The answer is simple. Irrelevancy.

Self-serving blog posts (and other types of internally focused interactive content for that matter) do nothing to engage and inspire.

Now I’m not saying that corporate bloggers can’t talk about themselves at all; I’m simply saying that when they do talk about themselves or their products, they must do it in a way that’s real, transparent and relevant to their readers. Only then can they build relationship and boost credibility.

Read this AdWeek article for a recap of a Forrester Research study that found less than 20 percent of consumers trust corporate blogs, then share your thoughts here.

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