I read a very interesting article today in B2B Magazine, titled "Corporate blogs fail crisis test." Clearly, the writer is not impressed with the communication on corporate blogs during the Wall St. meltdown. There are some good arguments from both sides of the fence, but overall I agree with B2B:
Our whole model at Compendium is simple: Create compelling content, organize the content for optimum search engine results, and have a clear call-to-action for readers to take.
Compelling content... what is that? Well, in a financial crisis, it's important to assure prospects and customers that you understand their pain, both professionally and personally. One of my best friends is a 2nd year professional athlete. Yes, he makes a lot more money than I do, but talking on the phone last night, he's also lost a lot more than I ever imagined. My father is seeing his retirement dwindle daily. A local business owner in the home improvement industry saw his phones go dead for almost an entire week. These are real problems across the board, from small business owner to professional athlete.
Every business needs to look at their spending very closely. Every dollar spent should have tangible solutions attached, and Marketing Directors have to be more focused on driving business than ever. As our CEO said in a recent blog post, in tough times, you better be easy to find.
"A time of crisis demands leadership, and a blog is the most direct path between business and customer. Nervous investors watching their retirement savings shrink by 25% or 30% needed reassurance, or at least perspective, from the institutions they trust."Company blogs are an opportunity to have a conversation with both potential and existing customers. Showing the human side of an organization, and distributing real-time information is a large part of blogging success.
Our whole model at Compendium is simple: Create compelling content, organize the content for optimum search engine results, and have a clear call-to-action for readers to take.
Compelling content... what is that? Well, in a financial crisis, it's important to assure prospects and customers that you understand their pain, both professionally and personally. One of my best friends is a 2nd year professional athlete. Yes, he makes a lot more money than I do, but talking on the phone last night, he's also lost a lot more than I ever imagined. My father is seeing his retirement dwindle daily. A local business owner in the home improvement industry saw his phones go dead for almost an entire week. These are real problems across the board, from small business owner to professional athlete.
Every business needs to look at their spending very closely. Every dollar spent should have tangible solutions attached, and Marketing Directors have to be more focused on driving business than ever. As our CEO said in a recent blog post, in tough times, you better be easy to find.
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