Corporate Blogging

We have a specific customer who is doing a great job generating content. The trend we see with nearly every customer is that an increase in content generation coincides to an increase in visitors and leads.

However, this customer was generating a ton of content and seeing no benefit to the blogging program. A few months into the program, search traffic was almost non-existent and they were not being found on any of their keyword terms.

After some investigation into their business blogs, we found the following:

1. Their content was pithy (good!) but the content did not appear to be very original. Their keywords were worked into the content without much natural flow, which made the content appear "spammy."

2. Their bounce rate was about 90% and their click-rates were less than 1%. This comes back to the point of "how good does your content need to be?" The answer is: compelling enough that people are engaged and take action.

Based on these results, we made immediate suggestions as to how to improve the quality of their content by naturally integrating keywords, and enticing the visitor with photos of the products that they sell.

Stay tuned on how these changes improve their blogging program.

Comments for Blogging Dilemma: I'm Writing Lots of Content but See No Results

Sunday, February 15, 2009 by Rodger D. Johnson:: Compelling content needs to be simple, surprising, concrete, credible, and touch the emotions. The most important ingredient is to tell a story. I would recommend to anyone blogging to make the book Made to Stick their new Bible.