Do Blog Comments Offer Any Business Value?

For most bloggers, comments can be hit and miss affairs.

Often, we publish a post and think, “Damn, I nailed that one!” and then see little to zero comments afterward, and feel deflated.

Or, we can publish a quick post that we feel is almost like a throwaway, as opposed to the more thoughtful example above, and it gets hundreds of comments.

To be sure, the science of blog commenting can be anything but scientific!

However, content aside when it comes to attracting comments, there’s a key reason why we should be looking at comments more seriously, and that’s in the way they can be used to add business value.

Social Proof and Sponsorships

In recent years, the attraction of sponsored posts has resulted in a whole new industry, that of influencer bloggers.

In the past, this may have solely meant bloggers with huge online followings and “leading blogs” – you know, the ProBloggers and Copybloggers of the world.

Now, however, thanks in no small part to influencer platforms like InkyBee and Triberr, everyday bloggers can be influencers, as brands realize it’s less about the followers and more about the interaction.

Just this morning I noticed that Slack finally offers screen sharing within calls so I hit their blog. They are a glowing example of engaging with their customers in the comment section. It’s so straightforward… they leave no question unanswered.

From the comments

For example, a mommy blogger that has an engaged community in the comment section and a relevant target audience is far more attractive to a brand than a “celebrity blogger” who’s just doing it for the money, with zero brand affiliation.

To help identify these “micro-influencer” bloggers, influence platforms score blogs based on a variety of metrics,  which increasingly include an engagement score.

[clickToTweet tweet=”A healthy comment section can be a key metric for #brands looking to #sponsor #bloggers. ” quote=”A healthy comment section can be a key metric for brands looking to sponsor bloggers. “]

And you don’t even have to have hundreds of comments – just a vibrant conversation area, with discussions that enable sponsoring brands to truly learn about their customers.

Which leads us to the next point.

Comments as a Business Resource

When social media grew in popularity, it was lauded for its ability to connect customers to the brands they shopped with.

That was all well and good – until social essentially became a trolling marketplace. Now, businesses are missing a lot of the conversations they could be having because they’re too busy trying to put out non-essential fires caused by trolls.

It can leave customers to feel like they’re not being heard, which for any business is the worst feeling you can give customers (especially when it’s not your fault).

If a visitor arrives on your blog and sees a back-and-forth discussion, it immediately instills a perception that this is a business that cares about its customers.

In addition, it offers a valuable insight tool to the business itself:

  • Pre-sales questions can be answered in public, leading to warmer sales opportunities;
  • Feedback on product launches can be gathered and optimized;
  • Other customers can offer their take, and give a better referral than any ad ever could.

This isn’t just for big business blogs, either. Independent authors, freelance designers, beach diner owners, etc. All of these business blogs, and more like them, can benefit from a healthy comment section.

Why Email to Comments is a Perfect Fit for Business

So, by now hopefully, you see the value of comments not only to personal bloggers, but business blogs as well. But, like others before you, you’re not really sure where to start in fostering these comments.

This is why our vision for comments is so tied to email, because it’s still the #1 communication tool for businesses, and the buy-in is minimal for both content creator and content reader.

After all, pretty much everyone knows how to use email. It’s familiar, it’s easy, and it allows for more thoughtful sharing of ideas and opinions – exactly what a healthy comment section needs.

It’s also really easy to manage, from phone to desktop and everywhere in-between – which, for any business not too familiar with the nuances of social media, makes for less work, which is always a good thing.

We’ve seen with our own users just how they’ve utilized our comment plugins for their business goals – let us help you, too.

It’s not as daunting as you think, and we’re here every step of the way for you.

Featured image credit: Rusty Russ Sunrise Over Manhattan Again



  1. postmatic says:

    Nicely put, Danny.

    For WordPress business sites running WooCommerce comments are even more important. Woo comes with a reviews system which by default is enabled.

    When a customer leaves a review, it is stored as a comment, which is subject to all of the usual processing of other comments (antispam, moderation, etc).

    It’s important to pay attention to comments because some of them may actually be reviews! And replying to those reviews can be a vital part managing unhappy customers.

    Which can of course be made easier with Replyable: send email notifications of new reviews to your customer satisfaction team, and let them send followups directly from their inbox. No WordPress needed.

    • dannybrown says:

      Very true, Jason. My wife’s site runs on WooCommerce, and their review system (which, like you say, comes as a comment) led to some excellent thoughts being shared on some of the books her site sold.

      Too often we get stuck in the mindset of comments being these funny little things at the end of a post, when they’re so very much more.

  2. Chuck Bartok says:

    Comments are the backbone of our sites. One series of posts has generated over 7,000 comment in past 120 days.
    All individually answered.
    The audience actually spend more time on the comments than reading the 3,000 to 4,000 word posts.
    We are thinking of actually curating into a publication for later.

    • dannybrown says:

      Damn, Chuck, that’s some impressive stats right there. And I bet you gleaned a ton of valuable insights from so many conversations – insights that you can use for future business plans and marketing strategies.

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