Corporate bloggers are apparently struggling to sustain a conversation, while many B2B marketers are failing to realize that good blogging style should resemble a coffee shop conversation, not a whitepaper.MediaPost Publications - Forrester: B2B Blogging Takes Nose Dive - 07/07/2008
As a result, most B2B blogs are dull, drab, and don't stimulate discussion, according to the Forrester report. More than 70% of the corporate blogs it reviewed stick strictly to business or technical topics and don't share much personal insight or experience.
Corporate culture discourages the kind of openness needed to make a blog -- corporate or not -- worth spending time reading. A better starting point for would-be corporate bloggers is to focus on their centers of expertise. Let's take corporate equipment leasing. That's a dry topic, right? Well, for business decision-makers to become knowledgeable there are only a few options: trial-and-error, trade pubs and the Internet. On the Net, a supplier with a well stocked blog gains competitive advantage simply by publishing its ideas. Unfortunately, most corporations simply post white papers. The opportunity is to engage a niche audience that desperately needs information and guidance. The upside is acquiring new customers through engagement to an audience that is allergic to sales calls.
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