New research from Forrester suggests that only 16% of those that read company blogs say they trust them.
For all you corporate-types, I’ll let that sink in for a second.
Now, before you reach for the "delete" button in your blogging platform–the one that says "warning, this can’t be undone"–there’s a silver lining to this dark cloud.
Among bloggers–those that publish a post at least once a month–your credibility raises to 39%. Perhaps suggesting that as part of the blogosphere, you’re trusted among your peers.
So, what is a corporate blogger to do? Well, as Forrester suggests–and I agree–blogging should be one spoke on your customer engagement wheel. A blog is not going to make all of your branding dreams come true on its own–you need to tap into a wide range of customer touch points. This chart says it all:
Hmm, interesting that the most trusted information sources are from "people you know" and "consumer reviews"–where have we explored those concepts before?
The Forrester report has some advice for those companies determined to press ahead with their corporate blog. The biggest recommendation is to not simply make your blog about you, your news, and your products. Instead:
- Blog about the customer’s problem
- Blog to your hordes of fans
- Blog about issues at the core of a community
- Blog because you’re a celebrity
- For B2B companies, get your employees in on the act
- Blog to have a voice
For more recommendations–and some pretty charts–you can give up your email address in exchange for a free copy of the report.