Corporate Blogs Are Failing to Build Trust
Josh Bernoff, in his excellent Groundswell blog, recently posted about research conducted at Forrester regarding consumer’s trust in various communication channels and information sources.
The results: corporate blogs suck.
In fact just 16% of people said that they trust the information they read in corporate blogs. If you write a corporate blog then there’s a good chance that 84% of people think you might be telling porkies, or at least, stretching the truth a little.
Is it blogging’s fault or what we put in it?
So, is it the medium or the message?
Josh’s position is that it is the style of many corporate blogs that is to blame for the poor performance. Blogs dedicated to company news and products are seen as little more than glorified press releases. (Actually that’s probably a little unfair on press releases.)
So what to do?
Simple, stop blogging about your business and start blogging for your customers, prospects and assorted readers and visitors. Provide useful, informative, problem-solving content and people will start trusting you a little more.
Do it well and you might just crack the ‘trust Holy Grail’ – the 77% of people who trust recommendations they receive from people they know.
Trust me.
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