Chances are, many of your clients have a corporate blog that’s going nowhere. Who’s reading it? No one. What’s on it? Nothing. Boring.
But it doesn’t have to be that way. In today’s guest post, Adam Singer, head of Lewis PR’s digital marketing practice, gives us 10 tips for shaping up a blah corporate blog. Singer has experience working with both B2B and B2C clients. And Lewis PR just recently published a new guide, “The Changing Face of Communications,” where you can get more information on a variety of comms issues. Click here for more.
Click through for the tips.
How to make a corporate blog take off by Adam Singer, digital marketing practice director, LEWIS PR
Most corporate blogs fail to get off the ground. They only reach a paltry number of visitors and never achieve a consistent, sustainable number of comments, subscribers, or other outcomes typical of a successful blog.
There are many tips for creating a great corporate blog floating around the Web. You’re probably familiar with the basics and try to follow them. But even with all this, are you asking yourself why blogging is still not working? The following ten reasons are typical issues with corporate blogs that fail. Solve these problems and you’re well on your way to success.
1. Opinionated? No one cares to read those who blindly agree with others or rehash what’s already been said. Arguably one of the largest dangers for any brand on the social Web is obscurity. Further, prospects actually look to you to take a stand on things. No one wants to hire a consultant who sits on the fence, or purchase software from a company which refuses to have a vision for the industry.
2. No passion. Either your team members have passion for what they do or they don’ t. That’s one of the best aspects of blogging: anyone with a product or service who has raw belief in it can put that on display. If done right, this can be a huge reason to be chosen ahead of competitors.
3. Lack of personality. If you consider yourself an A-list company, your team members should be involved enough in the industry to have a known voice. For some of the best multi-author blogs, it is immediately obvious who drafted a certain piece. It means we already trust what the writer is saying and will be far more likely to share as a fan. It’s about people as much as the brand.
4. Content fails the ‘So What?’ test. Your blog is only as strong as your weakest post. Readers are visiting a blog for your ideas and if they come across one that isn’t worthwhile you may lose them forever. Always ask ‘so what?’ and think about what the reader takes away, where the benefit is, and why they should listen to you.
5. Inconsistency. If you’re not updating why should people come back?
6. Trying too hard. Natural dialogue flows easily and effortlessly. It’s less the product of a process and more the result of a flow of experience — improvisational, not mechanical.
7. Lack of differentiation. Corporate blogs are a dime a dozen. Find your differentiation point, whether a unique voice, visually stunning content, or creative post concepts.
8. Fear of making enemies. The truth is most companies wouldn’t dare make enemies with another Web personality. But the social web thrives on tension. Enemies link to you, debate with you, and hate turns to love much easier than indifference turns to love.
9. No digital marketing strategy. When there are issues with the internal digital marketing strategy it quickly becomes apparent in a corporate blog. A company needs its own online marketing approach before engaging on the Web.
10. Lack of engagement. Without actively connecting to others, you will never form a network. Your content should be creating connections organically. Doing something like making every post a ‘link post’ is just one simple way to do this. Get creative; there are no limits.