Gini Dietrich

Is Blogging Dead or Are Companies Not Trying Hard Enough?

By: Gini Dietrich | April 25, 2012 | 
199

When I speak to CEO organizations, I typically run through a series of quick slides that show where technology is right at this moment.

For instance: There were 107 trillion emails sent last year, Facebook is at more than 900 million users, Pinterest is closing in on 15 million users, and there are three billion videos streamed on YouTube every day.

I do this to show how many people are using the web, to preempt the “My customer doesn’t use the Internet” conversation (yes, I still hear that).

But the stat I want to talk about today is the number of blogs on the Internet. According to Technorati, there are 158 million blogs floating around, which is partly why I’m so surprised to keep reading that blogging is dead.

I get it. It’s not an easy think to keep up. My guess is many people or companies say, “Let’s start a blog!” and then do nothing with it after a month or two because it’s so labor-intensive.

So, let’s say for argument’s sake, half of those blogs never see the light of day, either because they’re abandoned or no one reads them because they’re too self-promotional. That leaves us with 79 million blogs, which isn’t a small number.

USA Today reported this morning that more companies are abandoning their blogs in favor of Facebook, Tumblr, and Twitter.

Add to that, the University of Massachusetts Dartmouth released a  study earlier this year that says the percentage of companies that maintain blogs fell to 37% in 2011 from 50% in 2010, based on its survey of 500 fast-growing companies listed by Inc. magazine. Only 23% of Fortune 500 companies maintained a blog in 2011, flat from a year ago after rising for several years.

So, I see. Based on Wall Street and fast-growth companies, blogging is down, and now it’s time to claim the whole blogosphere is dead.

Here’s the thing, though. Those companies aren’t blogging because it’s hard. It’s hard to generate good content even once a week. It’s hard to cultivate a community. It’s hard to grow traffic. It’s a thankless job most days. So people throw something up there that talks about how great the company is, if only to check off “blog today” from their check list.

And the blog fails.

Hubspot recently took a look at how blogging affects leads. They found, for companies that do blog, their monthly leads increased by 67% (for B2B) and 88% (for B2C). The survey goes on to show that updating it just once a week increases your leads by 77%.

So, here I sit in front of my pretty pink MacBook Air, wondering why more companies aren’t blogging. Yes, I know it’s hard. I know it’s time-intensive. I know you don’t have immediate gratification. I know you can’t think of anything of value to write. I know no one comments and you don’t see a spike in traffic.

I promise you all of that changes if you’re consistent, you provide good content, and you don’t sell.

Wouldn’t you rather do blogging the right way and generate leads than sit on the phone and make cold calls all day?

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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199 Comments on "Is Blogging Dead or Are Companies Not Trying Hard Enough?"

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ginidietrich
ginidietrich
4 years 3 months ago

@CEM_Social Thanks!

johnfalchetto
johnfalchetto
4 years 3 months ago
Hi Gini,   The fact is if someone has a local pastry business (like I see here in my village) what do they care about the millions of people in China or Brazil who could find their site? They have an established clientèle with a big name in the area and people line up around the block to buy their cakes on Sunday.   I don’t think blogging is for everyone. Yes, it’s a powerful tool, as long as the business is ready to deliver the goods to an international audience which it will attract.   Can blogging be more… Read more »
KenMueller
4 years 3 months ago

 @johnfalchetto I wouldn’t say blogging is for everyone, but regardless of visitors from out of your target market, I would bet that the local pastry business could still benefit from a blog if done well. We have a few such businesses blogging locally, and people love it. And that added traffic from Brazil and China? While not bringing in business directly, it does help with the SEO, so there is an indirect impact on business.

ginidietrich
ginidietrich
4 years 3 months ago

 @johnfalchetto I definitely don’t think that blogging is for everyone. That wasn’t the point I was trying to make. The point I’m making is that blogging is not dead and it’s ridiculous to make those claims, based on Fortune 500 companies. I know why it’s dead for them…they’re using it to sell. 
 
I agree with you that the local pastry business wouldn’t find it effective, but for those companies who have teams of people making cold calls with only one or two warm leads generated per day, blogging is a much more effective tool.

higginbomb
higginbomb
4 years 3 months ago
One organization I see blogging well is USAA, which is a company that provides financial planning and insurance to veterans and their families. Its blog covers everything from tips about retirement savings to ways to plan a good party for your kids on a budget to preparing for a military move. The great thing is that so many topics really don’t have much to do with insurance or finance. I don’t have a spouse but I still find myself reading USAA’s military spouse blog just because it’s interesting.    The important thing is that the messages communicated by the blog… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @higginbomb THAT is an excellent case study!  Do they also do video and audio?

higginbomb
higginbomb
4 years 3 months ago

 @ginidietrich I haven’t seen any audio, but I’ve seen them do several videos on their YouTube channel. Here are some examples: http://bit.ly/K41dM3

ginidietrich
ginidietrich
4 years 3 months ago

 @higginbomb Thank you!

