When I first saw the title of the article in question, I couldn’t believe what I was reading:
Forrester: B2B Blogging Takes Nose Dive
Blogging taking a nose dive? How can that be? Blogging is an excellent way of connecting with your visitors, opening a dialog, using the social media tools available today to create buzz, create branding and loyalty. A new opportunity to have an open and honest conversation with your customers in a way never available before!
Then as I read the article — no surprises.
The primary reason that Blogging took a nose dive in 2007 compared to 2006 was that businesses weren’t “Blogging.” They weren’t showing any personality — they were being all corporate stuffy, and… they were talking AT their Blog visitors not TO them.
“…good blogging style should resemble a coffee shop conversation, not a whitepaper.”
In other words, they were primarily marketing what they felt was important rather than concentrating on the needs of their visitors.
“…most B2B blogs are dull, drab, and don’t stimulate discussion.”
They were not working on or promoting discussions!
Blogging is all about the discussions. When reading posts, site visitors want to know that there is an actual human being behind the screen open to having a conversation with them about what they are interested in; what they feel is important. Interesting and engaging posts that make them want to come back for more of the same — not some corporate robot typing about sales pitchy stuff.
“74% of B2B blogs receive a minimum of commentary or trackbacks because readers fail to find conversations worthy of their involvement.”
So no wonder compared to 1996 Blogs tanked. The work and time that goes into useful and entertaining posts was simply not being planned for, developed or addressed — or even considered.
“Successful blogging, Forrester insists, is not a one-way street, but most corporate bloggers yak away about their companies and products, seemingly oblivious to whether their audience is listening or not.”
Another example of the old school business methodology not embracing current technology to use it for what it is and instead trying to make it something it isn’t.
At your service,
Judith
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