Link:
Corporate Blogging: The Fallacy of Quantity vs Quality
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As a corporate blogger I rarely post “off topic”. There’s a reason for that, and a reason why I’m doing so now. The core reason for doing so now is that it’s a subject that’s near and dear to me, having spent the majority of the past eight years writing and blogging in publishing and on the corporate side of the table, and I see far too many posts out there offering advice about blogging that’s focused solely on “getting more hits”. While that might be sound advice for personal blogs, it’s off-key when it comes to corporate efforts.
There is a belief, and it’s wrong, that more is better – whether it’s more posts or more hits – when it comes to corporate blogging. In fact, the opposite is true: quality is more important – whether it’s readers or posts – than quantity.
One Comment
Hi Trevor,
I agree with the position that ‘relevant, engaging content that educates and forwards corporate goals should be the goal for corporate blogging efforts’.
I wonder how many corporations have established blogging KPI’s that supports quality over quantity?
If a corporation doesn’t know how to measure blogging then I think they’ll have issues recognising and appreciating the efforts and results generated by employees.
I think a lot of traditional Australian corporations are still assessing if they should direct limited resources to blogging.
I appreciate each situation will dictate need. At Telstra we launched NWAT so we could directly express our views to stakeholders. Although most of our bloggers are staff and volunteer their time and effort. I don’t believe these staff have blogging KPI’s.
Cheers,
Mike