DISQUS

John Cass · 3 years ago

thanks for referencing the blogging success study. As one of the two lead authors of the study, it was our intention to help the community with some tips on blogging success.

Douglas Karr · 3 years ago

John,

It's a fantastic study. I've skimmed through it but can't wait to dig into it much deeper. You've done a great service by providing this! Well done!

Warmest Regards,
Doug

Martin Weiss · 3 years ago

Think about putting together a blog committee that [...] approves blogs for the company.

So basically a corporate blog would be a daily/weekly collection of marketing talk? As you yourself say:

Marketing and Press Release resources are [...] looked down upon [...] because of [...] pre-approved content.

I think unless you are prepared to be open and don't just simply delete negative comments, a company might as well stick to your old web strategy. Just as a strategy to improve search ranking will be uncovered as simply such.

Martin Weiss · 3 years ago

On second reading my last comment seemed quite negative. That was not the intention. Great post you wrote, Douglas.

I was just pointing out that a company should see a blog as more than just another marketing instrument. It is a direct channel to the customer, but only if used a) openly and b) as a two-way communication tool.

Douglas Karr · 3 years ago

I didn't take it negative, Martin. I agree with you... I don't think a Blog Committee should approve every piece of content - but I do think a committee should take time to ensure the blogs are staying on content, providing tips and feedback, and maintaining momentum.

I agree - if the blog committee is reviewing, editing, and reviewing content - the blog will lose its credibility and readership overnight. I will be sure to clarify that in my lecture.

I also agree... if you continuously interject marketing and PR spin as part of your blogging strategy, you may as well just maintain a website!

Thanks!
Doug

Patrick Schaber · 3 years ago

Doug - great post! I'm working on developing a corporate blog right now and have found multiple resources to use in this post. Nice work - thank you!

-Pat

Douglas Karr · 3 years ago

Thanks so much, Patrick! I have a download as well, if you'd like to use it. I just put it up tonight (after printing a stack at Kinkos for tomorrow)

Ken Savage · 2 years ago

I was curious about getting a hard copy or something I could print off of for that study. Interesting for me to bring up this with clients.

I think one of my bigger clients might build a "clog"

yiu · 2 years ago

It would be great if some of the corporate blog examples were from non-techy companies.

Douglas Karr · 2 years ago

That's great feedback, yiu! I really need to pull some more examples in. I think there are a ton in the travel agency.