KenMueller
4 years 3 months ago

Agreed 100%. (OK, I’ll let you get up off of the floor before I continue). Just last night my students presented their final projects which included an analysis of the social media and online presence of various companies. A number of these companies were using blogs in really interesting ways. in fact, I’ve asked a few of those students to write them up as case studies for my blog. I just think that some still don’t get it, while others still feel the pressure of “But what do I write about?”. In other words, they lack creativity.

ginidietrich
ginidietrich
4 years 3 months ago

 @KenMueller The thing that kills me is we all complain about being sold to yet we go to the office, get behind our computer screens, and pump out content that is full of sales and jargon. I always push clients to think about themselves as consumers as they’re creating content. It kind of makes me nuts.

KenMueller
4 years 3 months ago

 @ginidietrich I don”t know how many times I have to tell businesses to stop talking so much about themselves. You can do it, but it’s a matter of how you position it within the content. And this goes across platforms, not just on blogs. I often do the same thing in asking them to think how they feel as consumers. Even as far as, “Do you like getting sales calls during dinner? No? Then why do you pay someone to do them for you?”
 
None of us likes to be sold to. This whole world is changing in that aspect.

ginidietrich
ginidietrich
4 years 3 months ago

 @KenMueller Exactly! Yet…

KenMueller
4 years 3 months ago

 @ginidietrich yet…People!

ginidietrich
ginidietrich
4 years 3 months ago

 @KenMueller Seriously. 

ginidietrich
ginidietrich
4 years 3 months ago

@jeffespo I will smack them…for sure

ginidietrich
ginidietrich
4 years 3 months ago

@PaulRobertsPAR Darn it. One of these days I’ll be wrong.

PaulRobertsPAR
PaulRobertsPAR
4 years 3 months ago

@ginidietrich I’m (patiently) waiting for that day.

ginidietrich
ginidietrich
4 years 3 months ago

@PaulRobertsPAR LOL!! So many self-deprecating things to say to that.

alanbr82
alanbr82
4 years 3 months ago
Blogging clearly isn’t for everyone nor for every business. We keep adding the caveat if done correctly and maintained. To me it’s more about focus on your product or service. There is no doubt that blogging can help your business however, does that growth have a greater cost? We have two clients that blogging has set the business on fire. We are creative, plan it out, marry it with other marketing announcements, videos and it works. Like any marketing effort it’s the right tool for the right job sometimes blogging works and other times it doesn’t.   I don’t think its always… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @alanbr82 I agree with you. But, in this case, where we’re looking at the stats from the Fortune 500 companies, I think it’s really a function of “it’s too hard” than it is about doing it right. I’d much rather see companies use inbound marketing to generate leads than spend all day on the phone making cold calls and generating little to nothing.

alanbr82
alanbr82
4 years 3 months ago

 @ginidietrich True, but are we talking Marketing doing the blogging or Sales?  Fortune 500 companies biggest issue is aligning sales with marketing. If that isn’t fixed blogging will never work. You have territory/district sales managers that have no idea what is being blogged about. So many companies are left with “now what”.  I am not saying there isn’t ways around it but if the “real” problem isn’t fixed then you are just rotating the tires to fix a flat.

rustyspeidel
rustyspeidel
4 years 3 months ago

 @alanbr82  @ginidietrich EVERYONE should do the blogging. Getting to know a company breeds trust, which breeds increased engagement, which breeds action. Sales, Marketing, Engineering, Manufacturing–they all have an interesting story to tell. 

ginidietrich
ginidietrich
4 years 3 months ago

 @rustyspeidel  @alanbr82 It definitely needs to be integrated. Funny we should be talking about that as the book I have coming out TOMORROW is all about how to use these tools in an integrated fashion that works with everyone. All employees own it via a marketing round. This is no longer the wild, wild west. Companies have to figure it out.

alanbr82
alanbr82
4 years 3 months ago

 @rustyspeidel  @ginidietrich I agree, first kill all the lawyers. (just joking about killing)

ginidietrich
ginidietrich
4 years 3 months ago

 @alanbr82  @rustyspeidel HAHAHAHHA!

alanbr82
alanbr82
4 years 3 months ago

 @ginidietrich  @rustyspeidel We can have in person conversation at the conference 😉

rustyspeidel
rustyspeidel
4 years 3 months ago

 @alanbr82  @ginidietrich This is a really insidious problem. A lot of old school sales guys still think it’s all about them and their “closing skills.” A lot of the time they are missing the mark, selling the wrong thing, or basing pitches on information they think their customers need to hear, not what they’ve asked for. 
 
Same deal on the management side. Blogging is for mommies, not real businessmen. We pick up the phone!! We sell!! We run into that all the time and it’s a hard slog to change entire company cultures. But it is amazingly cool when it works. 

