Monday, April 23, 2012

Corporate blogging: one easy way to get better marketing intelligence

Please, please, for the love of god and country, use the “more tag.” It’s hard to believe that in this day and age, people are still making this mistake.

The “more” tag – which may have different names on different blogging platforms – is how you put a page break into your post. When you do this, the visitor will be able to see a summary or the first paragraph of your post on your blog’s home page and then have to click a link to read the whole thing. It just takes a click of the mouse to set this up for each post.

So, why should you do it?


1. It drives me nuts when you don’t: okay, this isn’t the best reason for you to change your corporate blogging behavior, but I can’t be alone. I’d rather scan headlines before clicking into what I want to see than scan entire articles to find what I want. And, to that end …

2. It’s easier for readers to see more of your content: for first-time visitors especially, scanning is easier when all they have to do is look at the headlines and first 100 words or so of each of your blog posts. This increases the odds that they’ll find something interesting and click through – the first step to a long-term relationship with your blog and your brand.

3. The intelligence you get is far better: if you run the entirety of each blog post on your blog’s home page, there’s little reason for me to click through, unless the reader decides to poke around and commits to your blog at a much higher level from the start. That’s a lot to ask. When you run the headlines and summaries on your blog’s home page, your readers have to click through to read the whole piece. That click indicates that a particular reader has read a particular post: this is sales intelligence that may speak to pain points or customer intentions. It’s useful. And, you don’t get it if the visitor doesn’t have to click the headline to read more.

4. It just looks nicer: it really does. I know, it’s just my opinion … but I don’t think I’m alone in this.

Here are some examples of what a blog looks like when you use the more tag (or some variation on this concept):


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Photo: shioshvili via Flickr

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