What does your corporate blog really say about you? Strategies and tips for making the most of its potential.

1. Confessions of a
Corporate Blog
May 11, 2011

2. Hi.

3. Do you have
a blog?
WH Y?

4. FUN FACT:
W h a t % o f Fo r t u n e 5 0 0 C o m p a n i e s H a v e B l o g s ?

5. FUN FACT: W h a t % O f T h e To p 5 0
Mi l w a u k e e-Are a P r i v a t e Co m p a n i e s Ha v e B l o g s ?

6. FUN FACT: W h a t % Of Vi s i t o r s To T h e Ty p i c a l
C o r p o ra t e B l o g A r e Fi r s t - t i m e Vi s i t o r s ?
WHY?

7. Most Corporate Blogs Suck
• Most are “dull, drab and don’t stimulate conversation”
• 70% stick strictly to business topics
• 56% republish press releases or already public news
• Only 16% of readers of corporate blogs actually trust them
• 2/3 hardly ever get any comments

8. What does
your blog say
about you?

9. “Blah blah blah, LOOK AT OUR PRODUCT.”

10. “Blah blah blah, MORE ABOUT US blah blah blah .”

11. “We Want Your Feedback...but NOT REALLY.”

12. What Makes You
A Blogging “Don’t”?
• Overtly self-promotional
• Sounds like a press release or spin job, not a human being
• Stale or dry, soul-less content
• Lack of insight, utility, entertainment or other user value
• Not accepting, encouraging and responding to comments

13. What Makes You A Blogging “Do”?
The “TRUST” Scorecard
T Talk to me
R Reach for a bigger idea
U Usefulness
S Soul
T Transparency

14. Talk To Me
• Use a conversational tone
• Tell a story, don’t push a product
• Ask a question
• Encourage comments and dialogue
• Address people by name
• Always respond to comments

15. Reach For A Bigger Idea
• Have a clear purpose
• Find the “bigger cooler thing” related to your products/brand
• You don’t have to be all business, all the time; lighten up a little

16. Be Useful
• Serve a purpose for the reader, not just for PR or SEO
• Quality over quantity
• Share your knowledge and insight
• Be at least a little bit warm or entertaining
• Be as consistent as you can

17. Have A Soul
• Keep it real and human
• Quality of interaction directly proportional to magnitude of personality
• Make your blog a “passion project”
• Don’t try to force people who don’t have a passion for blogging to do it

18. Be Transparent
• Spin sucks and everyone sees through it
• Always be honest and straightforward
• Give people a peek behind the curtain
• “Uncomfortable transparency”: Once in a while, show some warts

19. What does
your blog say
about you?

20. “We GET YOU and share your VALUES .”

21. “We ARE HUMANS.”
B
+

22. “We ARE HUMANS.”

23. “We CARE.” B
+

24. “We WANT TO HELP.”
B

25. A “We Share Your PASSION.”

26. “We PARTICIPATE.”

27. “Sometimes, We SUCK .”

28. “ Footprint chronicles had its origins in our need to figure out
how to better communicate our sustainability efforts to our customers. They
can see slideshows, videos and interview of the people behind
the product. But more importantly, they discuss what is good about
the product and what sucks. It’s total transparency.”
Rick Ridgeway — Patagonia

29. “The secret to success is accepting that a blog is not a traditional
marketing tool. It has more in common with customer service.
Once you realize that and release it from the shackles of press releases
and corporate news, it will start generating return on investment.”
Paul Boag — Smashing Magazine

30. Talk To Me
@suespaight
sspaight@jigsawllc.com
www.jigsawllc.com
www.spaighttalk.com