{"id":30485,"date":"2009-11-13T14:19:53","date_gmt":"2009-11-13T13:19:53","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=30485"},"modified":"2009-11-06T15:26:43","modified_gmt":"2009-11-06T14:26:43","slug":"corporate-blogging","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/corporate-blogging\/","title":{"rendered":"Corporate Blogging? Make It Great, or Don\u2019t Bother"},"content":{"rendered":"


<\/p>\n

\"Grand<\/a><\/div>\n

Hard to believe it\u2019s been over a year since I bookmarked this post on the Sitepoint blog:\u00a0 15 Companies That Really Get Corporate Blogging<\/a>.\u00a0 But now that I\u2019ve come across it again, the information is still interesting.\u00a0 The author referred to a then-recent Forrester study that looked at 90 blogs from Fortune 500 companies, and found that \u201cmost corporate blogs are \u2018dull, drab, and don\u2019t stimulate discussion.\u2019 Sadly, two-thirds hardly ever get any comments, 70% stick strictly to business topics, and worse 56% just republish press releases or already public news.\u201d\u00a0 I would imagine there has been a little improvement since then, but I doubt it\u2019s much.<\/p>\n

Anyway, I went looking for the report, found that it is paid content and the original post got its information from a Wall Street Journal article that is no longer available.\u00a0 But I did find a newer\u2014and freer\u2014Forrester paper on corporate blogging<\/a>, which you can get with a fairly painless registration.<\/p>\n

Highlights:<\/p>\n

\u201cOnly one in six consumers trust company blogs.\u201d<\/p>\n

\u201cLike any other marketing channel, blogging can work. But it\u2019s not about you; it\u2019s about your customer<\/em>.\u201d<\/p>\n

\u201cHonest and transparent blogs will get noticed.\u201d<\/p>\n

So–what\u2019s special about those 15 companies that \u201cget it\u201d?\u00a0 The answer is absurdly simple:\u00a0 They provide interesting\/useful\/meaningful content.\u00a0 \u00a0Or as Sitepoint put it\u2014\u201cinformative, fascinating, and a joy to read even for people who aren\u2019t die-hard fans of the company.\u201d<\/p>\n

I actually visited every one of the 15 companies, although not every one of their blogs, which would have added up to dozens.\u00a0 I covered at least 20 blogs, though, and at each one, I applied a simple test:\u00a0 \u201cIf I were thinking about a career at this company, would their blog(s) encourage me to apply?\u201d\u00a0 Here\u2019s what I decided:<\/p>\n

Yes, in almost every case.<\/p>\n

At Southwest Airlines, I found \u201cBlogSouthwest,\u201d<\/a> with some great Halloween posts extolling the fun quotient of that SWA-perfect holiday.\u00a0 (I can testify\u2014it\u2019s all true.)\u00a0 At Lenovo, I discovered a smart, wide-ranging blog called \u201cDesign Matters,\u201d <\/a>which I would probably subscribe to if I had any time left for more feeds.\u00a0 BBC has a substantive blog called \u201cThe Editors,\u201d<\/a> offering a behind-the-scenes view of current events.\u00a0 The \u201cFast Lane Blog\u201d<\/a> at GM looks like paradise for a techie auto junkie.\u00a0 And it was oddly seductive to read the supposedly inner thoughts of Marriott\u2019s apparently tireless CEO at \u201cOn the Move.\u201d<\/a> Even Quicken\u2019s \u201cWhat\u2019s the Diff\u201d<\/a> was fairly charmful, with its mission of \u201cexposing the gap between average and excellent.\u201d<\/p>\n

At a couple of companies, the blogs seemed perfunctory\u2014lacking enthusiasm and\/or substance.\u00a0 A couple of others offered blogs so super-technical that I couldn\u2019t make a connection (though they probably have appeal for their target audiences).\u00a0 But on the whole, my cruise through this group of corporate blogs was more interesting than I expected.<\/p>\n

And I\u2019m sure there are many other good examples out there.\u00a0 Plenty of bad ones too, though!\u00a0 So I\u2019ll close with another highlight from the Forrester paper:<\/p>\n

\u201cIf your strategy is to create a blog about your company and its products, give it up.\u201d<\/p>\n

But if your strategy is to offer something of value to readers\u2014information, ideas, insights, inside intel, or just plain fun–then it\u2019s worth the effort.<\/p>\n


<\/p>\n

(Thanks to Jason Rogers<\/a> for sharing his trip to the Grand Canyon.) <\/strong><\/p>\n


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