One man and his blog

The blog has helped transform the web from a publication channel into a forum for debate where everyone can chip in. Markets are conversations, as the Cluetrain Manifesto had it, and businesses want a slice of the action. But it’s not easy to create a successful corporate blog.

The hottest topics in the UK blogosphere today include Big Brother, Britney Spears and doped-up politicians. How many of us can say our businesses are as fascinating or scandalous as that? Can we really expect people to discuss our products with the same enthusiasm they have for hot news and gossip?

When I see a B2B blog, I usually click on by. I can’t think of any product or service that I want to read about all the time. I’m far too busy to engage in ongoing public dialogue and I find the idea of leaving a permanent record of my ignorance a bit disturbing. That said, if you can get the content, timing and targeting right for me, there’s a good chance I’ll email the writer directly and share my views in private.

While I might not return to read more, there’s still value in a one-off visit. A blog can both educate and demonstrate thought leadership. If that’s your goal, consider the commitment in terms of time, effort and how much information you are willing to give away because once you’ve started, there’s no going back. A neglected blog sends the message loud and clear that you’ve lost interest in the channel, and by implication in your readers.

B2B blogs fail when they try to emulate the kind of casual banter that you see on general interest blogs. People aren’t that interested in what you’ve got to say. Blogs can succeed, though, by understanding what their readers want and serving it up regularly. Look at the search terms that people are using to find your blog, and start to identify where they are in the sales cycle and what information you need to give them.

Blogs don’t need a legion of commenters and regular visitors to help build a relationship between a company and its customers. People often do business with companies they’ve only met once, and a single visit to a blog could be a valuable connection. The important thing is that people know they can go back at any time and see the company is still thinking, working and willing to talk.