10 Harsh Truths About Corporate Blogging

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I have reached the conclusion that most organizations have a blog simply because they feel they should. Many marketing departments fail to “get” blogging and have poorly visited blogs with few comments. Because their blog fails to perform, they conclude that blogging is an ineffective marketing tool and either remove it entirely or leave it to languish.

However, it does not need to be this way. Corporate blogs can be a powerful communication tool that builds brand awareness and nurtures a sense of engagement. You only need to look at the vibrant community surrounding the 37Signals blog to know that corporate blogging can work.

Why are most corporate blogs failing and why do the few succeed? To answer these questions, we need to face a few harsh truths about corporate blogging.

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1. A blog does not magically generate traffic

When companies first started launching corporate websites, they perceived them as a marketing channel that would generate leads. They had a “build it and they will come” mentality. Over time they realized that a website is more like a storefront. A few people might wander in off the street, but most of the time you need to advertise to attract trade.

Many marketing departments are making a similar mistake with corporate blogs. They perceive them as a way to generate new traffic, when that is not their primary role. Admittedly, the keyword-heavy nature of a blog will help your organic rankings, but that is a secondary benefit.

A screenshot of an article featuring some useful strategies to build up the traffic over years.
To generate traffic, you need to sincerely commit to your blog, establish a relationship with your readers and engage them in conversations. And, as Rand Fishkin’s article 21 Tactics to Increase Blog Traffic suggests, you also need to use some strategies to build up the traffic over years.

The real goal of a corporate blog is to generate reccuring traffic which is considerably more likely to complete a call to action. A successful blog has a regular readership that is being constantly reminded of your brand and products. And yes, of course, building up a readership takes time.

2. Good corporate blog requires long term commitment

Building a readership is a long term commitment. It can take months for users to recognise your blog as a consistent source of useful information. Only then will they start visiting it regularly and recommending it to others.

It doesn’t just take time, it also takes commitment. That means posting regularly and to a schedule. Users are more likely to visit your blog if they know you release a post on a certain day each week. Of course, ultimately you want them to subscribe, so they don’t need to continually check your site for new content.

3. Teaser feeds are a wasted opportunity

Users can subscribe in a couple of ways. Usually they can either sign up to receive email notifications or subscribe to an RSS feed. This is a crucial step in engaging readers. That is because users are effectively giving you permission to remind them about your site and brand.

However, it is remarkable how many organizations fail to grasp this opportunity. Instead of using the chance to push content to users, they only provide a teaser of blog posts. This means users have to click through to view the whole post.

This practice is born out of a false belief that users need to see your site. They don’t. Unless your revenue is driven by site advertising, there is no need for users to click through to read your blog.

McDonald's blog doesn't get it right: teasers in feeds aren't useful in corporate blogs.
McDonald’s blog doesn’t get it right: teasers in feeds aren’t useful in corporate blogs.

The purpose of most corporate blogs is to build and maintain brand awareness while motivating users to engage. None of that needs to happen on site. The blog post itself builds and maintains awareness, while requests for comments or calls to action motivates users to engage. Users do not need to see the rest of your site to respond to the blog post. Of course for that to be true, posts need to be engaging.

4. You are not “engaging” anyone

The most successful blogs are more than a broadcast tool. They are a dialogue between the individuals within your organization and your users. It is important to listen, as well as speak. Unfortunately, the most corporate blogs fail to engage.

Instead they focus on telling readers how great their products and services are. Rarely do they ask for feedback or ask questions. In fact it is not unusual for companies to disable comments for fear of criticism.

Nokia Conversations blog does a great job of engaging users in conversations, asking for their opinions and starting discussions that generate many comments and gather many opinions.
Nokia Conversations blog does a great job of engaging users in conversations, asking for their opinions and starting discussions that generate many comments and gather many opinions.

