Blogging: a commentary on comments
There are a lot of myths and misconceptions about blogging (a key marketing tool) and one of them is the idea that the number of comments that a blog receives is an accurate measure of its success.
Don’t get me wrong, there are few things that make a business owner feel as warm and fuzzy as getting complimentary and/or insightful comments on their blog posts. But as much as that strokes the ego, the number of comments you get — or whether you get any at all — has little to do with how successful that post ends up being down the line.
The business objectives for a business blog typically are:
- to be an effective sales and marketing tool
- establish credibility as an expert in your field
- help develop content useful in non-blog-related marketing activities like social media, white papers and email newsletters
- aid in search engine optimization efforts
Each and every one of these goals can be achieved without getting a single comment on your blog. Ever.
So the next time you’re bummed that your last blog post didn’t generate a long line of praise or a pithy debate, keep sight of your goals and press on.