So I was researching blogs on the weekend. I typed \u201cTop blogs in Canada\u201d into my browser and clicked on the first link that came up. Instantly, a big red box and a flashing \u201cWarning!\u201d from my anti-virus program popped onto the screen. Then it actually started beeping at me. \u201cThis site is designed to steal your credit card information!\u201d the box said. \u201cIt will compromise your computer and any network you are connected to!\u201d it continued.<\/p>\n
Wow.<\/p>\n
I don\u2019t know about you, but I\u2019m never sure what to do in situations like that. It seemed to me that there were three possibilities:<\/p>\n
So I just closed the browser entirely. I was temped to tip-toe slowly, walking backwards, out of the room at that point, but that seemed a little silly. I ran my anti-virus security program, and it didn\u2019t find any problems. Okay. I guess I dodged the bullet. (This time.)<\/p>\n
But, after that little adventure, back to the blogs. I find it pretty hard to believe myself, but this is my 60th blog and we\u2019re wrapping up our first five years of blogging about all the things we deal with in the benefits management business. (Here\u2019s a link to all 59 back issues.)<\/a><\/p>\n What I really wanted to find out was, basically, how are we doing? Our IT people tell me our numbers are pretty good, and Constant Contact, the distribution service we use, is always sending us \u201csuperior performer\u201d awards for open-rates and click-throughs. But, honestly now, do they say that to all their clients?<\/p>\n Once I got past that virus-infested site, I found out that there are about 18 million blogs in North America, that most of them come and go pretty quickly, and that few have open rates above single digits. A handful of celebrity sites are really big, of course. (Yep, Justin Bieber is still killin\u2019 it.)<\/p>\n But what about serious sites and the kind of B2B we do? Constant Contact had the numbers<\/a> there, broken down by industry, listing open-rates and click-throughs for comparison. (Open-rate is the number of people who open the e-mail, and click-through is how many read the article.)<\/p>\n It seems the average open-rate is about 16% and the average click-through is about 7.5%. Interesting. And, at the risk of blowing my own horn, I\u2019m happy to say our open-rate averages over 40%. The most popular one we\u2019ve done recently was on Personal Emergency Leave,<\/a> which had a 47% open-rate and 33% click-through. A couple of blogs we did on marijuana and another one on sleep in the last few months also got really good numbers.<\/p>\n Last month\u2019s blog on workplace drug policies got republished in Small Biz Advisor<\/a> and Benefits Canada Magazine.<\/a> (Okay, I admit it, I am blowing my own horn.)<\/p>\n We always track the numbers, and I get a fair amount of feedback from people, especially when I talk to them one-on-one. And here\u2019s just a few things I\u2019ve learned about blogging so far:<\/p>\n I actually had a lot of fun reading about blogs, and \u2013 if you\u2019re interested \u2013 there are a couple of sites I found that I thought were really helpful and to the point: 20 Killer Facts about business blogging<\/a> and 5 Simple strategies to improve your blog email open rates.<\/a><\/p>\n So, okay, back to business. The legislative changes just keep coming. Did you know that Ontario workplaces are probably going to have to develop mental health policies pretty soon? That\u2019s what the next blog in January is going to be about.<\/p>\n Fortunately, we do get a break in between, and a time to focus on family and friends and all the things we are so very thankful for. From all of us to you and yours, I truly hope you have a safe, happy and healthy Holiday Season. I look forward to working with you in 2018, and I wish you a successful and fulfilling New Year.<\/p>\n\n