In a headline that will shock none of our EXCELER8ion readers Jupiter research released a study yesterday about business blogging growth.
“(New York, NY, June 26, 2006) — JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, reveals that 35 percent of large companies plan to institute corporate Weblogs this year. Combined with the existing deployed base of 34 percent, nearly 70 percent of all site operators will have implemented corporate blogs by the end of 2006.”
What will businesses use their blogs for? As strong proponents for authentic word of mouth marketing this quote from Jupiter caught our attention.
“The new research finds that Weblogs are underused for generating word-of-mouth (WoM) marketing opportunities. Only 32 percent of marketing executives said they use corporate Weblogs to generate WoM around their company’s products or services.”
Interesting news but not the main story with business blogging as far as I’m concerned. The biggest obstacles for businesses deploying and maintaining their blogs will remain authentic, interesting content – period. Sound familiar? It’s a challenge that we, as bloggers, face every day. Hey, you may have already fallen asleep at your keyboard reading my post! Other chief factors that will drive us to boredom quicker than you can say ‘fuck this’ will be the well intentioned but cautious corporate blog policies that induce business blog anemia.
My prediction? Companies will revert to hiring independent blog content programmers who are part blog expert, copywriter, trainer, and editor (blogrammers?). OK, OK, so maybe blogrammers isn’t so hot. But what ever you call these people they’ll be the ones who can work comfortably in the vast grey area that IS blogging, using their web-sensibilities to take real company employee expertise and content and teach those same employees to be biz bloggers. The blogrammers will know what to say and how to say it, while leaving the subject matter expertise up to real company employees. With apologies to Bob Seger ‘what to leave in, what to leave out.’
Copywriters may go from being one of the most under paid and under appreciated creative talents to the new ‘it’ talent of this decade. At least Kyle Neath, of goodcopywriting.com would like my prediction. Here’s what he has to say on the subject.
“Companies spend great sums of money designing their websites each year in hopes of increased revenue and brand influence. Exclusive designers are contracted to create gorgeous interfaces. Vast numbers of engineers are hoarded to code scalable enterprise solutions. Marketers are called upon to create promotion roadmaps. But who’s writing the copy? If content is King, why is it treated like a second-class citizen?”