Deciding to Blog or Not Archive

3.6 Deciding if your company should blog

posted: November 2, 2006 2:02 AM

Time, dialogue, transparency, culture, personalization and entertainment are all leading factors that can contribute to the success of a corporate blog, and there are many other factors we have discussed in the study that can help to establish a successful blog.  All of these success factors do not necessarily have to be in place to build a blog, but each factor will certainly contribute to a blog’s ultimate success.  
 
Blogging is complex, and each company approaches blogging differently. If one measurement of success is reaching an audience, it is, therefore, important to choose a content strategy that is relevant to your audience. If you do not conduct a dialogue with your audience, but instead try to sell your audience something, your blog will probably not produce the traffic or links you seek. Without results, a company will either change its strategy in order to become an effective blogger or give up blogging entirely.  The decision to blog, then, should be based upon an understanding of what resources are available and the commitment that is needed to maintain a successful blog.

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