3HatsComm
4 years 3 months ago
This makes me think of ‘doing’ social media, or DIY PR, or so many other things. The difference between doing something and doing it well, doing it in such a way that generates results is so wide you could drive a fleet of tanks through it, with room for the LSU Marching band to spare. As you say that gulf is populated by work; one thing I think you missed was the work to plan, to make it right for the business.. and I see @alanbr82 already beat me to it.   It’s not enough that people search for your industry,… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @3HatsComm  “With room for the LSU Marching band to spare.” LOL!! Love that analogy. It can only be made by you.
 
I don’t think it’s solely about sales. It’s about generating leads…which just shows people are interested. What you do with those leads is up to you. I know many, many companies who still employ teams of people to make cold calls with no real results. Think about the damage they could do if they used even half that team to experiment with integrating inbound marketing into the mix.

3HatsComm
4 years 3 months ago

 @ginidietrich Agree; see also AdWords or other measures that yield small returns. I just think a blog can be such a powerful communications tool, don’t think it should be it solely about leads/sales. If that’s all it took for a company to be profitable, why are they paying all those employees to populate 37 divisions with 28 levels of middle management instead of just a sales army? 

ginidietrich
ginidietrich
4 years 3 months ago

 @3HatsComm THAT is a very good question!

vegemitevix
vegemitevix
4 years 3 months ago

Oh yes, yes, yes! One hundred times yes! Exactly what I’ve been saying. I honestly don’t think that bloggers’ real influence is really understood. It’s not easy to maintain a blog, but I know that it is the best way to build emotional engagement between brands and their customers. @Vegemitevix Question is; Do online marketers underestimate the value of engaging with bloggers who are daily communicating with their client’s customers?

ginidietrich
ginidietrich
4 years 3 months ago

 @vegemitevix  I think there is a lot of undervaluing going on here. As human beings, we’re inherently lazy. And blogging is hard. There are some morning (like today) that I just don’t want to write a post. But when we look at where our leads are coming from, an hour out of my day is WELL worth it. We’ve seen a trend of me speaking somewhere, attendees subscribing to the blog, and then buying our services. And, to flip that around and talk about the bloggers who have direct relationships with your customers, it’s kind of a no-brainer.

KristenDaukas
4 years 3 months ago
I read this article earlier this week: http://www.crm-daily.com/story.xhtml?story_id=83039 and the thing that popped out at me was the part where companies who had BIG blogs before and had let them go dormant, were now considering resuscitating them. Obviously singing to the choir, here but the best part about blogs is that it gives you content to repurpose and it stays alive far longer than a Facebook post or Tweet. I am very frank with my clients when we talk about blogging – it takes a ton of time and commitment to make it work, but when it finally kicks in – it pays… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @KristenDaukas I do the same – it’s a HUGE time commitment. I always talk about how much time we spend on Spin Sucks and then I show the numbers as they relate to traffic and then leads and then sales. By that time, people are going, “OK…maybe it’s worth the time investment.”

bradmarley
4 years 3 months ago

 @KristenDaukas Word. And a blog gives you the platform to share stories that wouldn’t necessarily be worthy of a press release, or an “official” announcement. In short: Company blogs rule.

HowieSPM
4 years 3 months ago
So email still BLOWS AWAY Facebook for communication. Not surprised.   Blogs are tough. I will admit I recommend blogs to clients and say I will help them with content but sadly I am a primitive blogger in terms of platforms. And none of my current clients pay me enough hourly to blog for them.   But I think large companies should blog especially for their own intern uses. I would love for a VP of Sales to blog about the happenings up at the top or with clients if I was a salesperson. Or read about the CEO’s vision… Read more »
HowieSPM
4 years 3 months ago

oh i forgot.
 
blogging is dead.
 
so is the easter bunny.

KenMueller
4 years 3 months ago

 @HowieSPM I’m surprised you didn’t say Facebook was dead. 

ginidietrich
ginidietrich
4 years 3 months ago

 @HowieSPM WHAT?!?!? The Easter Bunny is DEAD???

ginidietrich
ginidietrich
4 years 3 months ago

 @HowieSPM YOU are a primitive blogger when it comes to platforms?!? Nooooo! Really??

KenMueller
4 years 3 months ago

 @ginidietrich  @HowieSPM Howie, there’s this new thing called Xanga. Check it out.

Amy Peveto
4 years 3 months ago

 @HowieSPM We’ve had a similar problem at our company; if a client doesn’t understand the value of blogging, it’s impossible to convince them to pay what it takes to have that content written. Fortunately things are changing, but it’s been a slow slog.

maggielmcg
4 years 3 months ago
The thing that I found ironic about that USA Today article is that you still need content to post on Facebook and Twitter. And unless you want to perpetually be sending your customers and potential customers to other sites, you want at least some of that content to be on your website. And to have enough dynamic content on your website that’s interesting and engaging enough to power engagement on Facebook and Twitter, you pretty much need a blog! In fact, the main reason my org launched a blog was BECAUSE of the success we were having on Facebook and… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @maggielmcg OMG! Now I”m mad at myself for not including that very salient point in the blog post. YES! You still need content to post! You so smart.

thefaxgirl
4 years 3 months ago

 @ginidietrich I thought the same thing! “Where do they get content to post on FB or Twitter without a blog?” This article was timed perfectly, as I needed a push to really invest more time on our blog. Thanks Gini!

