How is your B2B blog: Results or waste? Dull or Entertain?
Hype 2006 for B2B blogging
During the hype in 2006, many B2B businesses started corporate B2B blogging.
In 2007 their early enthusiasm went away, due to the low number of readers and the effort it takes.
Thus one after the other gave up: the number of B2B blogs has decreased significantly.
Currently marketers admit that blogging is failing to deliver the expected results.
Forrester Research B2B blog survey
A survey has been done by Forrester Research of 198 B2B marketing professionals in firms ranging from less than $20 million to more than $5 billion and blogs from 90 Fortune 500 and high technology companies.
- Most corporate blogs are dull and don’t stimulate discussion
- Only 74% of B2B blogs receive a minimum of commentary or track backs
- 56% of blogs examined simply regurgitate company news or executive views
- Not establishing thought leadership with deep, specific knowledge of a particular topic.
According to Laura Ramos following blog strategies could produce community marketing value:
- Start a conversation, don’t be a conversation spoiler
- Write entertaining, easy to digest and to use blog content
- Connecting the dots between events and community involvement
- Get thought leaders invited, however coach them on community etiquette
Maybe B2B companies should give blogging a second change.
The LEADSExplorer Blog
Our experience:
1) The blog posts do not always draw the right audience
As we can identify the companies visiting/reading the blog, we know if they could be potential customers or not.
In many cases they are not.
2) Many people read the blog post
However they leave the website without being interested in other pages of our LEADSExplorer solution.
3) Spam comments
90% of all received comments are spam
4) Advertising comments
35% of comments posted are advertising.
Still a minority of these “comment-adverters” takes the effort to relate to the blog post.
5) Real blog comments
Some people write comments without obvious advertising purposes.
Keep blogging or not?
Are you still blogging for your company?
- If so let us know. What are your experiences?
- If not, why did you stop? Could you consider to start over again? What would you change?
In any case this post has missed to be entertaining.
Let’s hope it starts a conversation:
How do you do with your B2B blog?
More from LEADS Explorer
- Why B2B marketing is so boring and what to do about it
- How to get guaranteed interest for your products or company
- What is your web analytics measuring on your B2B website?
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