Can I interest you in a used blog…

In a recent survey by internet marketing company, HubSpot, it was revealed blogs rank as the most useful of all the wrenches in the social media tool box. 75% of those surveyed said blogging was useful, critical and/or important to their business.  

In this report respondents spent an average of 10% of their lead generation budget on blogging/social media which resulted in 8% of their leads. Now this is more impressive than the percentages would lead one to believe. Here’s why, corporate blogging audiences think you’re a liar.

Forrester VP, Josh Bernoff revealed in a post on the Groundswell blog, and commented here,  only 16% of online consumers who read corporate blogs say they trust them.  For the same reason we don’t a used car salesman when he hocks the latest features on the 1989 Chevy Caprice, we have a tendency to look skeptically on the CEO of Phlomax when he blogs on the wonderment of their wonder drug. 

Often times corporations use their blogging platforms as a pulpit to sell splendiferousness and fail to actually engage their audience in conversation. In failing to seize the opportunity to humanize their company and engage their audience corporations turn their blog into an advertising channel. By a show of hands who trusts advertisements…anyone? Bueller?

As the professional world continues to embrace blogging, especially Small Businesses which generate almost 15% of  leads from this medium, it is important to develop a rock solid blogging strategy. Why do you want to blog (hint: because everybody else is, is not an acceptable answer)? What are you blogging about (hint: blogging only about your product = used car salesman)? Who is the best person to represent the company in the blogosphere (hint: it is NOT an Bobby the Intern)?

Remember the best blogs are built around a shared point of interest, so look at your company, product,  partners, consumers, etc. and strive to develop a blogging strategy that touches upon all of those influences that impact your company and your audience.