Corporate blogging has been a dismal failure according to the Wall Street Journal. I have to agree that corporate folks don’t get blogging – the strategic nature of it, the power for SEO, the ability to reach users in a conversational way..bla bla bla..
I wrote a post in April that Social Media has to be social. This story and my April post highlights what corporations are doing wrong. Producing media is great, but it has to be social. Most corporations look at blogging as some sort of check off list. That is a PR mentality not a corporate marketing mindset. Integrated marketing online is about brand activation and sustainable performance marketing. I see corporate bloggers as producing great content, but the real work is the ongoing work required to build a active affinity group. This is where the PR departments fail. PR departments are used to running around (like a cheerleaders) posting comments to comments instead of thinking about why people are reading blogs. Users want value not a cheerleader.
I posted the following Social Media Value Chain for CMOs in April and I’ll share it again. Here it is.
Update: After reading Ed Cone’s blog post on the subject I wanted to post my comment on his blog here. Note: Ed is a great bellweather due to his knowledge and experience in blogging and observing the blogging paradigm develop since 2000.
Here is Ed’s post on this topic (worth reading) and below is my comment on his blog.
Great post. So right on. Feed the beast and deliver value to the audience. No BS marketing crap that the user came to the blog to avoid.
Users are gravitating to the signal and don’t want more noise. Users are running from noise.
Deliver signal and blogging works. Problem is most companies don’t know how to delvier the signal which brings up another problem – they don’t know their audience. Ouch: got to step one – marketing 101