Can I Give My 7 Month Old 1 Percent Milk Business Blogging Resources For The Little Business That Could

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Business Blogging Resources For The Little Business That Could

Measuring the state of business blogs can be tricky. The statistics are conflicting and change almost daily due to the exponentially rapid growth of the blog as a medium (not to mention its newness).

A recent Pew Internet Research survey indicates that the number of businesses using blogs is around 7% (a survey conducted by American Express last month suggested a similar percentage). Meanwhile, another survey by Guidewire Group suggests that 89% of businesses blog now or plan to do so in the near future. Despite these wildly different numbers, the point of agreement is that business blogs are growing. Rhythm seems to be at the heart of the argument.

There are around 175,000 blogs created every day (or around two per second), but don’t let that number scare you: the company’s share is a drop in the bucket. Experts put the number of business blogs active in the United States today at around 5,000, with half of them less than a year old and only 10% more than three years old. Many new business blogs, like all blogs, are abandoned after a few months, and only about 39% of the total blogs are in English (Japanese leads). What all of this says is that blogging is becoming a global standard, but it’s still very open to newcomers.

Trends vary by company size, with smaller companies tending to use corporate blogs more, while larger companies maintain a healthy share. About 55% of all business blogs are started by companies with less than 100 employees, while about 15% are for companies with 1,000 or more employees. However, of the top 500 companies in the United States, 40% use blogging as part of their overall strategy.

Outside of the unruly statistics, what’s really succeeding in the business blogging world itself is a bit clearer. Virtually all research and opinion on the subject points to a handful of critical factors, including:

  • A style of writing that can both connect on a personal level and be entertaining. This includes knowing your customer and building a meaningful relationship in blog support.
  • The company’s willingness to engage in honest business dialogue with its customers (the source of any blog’s infinitely valuable credibility).
  • The individual blog author’s time dedicated to the blog itself, for relevant research, reflection, responding to reader posts, and overall building quality work and frequent updates.

Of course, individual companies in their unique industries face their own quirks and requirements. For example, depending on the situation or industry, your company may want to focus more carefully on the tone and style of the writer. Companies with reputations they would like to save or improve (oil companies, for example) may find particular interest in the transparency aspect of blogging. In a fast-paced industry (like technology or media), a business blog may need to weigh the time spent updating blog content more carefully. Many companies start blogging with clear goals from the start, or even test a blog internally before developing an external blog. Some companies also run more than one blog. General Motors, for example, runs a highly successful entertainment blog (Fastlane) and news blog (FYI) combo.

General Motors blogs are a prime example of successful business blogs in their maturity. Both are easy to navigate and subscribe to, are succinctly written, and use customer-generated material, including photos and video. There are also many links (not only to GM, but also to other automotive sites and even other blogs) so that the reader has a real sense of dialogue and openness. A look at the high volume of comments and responses on the Fastlane blog shows that successful blogs are both social and relevant.

In the blogging world, there are still disagreements about who should write the corporate blog. In Fastlane’s case, it’s Vice President Bob Lutz. For some companies, however, the pitfalls may outweigh the privileges of having an executive to blog. The voice of the boss does not always come out well in a blog. Moreover, a leader is unlikely to continue blogging for long due to simple lack of time. This is the situation for about half of all blogs that are created: after three months, entries stop and the blog is essentially dead. For this reason, the most successful corporate blogs are typically run by employees rather than CEOs. Therefore, it might make more sense for your company to have employees lead blogs, as they usually have the energy and detailed insight (and voice) to create a blog that is more readable because for readers’ peers, and therefore legitimate .

Legitimacy has proven to be of paramount importance for any success in business or market blogging. A few years ago, Dr Pepper tried to move past that in marketing their now infamous new product, Raging Cow (a flavored milk drink). The company hired teenagers to try the drink and blog about it after being coached. Dr Pepper’s efforts have been met with viciousness and even boycotts for attempting to infiltrate the “integrity” of the blogosphere with marketing through coached clients and “hip-ness.” It all went wrong and Raging Cow went unreleased. In addition, many of us are looking into the fate of “Pay-Per-Post” and its legitimacy in the near future.

Another beverage company, Jones Soda, offers a much different and more successful model of blog legitimacy and customer outreach. A visit to the blog feels more like a teenage hangout than a business. The blog, in fact, acts as a hub for many client blogs. There’s all the usual business-related stuff: an online store, a product locator, and message boards (with posts reaching into the thousands). But the folks at Jones know their customers very well and have developed a very successful blog counterpart to their business by loosening the reins and putting the customer completely in charge. As terrifying as that may sound for some executives, it seems to have worked brilliantly for Jones.

In summary, business blogging can best be considered in its early stages, even though the stats of blogs appearing every day seem high. Companies wishing to enter the blogosphere should do so with caution unless they have a strategy that meets several of the above requirements. However, when executed with care, a business blog can be a great source of intimacy with customers, building relationships, and extending your company’s brand.

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