> customer opinions, listens<\/em> to customers and responds<\/em> to them.\u00a0 Rather than simply delivering marketing messages, the information on these blogs is useful and helpful to consumers.<\/p>\n

The same can be said of the official Google blog<\/a> which talks about new developments and products but also provides useful information, tips, and more.\u00a0 Consumer opinions are an important part of the Google blog.<\/p>\n

Some of the most successful corporate blogs are written by executives or employees providing two completely different perspectives on those companies.\u00a0 Others are written by ghost bloggers who understand how to write blog posts that people want to read.\u00a0<\/p>\n

The challenge for corporate blogs is creating interesting content that isn’t wrought with marketing language, human resources buzz words or legalese.\u00a0 Even if you can convince the executive team that removing this type of language is critical to the success (and trustworthiness) of a corporate blog, actually getting them to walk the walk and talk the talk can be another challenge entirely.<\/p>\n

You can follow the link to get a free copy of the Forrester report, Time to Rethink Your Corporate Blogging Ideas<\/a><\/em>.\u00a0 Note that you’ll have to register at Forrester to get it.\u00a0 Once you have the complete report, you can use it as another tool to help you convince your leadership team that your corporate blog isn’t a useful investment of resources and money unless it’s written in a manner that consumers find value in and trust.<\/p>\n

What do you think?\u00a0<\/p>\n

Hat tip to ContentMatters.info<\/a> for this story.<\/p>\n

Image: <\/em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

A new report from Forrester Research, tells us that only 16% of online consumers trust corporate blogs, putting corporate blogs at the bottom of the trust scale, lower even than personal blogs.\u00a0 That’s not good.\u00a0 However, it definitely reinforces what bloggers already knew but corporate executives have trouble believing – blogs that simply regurgitate corporate […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[1063,469,1029,110,871,141,520],"class_list":{"0":"post-3028","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-business-blogging","8":"tag-company-blogs","9":"tag-corporate-blog","10":"tag-corporate-branding","11":"tag-forrester","12":"tag-market-research","13":"tag-online-branding","14":"entry"},"yoast_head":"\nConsumers Trust Corporate Blogs Least of All<\/title>\n<meta name=\"description\" content=\"A new report from Forrester might make companies think differently about corporate blogs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumers Trust Corporate Blogs Least of All\" \/>\n<meta property=\"og:description\" content=\"A new report from Forrester might make companies think differently about corporate blogs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:author\" content=\"http:\/\/www.facebook.com\/susangunelius\" \/>\n<meta property=\"article:published_time\" content=\"2008-12-15T07:06:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg\" \/>\n<meta name=\"author\" content=\"Susan Gunelius\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@susangunelius\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Susan Gunelius\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/\"},\"author\":{\"name\":\"Susan Gunelius\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759\"},\"headline\":\"Consumers Trust Corporate Blogs Least of All\",\"datePublished\":\"2008-12-15T07:06:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/\"},\"wordCount\":412,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg\",\"keywords\":[\"business blogging\",\"company blogs\",\"corporate blog\",\"corporate branding\",\"forrester\",\"market research\",\"online branding\"],\"articleSection\":[\"Brand\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/\",\"name\":\"Consumers Trust Corporate Blogs Least of All\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg\",\"datePublished\":\"2008-12-15T07:06:44+00:00\",\"description\":\"A new report from Forrester might make companies think differently about corporate blogs.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#primaryimage\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg\",\"width\":180,\"height\":240},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.corporate-eye.com\/main\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Consumers Trust Corporate Blogs Least of All\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"name\":\"Corporate Eye\",\"description\":\"...compare, compete, excel\",\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\",\"name\":\"Corporate Eye\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"width\":283,\"height\":42,\"caption\":\"Corporate Eye\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/lucynixon\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759\",\"name\":\"Susan Gunelius\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g\",\"caption\":\"Susan Gunelius\"},\"description\":\"Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.\",\"sameAs\":[\"http:\/\/www.KeySplashCreative.com\",\"http:\/\/www.facebook.com\/susangunelius\",\"https:\/\/x.com\/susangunelius\"],\"url\":\"https:\/\/www.corporate-eye.com\/main\/author\/susang\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Consumers Trust Corporate Blogs Least of All","description":"A new report from Forrester might make companies think differently about corporate blogs.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/","og_locale":"en_US","og_type":"article","og_title":"Consumers Trust Corporate Blogs Least of All","og_description":"A new report from Forrester might make companies think differently about corporate blogs.","og_url":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/","og_site_name":"Corporate Eye","article_author":"http:\/\/www.facebook.com\/susangunelius","article_published_time":"2008-12-15T07:06:44+00:00","og_image":[{"url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg","type":"","width":"","height":""}],"author":"Susan Gunelius","twitter_card":"summary_large_image","twitter_creator":"@susangunelius","twitter_site":"@lucynixon","twitter_misc":{"Written by":"Susan Gunelius","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#article","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/"},"author":{"name":"Susan Gunelius","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759"},"headline":"Consumers Trust Corporate Blogs Least of All","datePublished":"2008-12-15T07:06:44+00:00","mainEntityOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/"},"wordCount":412,"commentCount":2,"publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg","keywords":["business blogging","company blogs","corporate blog","corporate branding","forrester","market research","online branding"],"articleSection":["Brand"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/","url":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/","name":"Consumers Trust Corporate Blogs Least of All","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#primaryimage"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg","datePublished":"2008-12-15T07:06:44+00:00","description":"A new report from Forrester might make companies think differently about corporate blogs.","breadcrumb":{"@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#primaryimage","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/12\/apple-blog-macbook.jpg","width":180,"height":240},{"@type":"BreadcrumbList","@id":"https:\/\/www.corporate-eye.com\/main\/consumers-trust-corporate-blogs-least-of-all\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.corporate-eye.com\/main\/"},{"@type":"ListItem","position":2,"name":"Consumers Trust Corporate Blogs Least of All"}]},{"@type":"WebSite","@id":"https:\/\/www.corporate-eye.com\/main\/#website","url":"https:\/\/www.corporate-eye.com\/main\/","name":"Corporate Eye","description":"...compare, compete, excel","publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.corporate-eye.com\/main\/#organization","name":"Corporate Eye","url":"https:\/\/www.corporate-eye.com\/main\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","width":283,"height":42,"caption":"Corporate Eye"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/lucynixon"]},{"@type":"Person","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759","name":"Susan Gunelius","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g","caption":"Susan Gunelius"},"description":"Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.","sameAs":["http:\/\/www.KeySplashCreative.com","http:\/\/www.facebook.com\/susangunelius","https:\/\/x.com\/susangunelius"],"url":"https:\/\/www.corporate-eye.com\/main\/author\/susang\/"}]}},"modified_by":"Susan Gunelius","_links":{"self":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/3028","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/comments?post=3028"}],"version-history":[{"count":1,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/3028\/revisions"}],"predecessor-version":[{"id":3031,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/3028\/revisions\/3031"}],"wp:attachment":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media?parent=3028"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/categories?post=3028"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/tags?post=3028"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}