Instead you should be encouraging users to contribute to your blog through comments and constructive criticism. It is a superb opportunity to get free feedback from your customers, something many organizations pay market researchers for. Part of the problem is that most corporate blogs offer nothing more than rehashed press releases.

5. Press releases shouldn’t appear on a blog

Let”s set aside the debate over whether press releases have a role in today”s web centric world. Whether they do or don’t, you need to realize that a press release preforms a different role to that of corporate blog. As the name implies, a press release is meant for professional journalists. It is designed to encourage journalists to write about your product or service. It is not designed for your customers.

A blog, on the other hand, is meant to be read by prospective and existing customers. It should be engaging, informative and helpful. When writing a blog post, you should always have the end reader in mind. What will they learn? What insight will this give them into who we are? How will it help build our relationship with the reader? You should never simply copy and paste press releases or news stories.

The other problem with press releases is that they are corporate statements. A blog should have a more personal tone.

6. You sound like a faceless corporation

People don’t like interacting with organizations, corporations or machines. People like talking to people. One of the things I have learnt about selling web design services is that once people have established that you offer a good service at a reasonable price, the next thing they care about is you. Do they like you? Do they trust you? Do they think they can work with you?

People don’t like, trust or want to work with corporations. We associated those feelings with individuals, not companies. It is therefore important that a corporate blog is about the people within your organization, not the organization itself. Your blog should focus on different people and the role they perform within your company. They should be able to demonstrate their personality as well as share their expertise.

A blog is a place to let readers see behind the marketing spin and glimpse the real people within your organization.

7. You need to show the warts and all

If you are a marketeer this may all sound a little scary. Its hard to control “the message” when you are blogging. You have multiple bloggers from across your organization who are effectively becoming corporate spokespeople, and you are allowing users to publicly criticize you on your own blog. This is a long way from traditional marketing.

However, today”s consumers are very savvy. They are distrustful of traditional marketing and can sense when they are being sold at. A softer approach is required, one that is more “real&” and less managed. One part of that is admitting when you make mistakes.

A screenshot of GetSatisfaction.com

Dell consistantly ignored critism they received about poor customer service. They ignored the voice that the web provided their customers, until eventually a single disgruntled user stirred up a major PR nightmare with a single post entitled “Dell lies. Dell sucks.

Contrast this with the “warts and all” approach adopted by photo sharing site Flickr. When faced with community criticism over the poor performance of their website, they wrote a post on their blog entitled “Sometimes we suck.” They acknowledged the problem and laid out a plan for correcting it. This non traditional approach to their brand image allowed Flickr to quickly defuse a situation that could have grown out of control.

A blog post on flickr entitled 'Sometimes we suck'

Perhaps when it comes to corporate blogging, marketing is not always best equipped to handle the task.

8. Marketeers often make bad bloggers

Let me be clear. I am not saying that all marketeers should be banned from blogging. What I am saying is that traditional marketing skills are not always best suited to the medium. Because blogging should be personal, transparent and not shy away from the organization’s flaws, it can seem an uncomfortable communication tool for some marketeers. Also the traditional writing style of many marketeers does not fit well with the informal style of a successful blog.

If you are a marketeer responsible for the corporate blog, look for ways to encourage others within your organization to blog. Think of yourself as an editor rather than an author. Target people who are particularly knowledgeable or already act as spokespeople for your organization. Encourage them to blog and act as a copy editor tweaking and refining what they write. And don’t forget to give them raise once in a while, encouraging them to write more high quality content.

You may find it hard to encourage others to blog. If that is the case try interviewing them instead. You can then turn those interviews into blog posts and hopefully encourage them to respond to comments. But remember, whether you are posting an interview or an article, do not expect too much from your readers.

9. You expect too much from your readers

Most of the corporate blog posts I have read are long, really long, text heavy and boring. They take considerable commitment to wade through. In short, they ask too much from readers.