Anthony_Rodriguez
4 years 3 months ago

 @maggielmcg I was thinking that same thing. If your not creating the content yourself then you are probably sending people to places other than your business to keep people interested in your Twitter or Facebook stream. And wouldn’t you rather people coming back to your business than to someone elses?

ginidietrich
ginidietrich
4 years 3 months ago

@djenningspr Yeah!

ginidietrich
ginidietrich
4 years 3 months ago

@mindywithrow Definitely do not sell!

mindywithrow
mindywithrow
4 years 3 months ago

@ginidietrich JUST had conversation about that. So many want to treat blogs as press rooms or sales pitches. Platform confusion/fatigue.

ginidietrich
ginidietrich
4 years 3 months ago

@mindywithrow It’s so frustrating!

mindywithrow
mindywithrow
4 years 3 months ago

@ginidietrich Extremely! But now I’m going to cite your article as backup. :o)

ginidietrich
ginidietrich
4 years 3 months ago

@mindywithrow If you need me to break some knees, let me know!

mindywithrow
mindywithrow
4 years 3 months ago

@ginidietrich Ha. Thanks for the offer!

Communic8nHowe
Communic8nHowe
4 years 3 months ago

Bang on Gini! If blogs by businesses and nonprofits are failing or declining, it’s not because the medium is faulty. It’s because they don’t understand how or why to blog. Likely they don’t really understand how social media is different from traditional forms of communication that emphasized pushing information out rather than having a dialogue. When I see an organization’s blog too often it doesn’t say anything and what it does say is in the official corporate voice. They play it safe rather than saying something that people want to read and comment on.
 
Blogging is dead! Long live blogging!

ginidietrich
ginidietrich
4 years 3 months ago

 @Communic8nHowe I just had a friend ask me if it’s OK to post a news release, verbatim, on your blog. After I picked myself up off the floor from laughing, I was able to talk to her about why that’s such a bad idea. But the problem is she lost the battle internally and they made her post it anyway. THAT is a huge problem. 

MarketingAshlie
MarketingAshlie
4 years 3 months ago

I could not agree more.  You hit the nail on the head with “So, I see. Based on Wall Street and fast-growth companies, blogging is down, and now it’s time to claim the whole blogosphere is dead.”  And thanks for the chuckles. 
 
My coworker wrote a very similar post about the same article you might appreciate. http://www.919marketing.com/blog/digital-marketing/6-things-that-will-cause-your-blog-to-fail/
 
Blogging is effective. Blogging drives leads. Blogging is often the centerpiece of a masterful, integrated, long-term social media strategy. Evaluating the success of a blog after 1 month or even 12 months is like a dieter stepping on the scale hourly to check results. 

ginidietrich
ginidietrich
4 years 3 months ago

 @MarketingAshlie LOL! That is such a GREAT analogy! Now I know why I weigh the same every hour. Shucks.

CoolGuyGreg
CoolGuyGreg
4 years 3 months ago

@bobWP Not trying hard enough. My wife is still making money on her blog.

bobWP
bobWP
4 years 3 months ago

@CoolGuyGreg : )

DebbyBruck
DebbyBruck
4 years 3 months ago

Reading the statistics helps make the point about the Internet’s impact on business. Those that can will, those that can’t won’t. ‏ edjofrank 

ginidietrich
ginidietrich
4 years 3 months ago

 @DebbyBruck  edjofrank That whole leading the horse to water thing, I guess.

rjfrasca
rjfrasca
4 years 3 months ago

@dreamingnyc Thanks for the RT. That was a great article, wasn’t it? I totally agree – companies not blogging are simply lazy

ClayMorgan
4 years 3 months ago
I have a few thoughts on this topic.   First, quality blogging is tough. Developing original, engaging content takes real work and a real, honest-to-goodness investment. Folks don’t realize it until they do it.   Some of the best blogs out there are hobbyist blogs. I’m a stamp collector and a friend has a stamp collecting blog. It appeals to a specialized audience. The blog is developed with the intense level of interest and passion of a guy who wants to share his stamp collection with the world…or at least the world of stamp collectors. His traffic and the level… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @ClayMorgan While I don’t disagree with any of this, you really proved my point. Blogging is not dead. It’s just dead among Fortune 500 companies that abandoned their blogs before they were effective. There was a big conversation here last week about the difference between ROI and results. From my perspective, if every single piece of your marketing program isn’t measured to business results, you aren’t doing your job. Blogging is one part of a bigger program…and it most certainly is not dead.

rjfrasca
rjfrasca
4 years 3 months ago

I love this article Gini, and couldn’t agree more. Companies not blogging are simply being lazy and will at some point inevitably start (or return to) blogging when they figure that out.

ginidietrich
ginidietrich
4 years 3 months ago

 @rjfrasca It’s really hard work to blog. We tell clients that all the time. I actually had this conversation last week and the CEO said, “Well, I don’t have to do the work!” It was funny, but he’s right. His marketing people have to do it. And they have to be accountable to driving results from it. It’s not an easy job.

