Drinking The Kool-Aid - But Not Catching a Buzz

On Friday, Copyranter did me the kindness of linking to a story here at Where’s My Jetpack? (Good for a huge spike in traffic, with that link being the leading source of traffic over the weekend – and likely through this week.) In the comments section of that post, I thanked him, as did Mr. William Green of Make the Logo Bigger. Bill pointed out that Copyranter “ranks higher than me on every blog ranking list he doesn’t want to be on.”

Copyranter has no labels, no Technorati tags, no digg icons and he doesn’t Twitter. He’s not asking you to Stumble Upon him or mark him as del.icio.us. There’s no way for you to email his stories to your friends from his site. He steadfastly refuses to keep a blog roll, even though he’s known to make the rounds as a commenter here and there. The most he offers his visitors is a Feedburner link.

So what makes Copyranter’s blog have a Technorati ranking of 14,117 and an Authority of 297? (Those numbers, for those of us who watch them, are mockingly higher than many blogs with every social media icon known to man cluttering up the end of every post.)

Say it with me, class…CONTENT.

That’s not to diminish the value of all those social media tags and widgets, and if Copyranter were to employ them, he could probably write a book, sell it online, and retire in wealth and peace, free to toss the Plastic Flatball™ with his girlfriend in the park. But any book he wrote would only be a bestseller because of its content.

Content is still king. For all the attempts by some to make their blogs rack up huge traffic numbers and links from other blogs, it’s surprising how many of them have so few comments under the posts. Why? Likely nobody cares about what was written.

I’ve had the opportunity to help clients set up blogs, and I know many of you are engaging in the same practice. But I honestly fear for the livelihood of those blogs. Few are participating in them at best. And no one’s reading them at worst. Maybe it’s a lack of transparency. Maybe it’s already a backlash on the part of the audience, small though it is. It is easy to distrust a corporate blog, unless that corporate blog is in some way compelling by its content.

You hired a new employee? Woo-hoo! You’re speaking at a conference? Yay you! You landed a new piece of business? Awesome. You'd be better off to save that news for your Sunday afternoon call to your mom, so you can hear her say, "We're so proud of you." Or issue a press release no one is going to read.

I want you to tell me something new, something refreshing, something newsworthy or something funny. I want you to be an authority. I want you to have an opinion. I want to see you push the bounds of corporate communications and tell me how you, as the high-powered and well-known CEO of Acme, Inc., think the San Diego Chargers made a HUGE mistake in firing Marty Schottenheimer. (You do have a personal life. Your customers and prospects can benefit from seeing your humanity.) I want you to throw open the curtain and say, “People are complaining about our new rollout, Product X. Some have outright called it 'a piece of shit.' We’re working to resolve some of the obvious problems, but I invite those people who are dissatisfied to please comment here on my blog and see if together we can resolve your issues.”

Another problem with corporate blogs is frequency. If you’re posting once a week or less, just quit now. You need to keep it up. And get out there and comment on other blogs if you ever hope to see a visitor who didn’t just find you by accident. And by all means, do not engage in fake conversations with yourself, commenting anonymously on your own blog just so you can have some comments.

The Age of Conversation is very real, and I’ve made virtual friends (even met one) out here within this Series of Tubes. I’ve found voices and opinions I love to listen to and converse with in the year this blog has been active. The blog is a powerful and fun tool. (I’m not talking about MySpace, Facebook or Second Life yet. That’s a whole different post.)

Blogging isn’t going anywhere, but it has yet to be tapped effectively by those who seek to make it a means of “engaging the consumer.”