Thumbs down on corporate blogs

According to a new survey by Forrester, only 16% trust corporate blogs.  That seems like a different question than whether people read corporate blogs.  You might read them out of desperation because you bought a company’s product or service and need any information you can get about what you’ve bought.  You will read but you won’t necessarily trust.

The big takeaway is don’t blog to promote products or expect blogging to build your corporate voice.  Blog if you already have a strong individual identity like Jeff Bezos of Amazon or a strong brand like Apple.  My opinion is that blogging is conversational so you wouldn’t talk to a corporation, you’d talk to a person or persons at the company.

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