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July 13, 2005
This is a blog
Catalyst Group Design conducted a recent case study with the Well Spent blog on BusinessWeek. Catalyst used a focus group to see if they could navigate a blog and if they even knew they were viewing a blog. It's a negative on both accounts.
You can view the PDF here.
Of interest: Most readers didn't know they were on a blog because the word "blog" did not appear on the page. The group also didn't know how to use RSS; most looked for an email address box to subscribe.
It's important to understand that not everyone visiting your site will instinctively know that it's a blog. A company needs to have an "About Us" page that's different than its corporate Web site. It should explain the blog and its purpose.
It's also helpful to direct visitors to a FAQ page. Another good reference is a list of common blogging terms.
Companies should be talking to their consumers – and using a blog to do that when it makes sense. Here are a few of the newer ones joining in:
Backbone Media, started after their blogging survey.
and another IBM blog.
Posted by at July 13, 2005 03:15 PM
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