Another great question from last weeks Webinar we couldn't get to:
I see only young kids reading blogs – do business people really want to read blogs?
Blog readership is actually a myth. Here is a direct quote from the CEO of Technorati: “Most Web surfers don’t even realize they are reading blogs.” In late 2008 eMarketer found: “-it is not always clear or relevant to the end user whether a particular destination is a blog….”
Point here is that only a small portion of the people who see your corporate blogs know or care that they are by definition 'Blogs'. What business people want are solutions to their problems. They spell out their problems using keywords that you should be researching and then writing about. Specifically, telling the stories about how your company and people address these problems.
To the searcher they land on a page that is relevant to their query...focused on solving their problem and offering some framework of humanity that engages them to take the next step in the relationship. No kidstuff here, just good business.
I see only young kids reading blogs – do business people really want to read blogs?
Blog readership is actually a myth. Here is a direct quote from the CEO of Technorati: “Most Web surfers don’t even realize they are reading blogs.” In late 2008 eMarketer found: “-it is not always clear or relevant to the end user whether a particular destination is a blog….”
Point here is that only a small portion of the people who see your corporate blogs know or care that they are by definition 'Blogs'. What business people want are solutions to their problems. They spell out their problems using keywords that you should be researching and then writing about. Specifically, telling the stories about how your company and people address these problems.
To the searcher they land on a page that is relevant to their query...focused on solving their problem and offering some framework of humanity that engages them to take the next step in the relationship. No kidstuff here, just good business.
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