Result 3: Blogs from ICT companies are the best
I also investigated the differences between the 4 aforementioned branches. These have a clear 'winner' in the ICT branch. Especially at the level of the blog posts - the content - the ICT blogs score well with an 8.2. They provide personal and useful information and do so by addressing the reader directly.
ICT organisations also score best in terms of user-friendliness, but the differences with other sectors are not very large. And therefore not significant. A strong improvement in the user-friendliness of its blogs is therefore also recommended for the ICT sector. A small side note for this comparison is the number of variables (blogs) per sector. It is good to draw conclusions from a total of 40 blogs; that is somewhat more difficult based on 10 blogs.
Conclusion
The conclusion is that Dutch business bloggers are on the right track. They have already listened well to the experts in terms of content, now it seems to be a matter of getting a usability expert involved. Or getting started yourself, austria phone number list since tackling the current shortcomings does not necessarily require a lot of technical knowledge.
How to do it: KLM
Finally, an example of a good company blog: KLM's. KLM's blog actually meets all the requirements. A blog like this one convincingly contributes to the image that KLM wants to project and also gives the organization a clear human face.
KLM blog
The blog posts are very personal and they tell a 'nice' and perhaps also recognizable story. The emphasis is clearly on flight experiences and travel per se; there is absolutely no promotion or advertising. Readers are not pushed towards buying tickets, on the contrary. The strategy also seems to work well, because the blog has a fairly lively community, with many reactions per post.
But the KLM Blog is also user-friendly. The entire right column is a perfect example for other blogs. With an explanation about the blog, an invitation to guest blog or give feedback, mention of all social media accounts, a Twitter feed and a colophon. And at the bottom of the blog there are also widgets with recent posts and popular posts. Clear navigation, inviting to interaction and human. KLM is doing well.
Or company blogs that don't do well? And what do you think about the quality of the Dutch company blog in general? I'm curious!