Confessions of a Corporate Blog


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What does your corporate blog really say about you? Strategies and tips for making the most of your blog's potential.

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Confessions of a Corporate Blog

  1. 1. Confessions of aCorporate BlogMay 11, 2011
  2. 2. Hi.
  3. 3. Do you have a blog? WH Y?
  4. 4. 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 ?
  5. 5. 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 ?
  6. 6. 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?
  7. 7. 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
  8. 8. What doesyour blog say about you?
  9. 9. “Blah blah blah, LOOK AT OUR PRODUCT.”
  10. 10. “Blah blah blah, MORE ABOUT US blah blah blah .”
  11. 11. “We Want Your Feedback...but NOT REALLY.”
  12. 12. 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
  13. 13. What Makes You A Blogging “Do”? The “TRUST” ScorecardT Talk to meR Reach for a bigger ideaU UsefulnessS SoulT Transparency
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. What doesyour blog say about you?
  20. 20. “We GET YOU and share your VALUES .”
  21. 21. “We ARE HUMANS.” B +
  22. 22. “We ARE HUMANS.”
  23. 23. “We CARE.” B +
  24. 24. “We WANT TO HELP.” B
  25. 25. A “We Share Your PASSION.”
  26. 26. “We PARTICIPATE.”
  27. 27. “Sometimes, We SUCK .”
  28. 28. “ 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
  29. 29. “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
  30. 30. Talk To