Technology | Media | Telecommunications

Thursday, March 11, 2010

Corporate Blog Loyal Reader Myth Exposed

Compendium announced results from its Corporate Blogging and Social Media Trends Survey. They gathered data from 266 companies about blogging traffic, visitor trends, and their business related Twitter usage.

The results counter the commonly held belief that business blogs have a core group of loyal readers. The study found that almost two-thirds of respondents reported more than 80 percent of all blog traffic was "first-time" visitors.

"As more traffic is being driven to corporate blogs through organic searches and more first-time visitors are landing on blogs, companies need to develop blog and social media content that is appropriate for this audience in order to be effective," said Chris Baggott, CEO and co-founder of Compendium.

Therefore, a keyword-optimized blogging and social media content strategy geared towards first-time visitors is a valuable tool for marketers to increase conversions.

Of the B-to-B companies surveyed, 64 percent of respondents said that between 61 and 100 percent of visitors were first-timers. First time visitors come from two major sources -- referring sites and search engines.

For companies selling to consumers, first-time blog traffic and traffic through search engines made up an even higher percentage of blog traffic, with almost three-quarters of the respondents reporting that 81-100 percent of blog traffic came from first time visitors and more than half indicating that 41 percent or more of traffic came through searches.

In addition to examining business blog trends, the survey also researched respondent's use of Twitter. Overall, less than half -- approximately 43 percent -- of the companies surveyed had established a Twitter account.

Twitter usage was highest among B-to-B companies with 87 percent maintaining an account.

To explore the topic of blogging and social media for the enterprise, Compendium has apparently created an Advisory Board of both social media and blogging expert practitioners.