Marketing and corporate blogging are the gifts that keep on giving. If you want to see people who are great at sounding really smart but not actually saying anything of value, go check out corporate blogs that talk about Big Data, Machine Learning, Artificial Intelligence, or any of your other favorite modern buzzwords. You’ll find that for the most part these blog posts are written because the company feels the need to be seen as a “leading expert” or ensuring they have appropriate mentions for the most popular search terms.
To someone who isn’t an expert in a subject, it’s easy for these buzzwords heavy, filler posts to look and sound great. Having a corporate blog filled with posts on topics that a potential client will come across is certainly a smart business move. But there are two types of these companies: 1) those that simply spout talking points to sound smart and 2) those actually trying to educate you.
I always fall into the education camp. There’s no value in writing that isn’t intended to inform. The best marketing in the world is where the company tries to educate first. Any company that seeks informed customers is usually one that has put the same level of intelligence into its solutions and products.
Which type of company would you prefer to purchase from?