Mark_Harai
4 years 3 months ago
Hi miss Gini,   Facebook? Twitter? Other social networks? In order to participate on any social platform, which includes a blog, it takes effort, thoughtfulness, human resource and a voice.   The only difference between a blog and other social networks is you OWN and CONTROL your blog, whereas all of the content (articles, opinions, etc.) you distribute on other social networks does not belong to you and all of that work and participation is building value for someone else’s brand/ company.   The only excuse for most corporations to not have a blog is their unwillingness to embrace new… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @Mark_Harai I agree with your opinion. I just returned from a meeting where this was the topic of conversation. The older generation doesn’t want to blog; the younger generation does. They can’t agree on what content is included. So nothing gets done. And it’s a crying shame.

HowieSPM
4 years 3 months ago

 @ginidietrich  @Mark_Harai you have way to many meetings Gini

Mark_Harai
4 years 3 months ago

 @HowieSPM  @ginidietrich Haha! 

doogsatx
doogsatx
4 years 3 months ago

@skypulsemedia @ginidietrich agreed 100%. Good content takes time, effort and/or $$$. Many co’s try to do it on the cheap and fail

skypulsemedia
skypulsemedia
4 years 3 months ago

@doogsatx @ginidietrich no companies try to do marketing work on the cheap right @luckthelady

Faryna
4 years 3 months ago
You’re on top of this, Gini.   Five years from now, there will be a whole lot of SSOFs about what a blog/online community can do to launch a business or make it great and sustainable. [grin] Digital Darwinism at work here…   The web savvy will continue to reap the competitive advantages and flourish as they have since before McKinseyites Hagel and Armstrong wrote Net Gain.   As others have pointed out in the comments here, nothing is easy. Building a community is not a quick and dirty job. It’s a commitment. It requires investment, strategy, and the talent… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @Faryna It’s like anything else, right? You can’t build relationships offline without some effort. It’s the same thing online…yet we seem to think there is a silver bullet and, when it does happen right away, we get frustrated and walk away from it.

HowieSPM
4 years 3 months ago

 @ginidietrich  @Faryna I make life long relationships just walking down the street. I am like a magnet.

ginidietrich
ginidietrich
4 years 3 months ago

 @HowieSPM  Of course you do.

yyccommunicator
yyccommunicator
4 years 3 months ago

@ginidietrich GREAT piece…as always!

ginidietrich
ginidietrich
4 years 3 months ago

@yyccommunicator Thank you!

JaroG4
JaroG4
4 years 3 months ago

@sacevero People really believe that? Im surprised, how is that true? Dont brands still try 2 reach bloggers more than traditional press?

sacevero
sacevero
4 years 3 months ago

@JaroG4 Exactly – influential bloggers and SM influencers. The question is for brands who don’t see the value in blogging themselves ….

sacevero
sacevero
4 years 3 months ago

@JaroG4 …blogging is the one of the best ways for brands to tell their story!

JaroG4
JaroG4
4 years 3 months ago

@sacevero yea. I mean the whole human component of brand &consumer lives in the blog. Without it 2day brands would be voices w/o amplifiers

econwriter5
4 years 3 months ago

What do blogging and newspaper have in common? The death knell has sounded yet they continue to live on.

KenMueller
4 years 3 months ago

 @econwriter5 Except for the fact that newspapers are, in fact, disappearing. The rate at which their readership/subscriber rate is declining, and the rate at which they are shutting down, is staggering. Only one major daily paper has increased in circulation (Wall Street Journal) while others are dropping, some in double digit percentages. The NY Times is even seeing declines around 8% each year in recent years.  
 
I think the death knell has truly sounded for newspapers as we know them.

econwriter5
4 years 3 months ago

 @KenMueller Exactly. The death knell for newspapers, for print, sounded before I was a J-major as an undergrad. Yet they are still clinging to life. They’ll die out, eventually, but it will be a slow death. Print media is scrambling to find ways to generate revenue now that it is cheaper, and often better, to serve ads online.
 
Blogging doesn’t have that problem. I agree it’s more laziness than revenue.

ginidietrich
ginidietrich
4 years 3 months ago

 @econwriter5 And I just read an article today that claims the Internet is dead.