With so many blogs online you need to make your posts stand out from the crowd. Always ensure that users can get the gist of what you are saying by just scanning the post. This can be achieved using a number of techniques…

  • Summarize a post at the beginning and in the title. Don’t leave users guessing what the subject is.
  • Be controversial to grab users attention.
  • Use headings as a way of grabbing attention and summarizing content.
  • Use images to break up the copy and communicate key points.

Do not feel all of your posts need to be an essay. Short posts that propose a question or draw the reader’s attention to another site are just as engaging. Anything that is of value to the user is worth posting.

Finally, remember that not all blog posts need to be textual. Consider buying a flipcam and recording some video interviews with people around the company. Record an audio interview or post some photographs of corporate events. Just don’t expect users to read lots of copy. The only people who do that are your competitors.

10. Your competitors will read your blog – Get over it!

I am amazed at how many organizations will slow down the growth of their corporate blogs because they are worried that their competition will read it and rip off their expertise and ideas. Although it is true that your competition will do exactly this, what is the alternative? One the primary opportunities a blog provides is the chance to demonstrate your expertise. People will be motivated to buy from you because they understand that you “know your stuff.” However, if you don’t talk about your expertise, how will they know? You might be the best in your field, but if nobody knows it then what is the point?

I write about my knowledge of web design all the time. I know that many of those who read my posts are competitors and learn from what I share. However, I know that a lot of prospective clients read the content too. Should I silence myself for fear of being copied or should I prove to my clients that I am a professional who knows what he is talking about? I think the answer is clear.

Conclusions

Many organizations are still finding their voice online and corporate blogging is one way to achieve this. It is not surprizing that they are still making mistakes. The secret to success is accepting that a blog is not a traditional marketing tool. In my opinion, it has more in common with a customer service. Once you realize that and release it from the shackles of press releases and corporate news, it will start generating return on investment.

Learn more about the Smashing Book!

We also discuss strategies for effective branding and marketing in our upcoming Smashing Book ($23.90 $29.90, available worldwide). Pre-order right now and save 20% off the price!

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Paul Boag has been working with the web since 1994. He is now co-founder of the web design agency Headscape, where he works closely with clients to establish their web strategy. Paul is a prolific writer having written the Website Owners Manual, Building Websites for Return on Investment, Client Centric Web Design, Digital Adaptation and numerous articles for publications such as .net magazine, Smashing Magazine and the Web Designers Depot. Paul also speaks extensively on various aspects of web design both at conferences across the world and on his award winning Web design podcast boagworld.

  1. 1

    Some Nice Truths !! Although i didn’t agree with some of them but still it’s a truth.

    Thanks Paul for putting it together :)

    DKumar M.
    @instantShift

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  2. 2

    Very Nice read .. Thank you

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  3. 3

    A really helpful post as always from Mr Boag!

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  4. 4

    Starting a blog now for a quasi for profit company. Very helpful article.

    Question: I’ve seen some debate on naming corporate blogs. Any tips or opinions on the subject? i.e. direct arm of the company (same name), name based on market, or combo?

    Feedback would be great

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  5. 5

    Very interesting informative read.

    We will certainly be incorporating some of what you have said.

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  6. 6

    Cool points to focus on!
    But really what if some of the organizations have blog just because they should, and it’s not their priority no.1.
    “Why are most corporate blogs failing and why do the few succeed?” – I think because for some it’s priority no. 1 and for some NOT. Not everyone can be an expert or need to be.

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  7. 7

    Great post, but I disagree with point #3. Whether or not users need to see your site to view the whole post isn’t the only thing to take into consideration when deciding how much content to put into your RSS feed.

    First off, you have to realise that just because someone has subscribed to your feed, it doesn’t mean they automatically want to read the entirety of every single post. Giving a paragraph or two and a “read more” link affords them this choice.

