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We often advise our web design clients to avoid integrating blogs with their business websites. A poorly-written or infrequently-updated blog can leave a poor impression on prospects.
Bruce Arnold, Web Designer
Miami Florida
Many of our clients have had blogs they never use - those that do, I have been instructing lately to take the time to Stumble, digg or del.icio.us their own good content.
Viral is as viral does and all that. It also has the added benefit of getting them used to the idea of bookmarking in cyberspace rather than on their own desktop - which helps further the discussions regarding SMO.
Stevie Black
Online Creative Director
Gloucester, MA
A company shouldn't publish a poorly written blog post. Nor should they launch a blog unless they are serious about updating it frequently and engaging with their audience.
Agreed. Many accounts we take over and find the blog has languished. Like the latest abdominal exercise apparatus, the blog often seems like a good idea at the start, but requires from most people an enormous attitude and behavioral change. I see my job with these accounts as part personal blog trainer, part writing coach and editor, and part marketing consultant.
How do you handle accounts where the die has been cast and there is a languishing blog mentality or the people who fought so fiercely for it are now gone? What's your council to accounts like that?
@Stevie. In an ideal situation, a blog is supported by the CEO. Unless the CEO is ousted, then it should survive though lower level turnover.
Nonetheless, I think the sales job starts all over again. The value of a blog needs to be reinforced. And the ROI needs to be measured and demonstrated. Blogs support SEO, lead nurturing, promoting webinars, etc. If a blog contributes to generating a visitor, lead or sale, that should be reported.
From a softer standpoint, whoever is in charge needs to be committed to the value of an open dialog with their market. If they feel they have more to lose than to gain, than there's obviously deeper issues that need to be resolved inside the company.
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