Social Media Domination

We do a lot of analysis of our clients' corporate blogging performance at Compendium Blogware.

There are three key indicators we pay attention to when analyzing a customer's corporate blogging strategy:

Content - How often content is posted?
Traffic - How much search traffic is directed to the blog?
Conversions - How much conversion traffic is directed through calls-to-action on the blog?

Perhaps the most frustrating profile we see is when a client is graded an "A" in posting content, "F" in traffic and "F" in conversion. These business blogs are simple to troubleshoot - the content is not relevant.

We educate our clients on a continuous basis that keywords count, relevance counts, talking about the customer counts... but sometimes a client ignores us and thinks of the blog as a personal journal more than an organic lead generation tool.

Your prospects don't want to read about you and your personal experiences - they want to read about how your business is going to help them. They have a problem and you have the solution. You need to write about how you solve their problem(s).

Not writing relevant content hurts your overall brand. Irrelevant content dilutes the messaging that you're trying so hard to build a reputation on.

If you're running a corporate blog, tighten up the content from your bloggers. Be sure your business bloggers are writing content that will attract business, not push it away or confuse it.

Compendium's administrative approval process quickly highlights keywords and phrases so administrators can see if a post is on target or not. If you get to a blog post that is not on target, decline it and ask your blogger to rethink their content.

Comments for This is not your Personal Blog

Monday, March 9, 2009 by Tripp Babbitt:: What about blogs with personal experience that underline the importance of their business?
Monday, March 9, 2009 by Douglas Karr:: Great point, Tripp! Personal experience definitely helps a blogger to drive home his/her authority on a given topic. I'm speaking to corporate blogs where the bloggers discuss topics that have zero relevance on the audience they hope to attract. Your blog is a great example where your personal (business) experience ADDS to the authority of your site and would be of interest to prospects.
Monday, March 9, 2009 by Scott Burkey:: I see it all the time, as well, Doug. Good point. If the content doesn't resonate with the prospects/targets then what real good is it? Keep it relevant people.
Tuesday, March 10, 2009 by Douglas Karr:: Thanks Scott! We have clients that would have quite a bit more business if it were not for their irrelevant content.