Business Blogs Work!
One of my favorite companies in the world, Hubspot, has conducted another study on Business Blogging. Once again, their results are staggering. Hubspot conducted a study of 2,300 companies and put them in two groups. Those who blog and those who don’t. Before I go one, let me point out that the criteria was just “blogging”. It was not Good blogging or Excellent blogging. This group included those companies who blog…and suck at it. Yet the numbers are still amazing!
Businesses that blog see an increase in LEAD GENERATION that is 126% HIGHER than businesses that don’t blog…all else being equal. If you’ve been on the fence because you can’t justify the ROI of blogging or don’t see the value then it’s time to get off the fence - the results are indisputable. I seriously doubt that your direct mail campaigns can make claims like this.
Let’s take this one step further. Remember that I said this study included “businesses that blog”. That includes those that do it poorly, which is most companies to be painfully honest. Imagine what your numbers could look like if you had a blogging platform that would guarantee your success and supercharge your SEO!
InnoBlogs
We are going to be releasing InnoBlogs 1.2 in February which will contain an SEO engine as well as something we call Blogging360. Our SEO engine will supercharge your web traffic and conversions delivering an even higher measurable ROI. Our Blogging360 module will connect you with similar content all over the Internet for higher engagement, inbound links and idea generation. More on that to come! If you’re interested in learning about our platform, please give me a shout.
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The New York Times recently published an article about MIT’s student blog program, which they have had amazing success. Here is a quick breakdown of the key learnings for companies wanting to capitalize on this success.
1. Use of STUDENT bloggers
Note that it’s not the head of the MIT marketing or admissions program who is writing. It’s not the President or Dean either. It’s the students. Companies always say their most valuable resource is their People, yet we rarely see a company who gives their most valuable resource the ability to talk about how great their company is.
2. Lots of Bloggers
MIT uses a good cross section of bloggers to best represent the diverse student body at the University. A company is composed of many people across many business units, disciplines, areas of expertise…etc. Don’t relegate the blog effort to one person, engage many bloggers throughout your organization which will not only make the work easier for everyone but will portray a more evenly balanced company and broader range of information.
3. Set rules and play by them
So you’re worried about someone posting a negative comment or saying they don’t like how an area of the company runs or maybe something negative about your product or service. SO WHAT. Hiding that information doesn’t get rid of the problem. In fact, in today’s world, the more you try to hide the negative truth, the more it bubbles to the surface. Instead, use this as an opportunity to learn and resolve problems instead of brushing them off. If your customers see you deal with problems in the open, they are much more likely to trust and believe what you say.
There is a lot of other great information in the NYT article, but those are my main take aways for companies. I highly recommend you read the actual article here
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