Roger Yu had an article in USA Today called Blogs are Slogs, So Companies Just Quit.
Here are some high lites of the article:
- A survey released earlier this year by the University of Massachusetts-Dartmouth says the percentage; of companies that maintain blogs fell to 37% in 2011 from 50% in 2010, based on its survey of 500 fast-growing companies listed by Inc. magazine.
- Blogging requires more investment. You need content regularly. And you need to think about the risk of blogging, accepting comments, liability issues, defamation. says Nora Ganim Barnes, a professor at the university who wrote the report. One benefit of a blog: It’s a tool and content you own.
- Lee Hoffman, a communications consultant, says many corporate blogs fail to attract readers because they exist solely to pitch products and are badly written. Companies don’t understand that the content on a blog shouldn’t be about me.
- Engaging blogs can serve crucial marketing goals-especially executives out to establish expertise in their industry, says Scott Monty, head of social media at Ford Motor.
All of the above points are very valid based on my experience and companies need to find the right mix of blogging and social media. However, the primary reason that I always set up a blog with a company’s website is for search engine optimization (SEO). When a company is trying to get traction with the search engines; blogs can be the perfect tool. Well written blogs serve two masters: Google and potential customers. The most important visitor is still Google. If Google isn’t regularly coming to your site and indexing the blog posts-clients will never find the site.
What has been your experience and most effective use of time? What has provided the most conversions for your company?