Can boring blog posts be good for business? Yes!

With all the pressure for each blog post to be brilliant to increase Web traffic, I loved the case study about this business blog because the posts were the most boring things I had ever seen!  However, they were not boring to the target market, which is the whole point.

Newsflash: Aprilaire increases Web traffic by 1000 percent!!

This post from Jason Falls at Social Media Explorer features a straightforward case study about how a corporate blog for Aprilaire, a company that makes home humidifier equipment, increased Web traffic by 1,000 percent! The most interesting thing about the blog’s success is the spectacular boring-ness of the content (sorry Aprilaire!).

It looks like this:

But it’s so boring…how can this happen?

The blog is just a Q&A between customers and Aprilaire customer service.  However boring it may be to me, though, it’s not boring at all to potential customers.  It’s actually a pretty brilliant strategy to attract potential customers who are considering home humidifiers and are searching Google with the keywords and questions that are spelled out exactly in Aprilaire’s blog.

The secret: it’s not boring to the people searching for it

Fall says that the analytics reflect this, with 80 percent of the new visitors finding the site through searches.  Barely anyone leaves comments on the posts, there is no dialog, but is the site seeing an increase in traffic?

Definitely.

Cool illustration that boring content CAN be good for business if you answer customer questions and can pinpoint the keywords they are using to find products and services like yours.