I can’t tell you how many corporate blogs I’ve been on that are treated as just another venue to sell product or try to pump up stock prices. They just don’t get it and wonder why blogs aren’t working.
Companies need to learn it’s not about them anymore, it’s about your customers. They call it social media for a reason – because it’s about people.
If companies want to have a successful blog they need to deliver relevant content that talks about ways to solve your customers’ problems. They need to deliver it in a conversational (human) way using terms that their customers are familiar with.
It’s all about people and that’s why it’s called social media, not marketing media.
A recent post by Chris Baggott, How to make the most out of your corporate blog, highlights ways for companies to be successful:
- Research the key words that drive your business.
- Create titled, individual blogs for different market segment and target those key words.
- Encourage employees to create content.
- Solicit feedback from your customers.
In other words, do your homework and think strategically. Business blogging is a way to make your customers/searchers happy they found you because you have answered a need.