Why Corporate Blogs Fail

By Mark Evans - Monday, August 1st, 2011 at 7:30 am  

I’m a big believer in corporate blogs as a vehicle to provide insight and information, establish domain leadership, generate content for a variety of needs (including to fuel social media) and as a way to enhance search engine optimization.

Yet for all the benefits that blogs offer, it is surprising how many companies don’t do a good job with them.

One of the biggest issues is companies have a difficult time not seeing blogs as being focused on anything else other than themselves. It’s the classic “it’s all about me” syndrome that afflicts too many companies who regard blogs as yet another marketing vehicle.

As a result, a corporate blog tends to be about new products or features, events, corporate news, media and blog coverage, and the activities of senior executives.

While this content may be interesting to people within the content, it has little long-term appeal to anyone else, including partners, suppliers, investors and the media. It may be hard to accept but this kind of content doesn’t have widespread appeal.

So what is interesting and how can a corporate blog provide insight and information, including corporate updates, on a regular basis?

The secret, which should be obvious, is having a broader focus that includes industry developments, news and trends that are interesting to lots of people, even competitors.

It is content that is interesting and valuable. It may encourage readers to become customers or do more business with a company, or it might not encourage someone to buy anything. At the end of day, the underlying goal is to establish a strong presence and goodwill within the industry by being seen as a valuable contributor.

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