Corporate Blogging

That's right -- it's just like Britney Spears' latest song, "Gimme More."

Let me preface this by saying I'm not a Britney fan. But when it comes to corporate blogging, she has a good point. Gimme more content. And gimme more content contributors. More is much better than none or some. Let me explain...

Whereas in the email world, where frequency of content sent to prospects and customers is a delicate subject since you don't want to fatigue the same subscribers, it's just not an issue when it comes to blogging. Because business blogs should primarily be used as an acquisition tool, and unless you're a publisher, your readers are not going to come back over and over again to read more content. Instead, your goal is to move them on to the next step in the process, or rather "convert" them.

Fresh content is a really good thing because it shows your latest visitors that you're engaged and up to speed on new happenings. And on the search engine side, frequency and recency of content makes a huge difference when Google or MSN or Yahoo try to decide which results to rank on page 1 for a related search query. Thus, there's no such thing as too much content as long as it's relevant and provides value to the reader. Remember, a blog is a conversation, and it doesn't have to be perfect. Google and your readers don't care if you've written the next 400 page, Pulitzer prize winning novel on your latest blog post. Google would rather see snippets of content posted frequently instead of something that's a few pages long.

As for my point that more is more when it comes to users generating content? Well, I'll save that for tomorrow and live by those words of spreading the content around on over time!