    Secondly, and perhaps more importantly, with the increased use of the web on mobile devices, people don’t necessarily want to download your entire post – taking into account both screen size and data limitations. I use Byline on my iPhone whilst bussing to work everyday, and it’s a major pain in the butt that while flicking through my feeds, I come to one from Smashing Magazine and it’s absolutely massive (on the iPhone screen), requiring sometimes dozens of thumb-flicks to get through, and downloading several companion images. Unlimited data plans like you get for the iPhone in the US are not the international norm – my first iPhone plan had 250mb on it, and while that was plenty, I occasionally had to be careful of what I downloaded. Large, image-heavy blog posts did not help. (BTW this is not a criticism of SM’s content – it’s fantastic).

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  8. 8

    Being a common reader of Smashing Magazine using Google Reader I note disappointingly that there is no option to receive only feed excerpts.

    I agree that the fact that the whole post is right there in the reader makes me more likely to read it because to get to the next post using my mouse (which I usually use) I must scroll through the whole article (which I found extremely irritating). Unless I disturb my reading flow and use the next button on the keyboard.

    However I would prefer if I had the option to read just the posts I want and scroll quickly through my rss feeds and If a excerpt catches my attention I could click through to read it.

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  9. 9

    Blogging is also very much overrated. People just have limited time and all these 100.000 cannot be read by many people. There aren’t enough reader-seconds. And people are also wiser than to spend time on these obligatory commercial information ridden blurbs.
    The same goes for twitter and the likes. Not interesting for many and many people

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  10. 10

    Great article, hope it changes the perspective of at least one corporate suit (but won’t be holding my breath!).

    And don’t get me started on those who can’t differentiate between the terms “blog” and “post”.
    A *blog* is a [frequently] updated website [or section of website]; each article within that site is a *post*. Now, that wasn’t too difficult was it?

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  11. 11

    Number 3 really pisses me off sometimes. I subscribe to RSSs so I don’t have to go to the website every time to check if there is something new + I can read everything in one place. Giving ’2-liner’ teasers – destroys – the purpose of even having an RSS feed IMO.

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  12. 12

    OMG so dead freaking on. We had a wine manager that was convinced he would have 2,000 people a day reading his blog inside of 6 weeks. He had 120 visitors a day to his wine section and couldn’t grasp the math. The guy was a pompous jerk and came across that way in the blog. His best day ever, after we sent out an email announcing the blog to a quarter of a million people was 20 visitors. His solution, “I think it should be a video blog”. After a year it still is out there and still only gets maybe 3 visitors a day on a good day. Only thing worse is corporate Twitter accounts. Our CEO tweeted about how much he thought our coffee sucked. Thanks dude, we’re only known for our coffee’s quality.

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  13. 13

    GREAT advice. I’m still kind of shocked at how few companies truly get this.

    1
  14. 14

    Cool Springs Todd

    August 9, 2009 7:49 am

    Its is very true that most corporate blogs are out of a sense of need to belong rather than a tool used to enhance a brand. Of all the companies in Cool Springs maybe 5%-10% are blogging the right way.

    Todd

    Todd

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  15. 15

    It really drives me bonkers when companies close the comments on the blog posts. They are completely missing the point. A blog is not a blog without comments, period.

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  16. 16

    Nice tips and some very good points here Paul!

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  17. 17

    Your final comment about organizations fearing that their competitors reading their blogs is so correct. I have a couple of clients whom I’m encouraging to start blogging but they are skeptical about same. Now I know what to tell them.

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  18. 18

    medski the prophet

    August 9, 2009 9:04 am

    Good tips mang… I’m still new to this blogging thing even though I’ve been engaged in reading them for years. I don’t design full time but I appreciate all feedback hollaatchaboi

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  19. 19

    Paul, your observations about the corporate psychy surrounding blogs is spot on. I recently had an opportunity to enteract with a corporate competitor. Their response was very enlightening and follows your article point of view. To view the entire scenario and to learn how corporations respond to negative feedback, visit my blog at http://www.rogerewing.wordpress.com see my blog, Social Media Tips: Lessons From the Social Media Battlefield.