Erin F.
4 years 3 months ago

 @ginidietrich  @econwriter5 Well, that’s funny. It seems like it’s alive and kicking.

ginidietrich
ginidietrich
4 years 3 months ago

 @Erin F.  @econwriter5 Kind of what I thought, too!

kmueller62
kmueller62
4 years 3 months ago

@SSTunic @ginidietrich some will, some won’t

SSTunic
SSTunic
4 years 3 months ago

@kmueller62 Yeah, fair point. But the longer blogging produces results & people more consume online, it’ll get harder to resist , imho

trackback
4 years 3 months ago

[…] morning, Gini took on the question of blogging and business. The premise: Is blogging dead or are businesses not trying hard enough. The (open-ended) answer: […]

TheJackB
4 years 3 months ago

Blog or cold call? Hmm…decisions, decisions.

ginidietrich
ginidietrich
4 years 3 months ago

 @TheJackB Right?!?

Robb_Wexler
Robb_Wexler
4 years 3 months ago

@cision @ginidietrich @SpinSucks Honestly? Most companies have precious few people who actually KNOW how to write.

ginidietrich
ginidietrich
4 years 3 months ago

@Robb_Wexler Very true…that’s why I like video

JoelFortner
4 years 3 months ago
My observation is this just part of a larger trend.  Businesses excitedly jump on social, blogging and so on, get no noticeable results, lose excitement and eject.  A key reason is you’re last sentence. They don’t do it “right,” and I’ll add view it right.  We can’t pressure individual ideas or tactics to seal the deal with target audiences, and I believe that’s what so many people expect.  And it’s why they’re left disappointed.  It’s hard to create effective, sustainable marketing funnels.  It’s hard to create repeatable ways to generate leads. It’s hard to delegate your marketing to an effective process so you can do… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @JoelFortner And it’s hard to do everything you’ve said without an integrated program to lead them.

JohnFalchetto
JohnFalchetto
4 years 3 months ago

@CraigMcBreen What do u mean do not sell?

CraigMcBreen
CraigMcBreen
4 years 3 months ago

@JohnFalchetto Hi John. I interpreted it to mean posts that are too self-promotional. Content that only talks about how great the co is.

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[…] you have seen the many studies, articles and posts (see Gini’s take) — including a couple on this blog — over the past few months about corporate […]

jpeters1221
4 years 3 months ago

Honestly, I find that when most people don’t see immediate results, they tend to scale back and/or stop blogging all together. I also find that a lot of brands/companies/people who decide to utilize a blog…forget that they need content to put on that blog (and that it has to be interesting/relevant). 
 
Dead? Hardly. Just not used effectively all the time.

ginidietrich
ginidietrich
4 years 3 months ago

 @jpeters1221 Right…because they want a magic recipe that makes them a lot of money overnight. The trouble with that, though, is it doesn’t exist.

bdorman264
4 years 3 months ago
Just my luck; just about the time I get the hang of this thing, that damn horse dies right out from under me…….I have a face for blogging though, so I hope it sticks around.   Where I have fallen woefully short is not supporting @LanierUpshaw’s blog enough. You would think my tired ass could at least do one post a month, right? I keep telling myself I will do a better job, but it’s kind of hard to support them when it’s all about me, huh? I don’t want them horning in on my popularity……..sheeesh………   One thing I… Read more »
Erin F.
4 years 3 months ago

 @bdorman264 How are you deciding on topics for the Lanier Upshaw blog? I know with that sort of thing I find it helpful to decide on a monthly topic. That’s my two cents…Feel free to throw them into the nearest pond or fountain. 🙂

bdorman264
4 years 3 months ago
 @Erin F. Because insurance can be so convoluted and mysterious at times, I’m always interested to convey a message but keeping it simple so the average joe can understand what the heck we are talking about.    However, being a full lines agency and a with multitude of ‘threats’ to profitability for businesses; making the right hires for employee benefits; and proper insurance for all your toys, we have plenty of topics ‘we’ can touch on. My specialty is commercial property, liability, workers comp, cars, trucks but I ‘know’ stuff and can ‘personalize’ a message.   My next post will be… Read more »
HowieSPM
4 years 3 months ago

 @bdorman264  @Erin F. and Insurance blog? Well I am going to create a Re-Insurance blog to insurance your poor judgement in insuring things like BP oil wells and the Rays against not making the playoffs.

Erin F.
4 years 3 months ago

 @bdorman264 I worked with an insurance broker for a while – as her blogger and e-letter person – so I have some idea of the range of topics. 🙂 We sometimes tried to tie the topic into something having to do with the month. My favorite post was the one I wrote about life insurance for February. I played off the whole love languages thing.

Erin F.
4 years 3 months ago

 @HowieSPM Haha! @bdorman264

bdorman264
4 years 3 months ago

 @HowieSPM  @Erin F. Dude, I’m in sales, not re-insurance. If BP thought they were paying too much for their insurance before, just wait until they see the invoice for their renewal………….:). 

bdorman264
4 years 3 months ago

 @Erin F. We do have monthly ‘themes,’ but I can typically pop something in whenever I want to. I just need to take the time to do it….

