Lousy business blogs are an equal opportunity offender.
- Any size company can have a case of blogitis
- If you are phoning in your business blog, hang up on that practice
The first step in the cure is diagnosing the disease by identifying common symptoms.
Symptom #1 – PR Roll Call
Maybe your PR person doesn’t know what to do with his or her releases these days. That does not mean you slap them on your business blog and call them a post.
You’ve seen these blogs.
They look like a roll call of one press release after another.
- John Jones hired as new Sales Manager for our company
- XYZ hires our company as their consultant
- Our company named Top Dog in the industry
Company news that is personalized is good. Try giving an insider’s view.
- A video interview with that new Sales Manager
- A testimonial from your new client
- Photos from the award ceremony for your Top Dog award
But, don’t confuse the blog for a scrolling ticker tape of company news.
- Make it a category for posts
- Be judicious in the number and types of posts
- Don’t make it the sole reason for the blog
Symptom #2 – Missing In Action
Perhaps you started out, full guns blazing.
- Then the posts slowed down
- They were monthly
- Then every other month
- And now you don’t even remember the last post
Business blogs take commitment.
If you’re not watching over your blog, how can you expect customers or prospects to do so?
- Create an editorial calendar
- Select a frequency that makes sense
- Then stick to it
- Use social media to promote it
Set the expectation and deliver.
Symptom #3 – Just Because
What was the reason you started your business blog?
- Just because someone told you it was a good idea?
- Just because every competitor has one?
Like any good marketing strategy, you need to define your message.
- Keep it simple – don’t lose your message in the delivery
- Keep it clear – stay focused on your message
- Keep it uniquely yours – believe in your business – it shows
Create a vision for your blog that delivers your message.
Prescription for Success
You wouldn’t create marketing material with the intent of shoving it in a drawer for all of eternity.
- You hope it will be read
- You hope it will be shared
- You hope the reader will want to learn more about your business
Do you intend anything less for your business blog?
Share your stories of business blogs that impressed or disappointed you.
What did you like/dislike?
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Helping you Keep it simple, clear & uniquely yours – contact me for help with your business writing needs.
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It’s quite an eye-opener when you see some business sites who “get it right” – like you say, they do it very simply. Their message is clear, yet they seem to provide lots of free information on their site that is useful/helpful (or even just plain interesting) to others. It’s easy to be drawn to companies like this, as opposed to those for similar products where I have to fight my way through pages of text, my eyes glazing over! The phrase “short and sweet” was certainly coined for a reason.
Hi Nicky: And it really doesn’t matter if they are huge companies that certainly could afford the expense or a sole proprietor.
Some blogs seem to scream we’re just doing this because everyone has a blog. Their heart isn’t really in it and that’s sad.
Thanks for sharing your take, Nicky.
#2 stops many folks Cathy. Be persistent. Persistent people win in blogging, or any endeavor. Remember why you started a business blog, and this emotion drives you on to post consistently.
Mega-bonus points for “peaked”, luv it 😉
Ryan
Ryan-oh, bonus points-who knew? 🙂 Persistence definitely pays off and I love your reminder to remember why you started a business blog. We all can use the reminder from time to time.
Thanks for sharing some great ideas, Ryan.
Following through with the why, how and when are all vital components of success for business blogs and, actually, life in general – and I love your no-nonsense approach.
Hi Phyllis-thank you for stopping by and the nice words. And you’re right, that’s good advice for life! Thanks again for sharing your view.
I’ll echo Ryan–#2 seems to be the primary stumbling block, but harnessing some emotion can help.
And I can’t wait to find out what search engine hits you start getting for “reeks”!
BTW, just added you to my blogroll 🙂
Hey, Dr. Freelance-nice to see you here! 🙂
I agree, #2 is the tough one and I see so many business just jump right in – usually due to #3 – and then let it fizzle.
Thanks, Jake for adding me to your blogroll-I’m honored. And thanks for stopping by and sharing your thoughts.