What makes a successful corporate blog?
Posted by Mark White, Blog Consultant in BBB Bloggers Guides , Blogging for Small Businesses , Corporate Blogging , Product Blogs
I guess that this is probably the key question for any organisation looking to create their own corporate blog. My answer: one which fulfils the purpose that it was created for.
This may sound evasive – a “cop out” if you like – and I suppose that, in a sense, it is. However, with so many different types of corporate blog, it’s simply not possible to give a single definitive blueprint for creating one.
For example, the style and goals for a so-called CEO blog are going to be very different from one designed as a product blog. Likewise a corporate blog which brings together a community of users and developers for market research or product development, will have a very different definition of successful from an “expert blog” written by a specialist lawyer looking to directly improve his/her profile and reputation.
However, what they will have in common is likely to be a clear set of objectives, albeit all different, which they are focused on achieving. These objectives would have been identified as part of the planning process and should always be in the back of your mind when writing and promoting your corporate blog.
What might your objectives be?
Ideally, aim for specific objectives and where possible ones that you can measure – attempting to quantify the ROI of a blog may seem a long way down the line when you start but believe me you will be asked the question at some point! However, in reality, you are more likely to have a mix with a number of general objectives and some specific targets thrown in.
In most cases, people start with general objectives such as increased branding, improved reputation or a greater level of recognition. But, if you can add in areas where measurable results are possible, then this will help determine whether the blog meets those objectives and hence “qualifies” as a success.
Some possible metrics that you could consider, include:
- Increased enquiries generated through the blog using specific email addresses or forms
- Incremental sales which can be tracked back to the blog
- Sign ups either to your newsletter, white papers or other sources of information
- RSS subscribers to the blog or individual categories within the blog if the level of content warrants it
- Inbound links generated by the blog when others reference and link through to the content
- Better Search Engine positioning because of the blog’s regularly updated content, internal structure and inbound links
- New products identified and developed through the market research or product development carried out on the blog
- Customer queries answered leading to reduced customer service or technical support calls
Of course, not all of these will be relevant to you so use specific criteria which focus on the reasons for establishing the blog in the first place. In some cases, there will be a single overriding criterion which will be the sole indicator of a blog’s success or failure.
Some pointers for your Corporate Blog
If I had to make some suggestions as you start a corporate blog, which I believe will help it to achieve the goals that you have set for it, then I would recommend:
- Don’t try to be everything to all people: the best type of corporate blog will identify the people it wishes to appeal to and will be written in such a way that it attracts, retains and develops that audience;
- Plan, focus and stay true to your goals: you planned your objectives when you started, so try not to be distracted from them. If those are what you want to achieve, then make certain that you concentrate on them and don’t get pulled off in different directions;
- Write interesting, compelling, focused content: you know the audience you wish to attract and hopefully you also know what will interest them. So try to present them with that information in a way which is authentic and which communicates the passion that you have for the subject;
- Launch it properly: Plan the launch and make sure that you use all of the means at your disposal to tell people about it. Get your Foundation posts in place, use your mailing list, pre-announce it if applicable, create online press releases to support it and ensure that you put some weight behind the activities. If you believe it’s worth reading (and let’s hope you do!) then tell people and enthuse about it;
- Market it religiously: there is no point in having a blog and just letting it sit there – tell people about it. Use all the methods available both online and offline, generic and blog specific and then use all of them again! While your writing will hopefully attract readers over time, you should still “spread the word” at every opportunity.
Ultimately, the person best placed to judge whether the corporate blog you are running has been a success is … you! So give yourself the best chance to make it a success by knowing what you want to achieve with it and then going all out to make it happen.
September 24th, 2007 at 9:54 am
[...] 2004 Loving Links Monday September 24th 2007, 10:54 am Filed under: Links 1. Better Business Blogging – What makesa successful corporate blog? [...]
September 30th, 2007 at 12:24 pm
[...] Go through the other articles from Mark, and you would realised this blog is not entirely about online activities but striking a balance between physical business and online collaterals. I have never believed that online marketing should be made out to be the core collateral, despite the fact that internet is widely available these days. In many instances, he often relates to both promotion online AND offline. A recent post for example; What makes a successful corporate blog? At least for the rare occasion, the success of a blog is determined by how much affiliate income it reaps. Site: AllBusiness Author: Editorial Team & Bloggers [...]
December 13th, 2007 at 9:24 am
[...] The good news is that many public officials have responded by directly appealing to their audiences in corporate and political blogs, forums and websites. These officials recognise the importance of regular correspondence with their publics. The rise of the official corporate and political blog has in turn spawned an incredible amount of blogs about corporate and political blogs. Most agree that in order to be effective and influence mainstream and social perception, messages must be clear, short, and simple. Answers must be direct and honest (or else denizens of netizens will no doubt publish, post and proliferate the facts of any attempted misdirection.) In no other time has the power of the private individual to engage with the body politique (or corporate) been quite so strong and aggressive. However, it is within the power of party or company officials to respond as directly and aggressively and even to take advantage of the online popularity that a public name generates. [...]
May 20th, 2008 at 9:59 am
I am suggesting to corporations to start not a corporate blog, but a business blog from the CEO of the company.
There is much more authenticity in a blog from the CEO than from any other person, so it helps to be more successful.
May 22nd, 2008 at 10:05 am
Linas – thanks for your comment but I’m afraid that I can’t agree. A CEO blog is a very specific sort of business blog and is probably one of the hardest to achieve success with. Obviously there are some good ones out there – Schwartz and Edelmann come to mind – but time constraints and topic choice make it a difficult task for many companies and their bosses.
As for more authenticity, again I beg to differ. When I see the enthusiasm, energy and commitment that product managers and developers have for what they are doing, that is the type of passion and knowledge that I’d like to see in a blog which will push a company forward. The true CEO blog I see more as an aid to branding more than anything else.
May 22nd, 2008 at 12:07 pm
Mark, it’s an interesting issue – whether a CEO should have a business blog or not.
If you look from the CEO perspective, you will find out that most CEOs’ don’t have the characteristics necessary for the successful blogger.
But if you look from the customer perspective you will find out that all (OK, almost all) CEOs’ must have a business blog.
I completely agree with you that a blogger needs to show enthusiasm, energy and commitment. More – I can add that passion is necessary. And most of the CEOs are not very good at doing it. Yes, you are right.
But is a CEO without passion a good CEO? Maybe the problem is that the CEO did not change enough with our society? Maybe it is time to make some changes – for the CEO or the company?
In fact, this is a complicated issue. I even wrote an entire e-book on this topic – “The New Rules of Business Blogs”. You are welcome to check it out in my blog at http://www.positioningstrategy.com. Please feel free to use it, post it on your blog or pass the e-book to whomever you believe might benefit from reading it.
June 19th, 2008 at 10:02 pm
@ Linas
I really don’t think passion is at the heart of the matter when it comes to good/bad CEO blogs. What many CEO blogs lack is interesting content. Good bloggers find good content and share it. True, we have grown accustomed to the irreverent tone of great blogs, as the blogger’s position of authority on a given matter lets us overlook certain stylistic eccentricities or the putting on of characters. But it is the content we come back for, not the stand-up comedy. (well, sit-down comedy but you take my meaning) Often the responsibility of the CEO position precludes the willing and exuberant disclosure that makes a blog great. Sure, you can gain momentary attention with sarcasm or clever/topical writing, but that’s a stylistic decision that won’t yield a loyal readership and interest if it isn’t accompanied by dynamic and potentially valuable content.
If a CEO blog sounds dusty and stale, it is often as a result of their inability/unwillingness to share that interesting and valuable content.