Erin F.
4 years 3 months ago

 @bdorman264 Ha! It sounds as though some sort of schedule or accountability partner is in your future. 🙂
 
Do you know Mike Vardy’s blog? He had a recent post about “time chunking.” I like his phrasing for the concept.

bdorman264
4 years 3 months ago

 @Erin F. I do have an accountability partner; but it’s more production related and not writing, maybe I’ll get them to keep me on task with the writing for the LUI blog……

Erin F.
4 years 3 months ago

 @bdorman264 There you go. A multi-purpose accountability partner.

ginidietrich
ginidietrich
4 years 3 months ago

 @bdorman264 You kill me! LOL! 
 
So why is it you can write for your blog, but not the business one?

HowieSPM
4 years 3 months ago

 @ginidietrich  @bdorman264 imagine having to suppress Bill’s wit and self depreciating I mean deprecating humor for a blog. Seriously do you know what accountants find exciting? insurance.

bdorman264
4 years 3 months ago

 @HowieSPM  @ginidietrich I make insurance sexy….:)

bdorman264
4 years 3 months ago
 @ginidietrich Because it takes all my creative efforts, just to post twice a week. That’s why I have such a difficult time even doing a guest post, which is somewhat akin to me writing for our corporate blog.   It’s really a matter of commitment and priorities. With my blog, I know no heavy lifting is required and I don’t have to give it too much thought. With the crop blog I have to pay attention a little bit more.   HOWEVER, and don’t cast it in stone yet, but there is a good chance I will be over at the… Read more »
NancyCawleyJean
NancyCawleyJean
4 years 3 months ago

@hollisthomases Couldn’t agree more! And now if I can just focus on doing some posts of my own. LOL! Thanks for the RT!

rdopping
rdopping
4 years 3 months ago

Mmmmm……blogging. An introverted extroverts dream. I would think the biggest issue corps would have is the almighty acronym…..ROI. Gasp!

Guess that’s the stats you cited. Ahem, 77% is more than a passing grade to me. I have no idea. I’m still just a spec on the wall of the big bad blog world.

Scary stats tho.

ginidietrich
ginidietrich
4 years 3 months ago

 @rdopping I also see you’re hanging out around here today! And you’re right…the mighty ROI. No one knows how to measure this stuff. It kind of makes me nuts.

rdopping
rdopping
4 years 3 months ago

Yeah, I love it here. Soooooooo, much interesting stuff. Mitch Joel was wrong. IT IS fun to comment and engage…….

ginidietrich
ginidietrich
4 years 3 months ago

 @rdopping LOL!!! I’m printing this and handing it to him when I see him tomorrow.

rdopping
rdopping
4 years 3 months ago

Cool! Tickle his bald head for me (I don’t know the man).

David Burn
David Burn
4 years 3 months ago

 @rdopping ROI is precisely the issue for most companies. Well made blogs do work, but they work very slowly. I’ve been at it a long time, and I pick up a lead here and there, but there are much more effective channels for lead generation. For instance, if I go to a cocktail party, I’m more likely to make a connection that generates work for me. No joke. 
 
I recently wrote a piece about the ROI of blogging and why I am laying off AdPulp at this time, and focusing more on my company’s blog instead. 
 
http://bonehook.com/2012/04/17/blogging-isnt-poetry-its-a-means-to-an-end/

rdopping
rdopping
4 years 3 months ago

 @David Burn You make some excellent points. I haven’t been at blogging for more than a year so I don’t consider myself qualified to comment but I can say this. I have been in the A+D business for 20yrs and it is quite clear to me that building relations opens doors.
 
Is that not what THIS is all about?

Julie | A Clear Sign
4 years 3 months ago

It crosses my mind that those companies should outsource their blogging to actual bloggers who know how to do it, and then run with the leads.

wabbitoid
4 years 3 months ago

 @Julie | A Clear Sign Yuppers.  I do it for cheap, too.  🙂

ginidietrich
ginidietrich
4 years 3 months ago

 @Julie | A Clear Sign There are definitely pros and cons to that, as well. Not in the company’s voice, who manages the community, etc. But I have no qualms writing blog posts for clients IF they approve them and add their own voice.

Julie | A Clear Sign
4 years 3 months ago

 @ginidietrich I am going to do it on my husband’s company website – interview him and get his thoughts and simply do the writing for him.  He is a contractor and I am not – but I do hope it will create engagement and give him something important that he doesn’t currently have.  Of course, I have easy access to him so I can bug him for all of the right answers, so it’s not quite the same thing 🙂  I understand what you are saying about ownership and engagement in their own voice.

wabbitoid
4 years 3 months ago
Blogging has to be done well to be effective, and that information is severely lacking.  My gig (well, the best paying of the gigs I get) revolves around teaching people how to be as effective as possible with their time.  My biggest problem is the deep and wide culture of mis-information about what blogging is all about and how to use social media.  Most of my time is spent dispelling nonsense.     The problem is that a lot of charlatans have polluted the field and convinced people that the social media / blogging world is narcissistic crap that takes… Read more »
Faryna
4 years 3 months ago

