FUN FACT:W h a t % o f Fo r t u n e 5 0 0 C o m p a n i e s H a v e B l o g s ?
FUN FACT: W h a t % O f T h e To p 5 0Mi l w a u k e e-Are a P r i v a t e Co m p a n i e s Ha v e B l o g s ?
FUN FACT: W h a t % Of Vi s i t o r s To T h e Ty p i c a l C o r p o ra t e B l o g A r e Fi r s t - t i m e Vi s i t o r s ? WHY?
Most Corporate Blogs Suck• Most are “dull, drab and don’t stimulate conversation”• 70% stick strictly to business topics• 56% republish press releases or already public news• Only 16% of readers of corporate blogs actually trust them• 2/3 hardly ever get any comments
What Makes You A Blogging “Don’t”?• Overtly self-promotional• Sounds like a press release or spin job, not a human being• Stale or dry, soul-less content• Lack of insight, utility, entertainment or other user value• Not accepting, encouraging and responding to comments
What Makes You A Blogging “Do”? The “TRUST” ScorecardT Talk to meR Reach for a bigger ideaU UsefulnessS SoulT Transparency
Talk To Me• Use a conversational tone• Tell a story, don’t push a product• Ask a question• Encourage comments and dialogue• Address people by name• Always respond to comments
Reach For A Bigger Idea• Have a clear purpose• Find the “bigger cooler thing” related to your products/brand• You don’t have to be all business, all the time; lighten up a little
Be Useful• Serve a purpose for the reader, not just for PR or SEO• Quality over quantity• Share your knowledge and insight• Be at least a little bit warm or entertaining• Be as consistent as you can
Have A Soul• Keep it real and human• Quality of interaction directly proportional to magnitude of personality• Make your blog a “passion project” • Don’t try to force people who don’t have a passion for blogging to do it
Be Transparent• Spin sucks and everyone sees through it• Always be honest and straightforward• Give people a peek behind the curtain• “Uncomfortable transparency”: Once in a while, show some warts
“ Footprint chronicles had its origins in our need to figure outhow to better communicate our sustainability efforts to our customers. They can see slideshows, videos and interview of the people behind the product. But more importantly, they discuss what is good about the product and what sucks. It’s total transparency.” Rick Ridgeway — Patagonia
“The secret to success is accepting that a blog is not a traditional marketing tool. It has more in common with 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.” Paul Boag — Smashing Magazine
Talk To Me@firstname.lastname@example.org