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Ogilvy Public Relations Worldwide
Jul 01

B-2-B corporate blogging wanes – who is to blame?

I was reading a story this morning from B2B magazine that the popularity of blogging by b-to-b marketers is waning. This is according to Forrester Research’s “How to Derive Value from B2B Blogging” report released Monday. A stand out finding is that 53% of respondents said blogs were either marginal or irrelevant in their 2008 marketing strategy.

Why?

Whilst not an expert and without knowing the companies surveyed, my gut tells me that the only reason for a negative response like this could be because the content is not relevant and is not driving conversations. I also imagine the reason for starting a blog in the first place was a knee jerk reaction due to the interest and desire to embrace blogging as part of a corporate social media program.

Forrester recommends that companies give it another go, employing a few basic strategies like honing their voice on other public forums, becoming a resource rather than espousing company rhetoric.

Are we going to see a decline in the number of corporate blogs – one would expect that technology companies would have more success, especially within the markets they operate and the topics relevant to their buyers. Perhaps I am wrong. But with blogging and other conversational marketing activities now part of an employee’s job description, are we forcing the issue and as a consequence, finding that there is little of no value because the content is probably not worth the effort. These results in this Forrester survey would suggest that is happening.

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Ogilvy Public Relations Worldwide