Corporate blogging:
One is the loneliest number
Pardon me, business world, but are you tired yet of internet experts telling you to blog? Well, don’t worry; we’re not here to repeat that advice. But the advice is nevertheless very good. Blogging is a smart move for many corporations. And for some, it could be considered essential. Still, we’ll spare you the sermon. Besides, we hope you’re blogging already.
We also hope your blog is successful. But if it’s not—and most aren’t—Smashing Magazine can help. Their recent article, “10 Harsh Truths About Corporate Blogging,” makes some excellent points. Starting with this one: Many marketing departments perceive corporate blogs as a way to generate new website traffic—but they are not. (Hint: the primary goal has to do with recurring traffic.)
Another very important point, something that we emphasize with our Investor Relations clients in particular, is this: The most successful blogs are more than a broadcast tool; they are a dialogue between your organization and your audience. In other words, a one-sided conversation can get pretty lonely. It can also get pretty pointless.
But enough paraphrasing. Head on over to Smashing Magazine and take a read for yourself. Some of the truths are indeed harsh. But the truth, as they say, can set you (or at least your company’s blog) free. (Photograph licensed by der bobbel under Creative Commons.)