 @wabbitoid I agree social is like a bazaar. You get all kinds. And the wild-eyed, fortune tellers tend to attract the lionshare of attention with their mumbo jumbo.

ginidietrich
ginidietrich
4 years 3 months ago

 @wabbitoid I agree with you about all the noise and people talking about stuff they don’t really know. BUT. It takes an inordinate amount of time to keep this blog going. I personally spend 10-15 hours a week on it and Lisa probably spend 20-25 hours. It’s a full-time job. It’s naive to think it doesn’t take a lot of time.

wabbitoid
4 years 3 months ago
Here’s another view:   Spent a lot of this evening talking with someone on twitter on “mommy bloggers” after a local scandal (really bizarre stuff).  I asked who actually reads these blogs, and the response was that it’s mostly other bloggers trying to get themselves notices via comments so that people will visit them, etc.  So the contention is that most blogging is nothing more than a sub-culture.   This makes sense to me, in large part because I never (and I do mean never) cross paths with any of the bloggers who talk about their personal lives (mommy or… Read more »
Faryna
4 years 3 months ago

 @wabbitoid I enjoy your quips, Wabbitoid. I don’t always agree, but I do enjoy them. Cheers!

ginidietrich
ginidietrich
4 years 3 months ago

 @wabbitoid It’s definitely a subculture here in the comments. Everyone has personal jokes with one another, which I love. But comments account for less than one percent of our readers. We gain not only credibility and awareness from blogging, but also new clients.

TheJackB
4 years 3 months ago

 @wabbitoid You cross paths all the time with people who talk about their personal lives. You probably just aren’t aware of it.

Faryna
4 years 3 months ago
ROI is such a lovely word. But sometimes, quite deceptive. Especially when it’s used as a platitude. [grin]   I have observed that the ROI of traditional paid advertising and marketing campaigns can be equally (or more) difficult to prove than paid and earned online campaigns. Sometimes, it depends on the business or industry. Sometimes, location or region.   There are ten thousand platitudes and then there are results.   There’s no better bon mot than, I have seen with my own eyes. I’m sure you have too.   My favorite anecdote is 100s of millions of dollars spent on… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

 @Faryna That’s the biggest thing that bugs me about the ROI discussion. It’s now SO MUCH easier to measure our efforts, yet everyone claims it can’t be done. I think that’s just pure laziness. It can be done. And it’s not hard.

ChrisBradley
4 years 3 months ago

Nice post @ginidietrich ! Keeping content flowing is tough, but new tools and new tactics like curation are making it easier to stay relevant and informative, even on those occasions when ideas or time are running short. I think the bogosphere is definitely evolving with more migration to what you could call social blogging.
 

ginidietrich
ginidietrich
4 years 3 months ago

 @ChrisBradley Really great point about curation. If balanced with original content, it works really well.

Tinu
4 years 3 months ago

I’m not as consistent about my blogging as I could be. But I would never eliminate it from my strategy. That sounds insane to me. Whenever someone says “I closed my blog and I’m relying on Facebook, and Twitter instead.” I hear “I closed my own store and hope that Walmart and Amazon will move my product and services for me.”   

ginidietrich
ginidietrich
4 years 3 months ago

 @Tinu HA! Great analogy!!

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[…] Improve Landing Page Conversions Gini Dietrich | Email | No Comments We talked yesterday about whether or not blogging is dead and, in the comments, there was a good discussion about the big scary […]

CesLSU
CesLSU
4 years 3 months ago

Great and timely post.   After re-branding my company, I have started blogging over the last two months.  I am definitely trying to put up great content and not sell.   Mainly using a “case study” approach and providing food for thought.   And, you are correct, it is difficult to continuously post great content.   Insurance is not a sexy topic, but I’m trying!  🙂   Thanks Gini!

ginidietrich
ginidietrich
4 years 3 months ago

 @CesLSU AND you’re commenting, too! I’m so proud!!

CesLSU
CesLSU
4 years 3 months ago

 @ginidietrich You know I love your material!  You are in my circle of trust!

Andrea H. | The Hypnotism Weekly
“It’s hard to generate good content even once a week” yet gurus teach to blog once or more a day everyday, probably because they want to kill the competition. Btw adding to that numbers the blogs opened everywhere in the world just to make money (which they don’t) explains first why there are so many and second why so many close. So it’s not always bad that many blogs close their doors.   Then for the theory that blogging is dead could be just a move to push FB, Twitter or Tumblr or where most of those “make money blogging” guys have… Read more »
Faryna
Faryna
4 years 3 months ago

RT @Soulati Is Blogging Dead or Are Companies Not Trying Hard Enough? http://t.co/JIPOavlR via @ginidietrich

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[…] As both the Digett blog manager (read: she-beast) and owner of a personal blog, I understand the time blogging takes and the stress it can cause. But the results are worth it, and sometimes you just have to suck it up and try harder. […]

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[…] to Gini Dietrich at Spinsucks, "Hubspot recently took a look at how blogging affects leads. They found, for companies that […]

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