Forrester Says B2B Blogs are Boring
IT Business Edge blogger Ann All asks in a recent post, “Can B2B blogs be businesslike without being boring?“
She cites research from Forrester that states that “53 percent of business-to-business companies say blogging has had marginal significance or is downright irrelevant to their marketing strategies.” Reports All:
Forrester implies the fault may lie with companies themselves, using words like “dull” and “drab” to describe B2B blogs. Among the knocks against B2B blogs noted by Forrester: not enough personality in posts, an irregular posting schedule, and bloggers who just don’t stick with it. Fifty-six percent of such blogs feature mostly press releases or other well-known news, giving folks little incentive to read them.
She also states that she personally doesn’t want to read business blogs that include too much personal information about the blogger such as hobbies, pets, or their personal lives.
However, the one benefit of blogging is that one does have the freedom to be more conversational. I agree that one should not post all of one’s personal life in a business blog; however, when clients call, many will ask how my son is doing or if I enjoyed my vacation.
I think a business blog can serve the same type of purpose. The personal info is what makes reading blog posts so interesting. For example, Google’s Matt Cutts will often insert personal bits into his blog. Of course, he also posts a ton of quality content, so I don’t mind the pictures of cats. 
What do you think? Should B2B blogs be all business and little pleasure?
(PS to Ann All — Your business blog is great — well written and interesting. I also subscribed to it.)
July 14th, 2008 at 12:23 am
A little personality goes a long way on a business blog, and I think – as with most things in engagement marketing – it’s all in the telling. Whining is always bad.
I believe the reason so many corporate blogs fail is because they lack personality and any semblance of original (and potentially risky) thought.
They’re simply another pipeline for corporatespeak, which isn’t their best use.
July 14th, 2008 at 11:27 am
Hey Tom, nice to see you. I agree with your point about corporatespeak. The same can be said of B2B marketing materials and Websites, too.
July 15th, 2008 at 1:28 pm
The whole rewiring of media via social media is to refocus on interesting content as well as comptetent information and distribution. Of course B2B blogs must be interesting–anything looking to spread information must be interesting these days.
People are attracted to good content (thus the importance of product placement in sitcoms and TV shows). Just as ads must be worthy of going viral, business bloggers should make sure that they offer not only useful and relevant content but also fun and insightful content that people want to read and remember.
July 18th, 2008 at 4:48 pm
First, Forrester can be pretty boring…and yes, b2b blogs can be too serious, but I rarely visit the boring corp. blogs Forrester is probably referring to…
For the most part, the b2b blogs I visit are written by folks capable of telling a story that combines business lessons with personal experience — the very best use metaphors and images to make their points absolutely clear and entertaining.
July 18th, 2008 at 7:35 pm
John, Do you have examples of interesting B2B blogs that you’d like to share?
July 29th, 2008 at 6:34 pm
We have a Marketing WTF? section to keep things from getting stale. Check out http://www.theb2blead.com – best viewed by those with a sense of humor.
July 31st, 2008 at 10:42 am
Leigh Anne — Thank you! Fun blog!
October 21st, 2008 at 2:54 am
When business blog add personal information. It’s become not focusing on what they really want to generate leads or branding. However, most of the personality blog look more successful compare to business blog. I found trump blog provide a good personality blogging feel but still have a corporate feel.