Your Blog Stinks


Forrester says most B2B blogs are "dull, drab, and don't stimulate discussion."

Worthen: "Not surprisingly, 53% of B2B marketers say that blogging has marginal significance or is irrelevant to their strategies--the rest call it somewhat or highly significant-and the number of new corporate blogs among the companies Forrester tracks has dropped from 36 in 2006 to just three in 2008."

Advice Goddess Amy Alkon comments, "My time is valuable, and I'd really rather not spend it watching your logo animate. Also, get somebody to blog for you who has a personality and a point of view, and who has information to dispense that's not available everywhere. And don't censor that person into tediousness."

We all recognize bad blogging pretty easily, but good may be in the eye of the beholder. Toby Bloomberg adds, "the success of a social media strategy begins with identifying goals and objectives that support business outcomes."

I've watched a lot of people start blogs since I started paying attention to this stuff in 2000, and I think there's a blogging gene. Some folks are naturals, and some are not. That's not to say blogging is out of reach for most competent adults, just that using links well, writing with immediacy -- sounding like a web native -- is not always as easy as it looks.

The standard caveats apply. You've got to feed the beast -- it doesn't have to be every day, but that's a good way to build an audience. You've got to know your audience and give them something they want and/or need. Over time, you must build a relationship with them.

One of the fascinating, Long Taily things about blogging is the rich ecosystem of subcultures and communities it reveals (I met a woman who is part of a vibrant knitting-blogger scene -- complete with internecine battles between the knitters and crocheters). The point is that there are people who are really, really interested in your business and your industry -- the trends, the details, the word on the street -- and you now have a way to engage them on a regular basis.

If you don't, your competitors will.


3 Comments for "Your Blog Stinks"

  • Amy Alkon July 02, 2008 10:22 am

    I worked for a big ad agency before becoming a newspaper columnist and blogger, and I found that a lot of the clients thought their customers were really stupid -- or treated them that way out of fear. Also, I find that companies hire people to do their websites (it seems to me, anyway) based on the flashiness of their past work, and not on the user-ability. I was looking for a bar to go to in Culver City, California. I found a few, and went to their sites. It's amazing how hard it was to get to PICTURES of the bar. They posted beautiful shots of, I dunno, wine glasses and things. Guess what: I've seen wine glasses. I have them at home. Every bar has them. Is your place groovy? Nice lighting? Do the chairs look comfortable? Are your wines good, and interesting, and not overpriced? Does it look like you'll be playing loud music or will I be able to talk to my friend? That's the kind of stuff I want to know.

  • Toby July 01, 2008 10:03 pm

    Ed - thanks for the mention. Yes! there are so many what I call "villages" in the world of social media. Within each village are real people who, as as you put it, really care about your products and services. How exciting .. how wonderful .. how amazing that now we can talk with our customers and not just to them.

  • John Furrier July 01, 2008 12:40 pm

    Ed, Great post. So right on. Feed the beast and deliver value to the audience. No BS marketing crap that the user came to the blog to avoid. Users are gravitating to the signal and don't want more noice. Users are running from noice. Deliver signal and blogging works. Problem is most companies don't know how to delvier the signal which brings up another problem - they don't know their audience. Ouch: got to step one - marketing 101

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