    -2
  20. 20

    very good thanks, except I think this blog has one drawback… you dont post a summary as per point 9. I use Google Reader and everyone one of your blog has the entire blog in the list, which makes it really bad for readers to scan your posts and read the ones they want. I have to scroll down through every single blog in full, and I just missed 3 blogs because I could not find the start/title of them without scrolling really slow. So please post a summary of your blogs so thats what appears on RSS Readers like Google Reader. Apart from that its a great blog so thanks.

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  21. 21

    I’ve disagreed with point 3 before and I’m sure I will again. I detest receiving the full post on my feed reader. I subscribe to feeds so that I can quickly scan the topics that are available. If you put in the whole post, I can’t do that, and I’ll soon unsubscribe.

    That’s also why you shouldn’t put the full post on your site’s front page, so that we can scan through the posts. That’s something Smashing gets right. Smashing gets it wrong with the feed, though, which is why I prefer to use twitter to find out what SM is posting rather than the bloated feed.

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  22. 22

    Great post! As an author of his own corporate blog, I find myself writing posts that are way too long.

    I think Truth (1) paints the picture with a brush too broad when it talks about the need to build a relationship with the reader so that recurring traffic is obtained.

    The weakness of this argument is that it does not take into account the reality that not everyone builds lasting relationships with the businesses they deal with.

    Relationships of the type you write about are more likely to develop when the use of the product or service is integral to a daily routine.

    Personal electronics, like a media player or a cell phone would fall into this category, as would infrastructure critical hardware like servers and routers. Places you frequent, like a supermarket or a bar, also tend to be relationship-building establishments.

    But there are plenty of businesses where the relationship neither forms gradually nor has the prominence to be enduring.

    Take plumbing services, for example. People don’t spend time surfing the web prepping for the day that their drain is backed up or their water heater fails. Those things usually catch you off guard. You need the services of a business… fast, but you also want a service you can trust.

    If you’re new to a community or don’t have someone to give you a referral, the first place you’d go in days gone by would be the Yellow Pages. Nowadays, more and more, people are using search engines instead.

    In this case, organic placement plays more than a secondary role, because placement is equivalent to having a name that has lots of “A” in the beginning. Once the prospective customer has visited your blog, it helps if you have a steady stream of content that lets the customer know you’ll be able to handle their problem.

    Once the problem is solved, they may turn to you again in the future, but unless they live in a money pit and are flush with cash, they probably won’t be contacting you for a while. Moreover, they aren’t going to stick around and engage via bulletin boards about others’ backed up sewers or post picture profiles of their new water heaters[1].

    The bottom line is that the best type of conversation you will have with your readers depends on the formation and duration of their relationship with you.


    P.J. Hinton
    Director of Engineering
    Compendium Blogware

    [1] — Despite this, the author of this comment has not researched whether there may exist a Flickr photostream group on water heaters, so there might be mavenry that exists outside the scope of corporate-sponsored forums.

    -1
  23. 23

    I see in the comments that there are some as passionate about only getting excerpts as others are about getting full feeds. In full disclosure, I hate excerpts/teasers and quickly unsubscribe to blogs that only provide that. I have several hundred blog subscriptions and I read them all in a feed reader. The RSS feed does me no good if I still have to go to the individual sites to read things.

    But then I don’t use a mobile device to read blogs. Perhaps a useful recommendation is for blogs to provide a choice of feed-type.

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  24. 24

    Great suggestions but disagree with #5 about not having press releases on your blog.

    I agree that a corporate blog “should be engaging, informative and helpful” but I also believe people want to know about the advancements a company is making. And press releases are a good way to watch development. Granted, I believe the press releases should be a separate category and not included in the normal display of posts. But they should still be made available.

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  25. 25

    I like it, very useful and nice tips. Thanks a lot.

