The Top 5 Corporate Blogging Mistakes—and How to Avoid Them

Corporate Blog Tip #5: Calls to Action

The greatest values that your blogs can bring to your organization are new customers and prospects. Conversations and comments will come, but this is content you can't control and it's difficult to gauge whether it drives the organization forward. What many business bloggers forget is that the goal is a relationship and there are countless ways to establish relationships (telephone, face to face, e-mail, sales transactions). Every blog in your system is an opportunity to take a searcher to the next step in forming a potential relationship. The primary goal of a marketing department is to treat each blog as an "organic landing page" and continually work to improve conversion. Who knows what a 'comment' is worth, but everyone should know what a conversion is worth and that is where the focus needs to be.

Chris Baggott (chris@compendiumblogware.com) is CEO/cofounder of Indianapolis-based Compendium Blogware.