Comments on: Companies Still Cautious About Blogging?

By: Mike Marn

Mike Marn — Thu, 31 Jul 2008 18:29:57 +0000

Mack,
In the “real world” relationships are hatched in lots of unexpected ways and places. Corporate blogging is just another place to form them. I agree with the comments above that call it more communication and outreach than tactical marketing. And IMO B2B belongs in blogging. Customers and influencers may not be “parked there” but certainly can come across related posts when they search, especially for industry-related subjects. You can’t let it dominate, but I also think you ignore it at your own risk.

By: gianandrea facchini

gianandrea facchini — Wed, 30 Jul 2008 05:41:34 +0000

I agree with Jane aobut what I detect as the main fault in companies: blogging is strategic and it’s part of the strategic communication plan.

By: Mack Collier

Mack Collier — Tue, 29 Jul 2008 18:00:45 +0000

Dusan I think the key is, many companies that don’t have successful blogs, don’t interact with their readers as successful non-corporate bloggers do. They aren’t on other social sites interacting with their customers so they can better understand them and respond to them. Doing so not only increases the visibility of their blog, but gives them a better idea of the type of content that their readers are looking for.
When a company stays on their blog and doesn’t branch out, they are doomed from the start.

By: Dusan Vrban

Dusan Vrban — Tue, 29 Jul 2008 16:02:53 +0000

Just wondering – is the reason behind that companies don’t want blogging, that they don’t actually understand that their customers should be changing them?
Going back to the basics of marketing – you will survive on long-term if your product meets the needs of consumer. To do this, you need to learn their needs. Then you need to change yourself to satisfy these needs.
Blogging (or any other kind of online intereaction; I even miss some forums that were popular in past) is a great tool to do so. You get first-hand experience and your employees can see how good/bad they do on the product.
So is it just me feeling that companies actually don’t like to hear that? I think it the debate can easily switch to the question of position of marketing within companies (the debate that is often started here:-)).

By: Roland Cailles

Roland Cailles — Tue, 29 Jul 2008 16:01:06 +0000

Mr. Collier, you’ve read my mind.
I recently started blogging for a marketing recruiter. We struggle with created good content for our readers vs. talking about our day to day. In a perfect world, we’d like to incorporate both.
I think I’ll spend more time thinking about our customers and the kind of content they want to read.
Thank you for sharing your insights!

By: Mack Collier

Mack Collier — Tue, 29 Jul 2008 15:10:51 +0000

“As with any good blog, the only way to get people visiting, interacting, and coming back is by giving them something that’s of interest to *them*.”
This I agree with, but still think that companies need to focus on interacting with their current and potential customers in THEIR space, in order to let them know about their blog.
Two things that companies need to focus on with their blogging; first, creating customer-centric content and information, and second, interacting with their current and potential customers OFF their blog. Which leads to more interaction ON the blog.
Great feedback guys, thanks for the comments!

By: Mack Collier

Mack Collier — Tue, 29 Jul 2008 15:05:28 +0000

“I have recommended a stronger, more active focus on social networking, where their customers and influencers are parked.”
Lewis this is IMO the biggest reason why most blogs fail, the bloggers stay on their blog and don’t go meet their readers in their space. And it’s no coincidence that the bloggers that have thriving readerships, are usually the ones that are actively engaging with their readers on other blogs and social sites.
I’m afraid far too many blogging companies are subscribing to the ‘if you build it, they will come’ mentality. That just doesn’t work with blogging.

By: Amber Naslund

Amber Naslund — Tue, 29 Jul 2008 14:56:43 +0000

Mack, great insights as always. Corporate blogging is still often being thought of as “marketing” when it really belongs in communications and customer outreach. As with any good blog, the only way to get people visiting, interacting, and coming back is by giving them something that’s of interest to *them*. It seems like a simple concept, but it’s proving difficult for many companies to execute.
Thanks for remaining a staunch advocate for the smart way for corporations to approach social media, and for providing great examples for others to learn from.

By: Jane Chin

Jane Chin — Tue, 29 Jul 2008 14:55:01 +0000

Mack,
What needs to change is the fundamental assumption of corporate executives (whether involved directly in marketing or not) regarding blogging and what kind of TOOL blogs are for the company. Too often execs position blogs as a tactical tool when blogs by nature are a strategic tool. The vesting terms are very different!
Based on the way companies are using blogs in general, we can easily guess what type of tool blogs are seen in the business world. This may change, but time will tell.

By: Lewis Green

Lewis Green — Tue, 29 Jul 2008 14:47:36 +0000

Mack,
For us b2b consultancies, a blog makes great sense. But to date, I haven’t recommended social media to any of my clients. Their customers aren’t there and neither are their influencers. I have recommended a stronger, more active focus on social networking, where their customers and influencers are parked.
On the other hand, I recommend both SM and SN to my b2c clients. It just makes good sense.