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  26. 26

    What a nice informative article. A coworker recommended the link to me & I can’t help reading all through it. I am a webmaster of a Student Loan Blog but still found your tips on blogging too helpful and want to try to my benefit.
    Good Work Paul, keep sharing such helpful stuff with us in future as too.

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  27. 27

    Nice article, will keep this in mind when one of my customers tries to push one of their endless press releases with inside information (like ISO cerificates, safety regulations, new managers) through their website. I always tell them to start blogging, but there is just one that really understands how to do it. In the real world you’re talking to the marketing dept. and these tend to think in the paper days.

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  28. 28

    Thank you for this. I managed the two company blogs for my previous employer. Getting these points across, particularly the ones related to, “you no longer completely own your brand,” and not using posts to hammer readers with PR spin, was always a challenge. The reason, I feel, is that. Many companies hate the idea of a conversation, and prefer to use blogs to dominate the message – which is anathema to the whole purpose of a blog.

    I would say then that a business should only consider blogging once they understand they are opening themselves up to its two-way street. If they can’t philosophically get behind that, a blog will never serve them properly.

    Oh… and I did mention this was a great post, right? :)

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  29. 29

    really informative post. thanks

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  30. 30

    By the way, press releases absolutely do not belong on a blog. If a company wants to share press releases, it should put a news room on its site. The people who actually care for that information will know to go there to read it.

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  31. 31

    Thanks guys. Really useful stuff here. I’ve passed it onto my internal clients who want me to set them up a blog.

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  32. 32

    Great points. Makes sense and especially so cz we are using a blog in our organization.

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  33. 33

    Great post, you beat me to it! You hit the nail on the head in your opening on why company blogs suck.

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  34. 34

    This articles is just excellent i tryin to convince a client about having a blog on its website, i just sent this to him, lets see wwhat he thinks about, if he say yes thanks to yoy Il start a new project in some weeks.
    Thanks

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  35. 35

    One often overlooked advantage of corporate blogging is link-backs to the corporations main website. This is perfect for SEO to help boost your organic rankings.

    1
  36. 36

    We’re you reading my email today? =)

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  37. 37

    Web Hosting Reviews

    August 10, 2009 9:54 am

    This is really a very informative post!
    This really helps in giving ideas and other information about this.

    Keep on posting!

    Web Hosting Reviews

    -1
  38. 38

    Utterly fantastic post. I’ve read dozens of such editorials about corporate blogging, and have passed many on to clients in an effort to support the path I am recommending they take, but none of them have been as simple and just laid it all out like was done above. Superb piece.

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  39. 39

    I’m so glad this was posted on Smashing Mag. I’ve seen a lot of companies wade into the world of blogging and social media without a clue on how to do it, but with a hazy belief that this will someday, somehow, lead to a wider reputation and increased sales. Blogs are not magic, and most people don’t understand how they work when they say they need one.

    Now if someone will write a post on sites that put social-media sharing buttons where it’s not appropriate (Answers.com, I’m looking at you), then I will be entirely happy.

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  40. 40

    Very interesting. Definitely something to keep in mind.

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  41. 41

    Great list – perfect ammunition for those “me vs. the client” moments.

    One question: I always advise links going to other sites to open a new window / tab rather than obliterating your site. I notice you don’t. Is there a reason for this?

    &

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  42. 42

    Great post. Especially the part about it taking time and engaging. Definitely a common problem.

    MarketR

    -1
  43. 43

    good aritcle

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  44. 44

    I’ll take issue here: “A successful blog has a regular readership that is being constantly reminded of your brand and products. And yes, of course, building up a readership takes time.”

    Most business blogs get the vast majority of their traffic from first time visitors. Ask any of them and they will give you numbers like 65%-90% of all traffic comes from first time visitors. The major sources for this traffic is either search or referrals. Regardless, this simple fact put the entire argument about regular readers out the window doesn’t it?

    Ask any Corporate Blogger to share this number (Paula Berg of Southwest Airlines, Kelly Feller of Intel for example) They will all tell you the same thing….subscribers make up the tiniest slice of their visits.

