Don't let this happen to your business or marketing department.
As much as I am an advocate of business blogging, I also understand the difficulties that Marketing Directors face when internally selling a new concept, or misunderstood technology. I think the answer may be to focus on the term "content marketing" instead of "business blogging" or "corporate blogging." Our marketing department (which is a talented bunch) would probably fight me on this, but I think the word blog can push people further away from the results that a blog actually drives.
I read a press release today from the Blog Squad today, and co-founder Patsi Krakoff said it perfect.
“This new style of marketing is becoming extremely popular on the Web because it focuses on the reader, either by informing them, entertaining them, or by creating community relationships,” states Dr. Krakoff.Content marketing allows you to relate with customers in a more meaningful way. People have grown more and more cynical to mass advertising messages, or clear PR spin. In a Web 2.0 world, it's never been more important to listen to customers, and join the conversation. What makes them tick? What are the problems they are facing, and how can you help them? Whether it's a small business blog, or a Fortune 500 blog like Southwest Airlines, content marketing digs deeper than a display ad.
“The key is authenticity. Readers aren’t interested in the hype you see in TV commercials. When a business or professional publishes on the web, they must connect with customers in a way best done through writing valuable content that rings true,” she adds.
Don't put something flashy in front of my face. Chances are you'll annoy me more than you'll get my attention. Instead, provide me with interesting, compelling content that builds my trust and interests me enough to explore your organization's products or services.
