Why your CEO’s blog is fading into oblivion

Forrester Research recently put corporate blogs under the microscope, and the diagnosis wasn’t pretty. Video

Wondering why your CEO’s blog is fading into oblivion and failing to generate even a single comment from a reader?

“Blogs read like tired, warmed-over press releases,” says a Forrester Research report by Laura Ramos. “Successful blogging is not a one-way street, but most corporate bloggers yak away about their companies and products, seemingly oblivious to whether their audience is listening or not.”

Ouch. Forrester also took corporate blogs to task for their inability to spark any give-and-take with the audience. “Many B2B marketers fail to realize that good blogging style should resemble a coffee shop conversation, not a whitepaper,” says the report. “As a result, most B2B blogs are dull, drab and don’t stimulate discussion. More than 70 percent of the corporate blogs we reviewed [Forrester looked at 90 corporate blogs for its report] stick strictly to business or technical topics and don’t share much personal insight or experience.”

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