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  45. 45

    a lot of vitamins… thanks a lot for this wonderful article

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  46. 46

    Very good post! insightful

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  47. 47

    I read the whole article before I realized that Paul Boag wrote it.

    I thought, man I really like this guys writing style. He reminds me of Paul Boag.

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  48. 48

    However, it does not need to be this way. Corporate blogs can be a powerful communication tool that builds brand awareness and nurtures a sense of engagement. You only need to look at the vibrant community surrounding the 37Signals blog to know that corporate blogging can work.

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  49. 49

    11. Enjoy. Don’t listen to Paul.

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  50. 50

    nice post –

    I just finished a site re-design for a medium sized business and I pleaded with them to either update their blog (which hasn’t been touched in years!) or get rid of it all together. Unfortunately, they did not take my advice. oh well…………….

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  51. 51

    Terrific post! Very informative and accurate. When we started our blog, we were quickly discouraged by the lack of readership, and so we stopped blogging. We have since learned a lot, and understand the long-term commitment needed to get the most out of a blog. Thanks for the reminder!

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  52. 52

    Hi Paul,
    Another really good read. I thoroughly enjoy the BoagWorld podcasts and think what you guys are doing is right on.. I come from a background where our company was so worried about keeping our competitive advantages secretive, that clients didn’t know about them until they had a proposal in hand (which is sometimes too late). The world of blogging, twitter, facebook, etc. has changed marketing — for the better. Put it all out there and let clients decide whom is the best choice to complete their project.

    @wsol_jon

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  53. 53

    nice one as always :)

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  54. 54

    About Online Degrees

    December 16, 2009 10:07 pm

    Great post! we’re all looking for a quick fix to make our blogs work. And the comments made above are fantastic. At least if you’re not really getting the traffic you want, you’re still learning and writing about something you enjoy. Tnx for sharing sach a nice post.

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  55. 55

    This blog is really nice and informative. We are pleased to know this blog is really helping people.

    Thanks

    -1
  56. 56

    Accolade Events

    April 15, 2010 3:10 am

    Well despite the spam comments I can assure you that this is a strategy that should cover many bases, connecting with potential clients is one of the most beneficial, our blog is responsible for driving 20% of all traffic to our website and several clients a month are signed as a result. Its the quality and diversity of the sontent that counts but only if you set the blog up in a search engine friendly manner. accolade-corporate-events.com/ enjoys many valuable enquiries from people who find the blog content but also on the bookmarks and RSS feeds.

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  57. 57

    I think most corporate bloggers should be more than just graduates with degrees in literature. They need to be marketers. Entrepreneur types.

    -1
  58. 58

    Point #4 is very important, and not only for corporate bloggers. A blog is there to interact with the readers.
    Fatcow

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  59. 59

    You may not care these when conserve parker pens, How can you not care welcomed parker pen, gifts of parker fountain pen for the lowest prices. Absolutely parker rollerball pens, fashion attachments of parker fountain pens, and I bought a outstanding parker rollerball pen for my mother at a very low price.

    -1
  60. 60

    I think its very easy to run a corporate blog. Just dont write anything, except for coming soon, causes curiosity.

    -1
  61. 61

    This is a fantastic list. I’m not sure I agree that you should not publish Press Releases, I encourage my clients to publish their press releases… but not in that format. Rewriting or wrapping the content is essential to make it ‘blogworthy’. If an event within the company is important enough for a press release, surely it’s good enough for a blog post!

    We’ll definitely extend this post to our visitors at Corporate Blogging Tips!

    Doug

    1
  62. 62

    Nice stuff.This is my first time i visit here. I found so many interesting in your blog especially its discussion.Keep your blog updating,good luck…

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  63. 63

    True, sadly lot’s of corporate blogs have become ghost town with a lack of commitment. Blogging isn’t mandatory but could be used as a business tool.

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