Making A Corporate Blog A Success
Nick Denton of Gawker Media , one of the first successful bloggers, recently made some changes to his blogging empire. Apparently editors at Gawker, Wonkette, Gizmodo and Gridskipper were moved or replaced.
“…the barrier to entry in Internet media is low and the barrier to success is high,” said Denton.
Very true. How often have you heard this advice at a workshop or conference on corporate blogging: It’s easy and quick to set up a blog so just get started.
Now there are millions of blogs and the number doubles about every 6 months. And by the look of them most of the compnay or business blogs did ‘just get started’ without any thought to the reason they’re blogging, who might be reading the blog and what they’d want to hear.
A corporate blog should not be a PR piece. But it should be a well thought out communication tool.
When you know where you are going, and why, you can blog with freedom while still moving in the right direction.
It’s still all about who you’re talking to and the quality of the conversation.
Witness this comment on Robert’s Scoble’s blog today: “If this is what post-Microsoft Scoble is like, I’m about two more entries like this away from pulling your feed.”
Of course you will never please all the people all the time,. But in the final analysis, the success of your blog will depend on the quality of your content.
A sound, simple content strategy can keep on track and stop you from missing valuable opportunities or wasting time and resources ? or worse, sabotaging your own goals through inept communication
Sally is the author of Website Content Strategy blog: Information about the shifts in media consumption and the use of
technology in marketing and PR so business can stay in touch with
their rapidly moving audiences.