I’ve talked before about the importance of a business blog, and how businesses of all sizes can use blog posts to demonstrate their value and pull customers to their website. And if you’ve spent any time lately on marketing blogs or websites, you’ve almost certainly seen the proclamation that “Content is king!”
I firmly believe that every business can benefit from a blog. But that doesn’t mean everyone is cut out to be a blogger. Here are five people who shouldn’t be in charge of your company blog. If you recognize yourself (or your blog) on the list, it might be time to get help!
The spammer – Often spotted popping up in LinkedIn groups, The Spammer is the blogger that everyone loves to hate. They start discussion after discussion with nothing more than a link to their latest blog, regardless of how relevant it might be to the group or whether anyone has expressed interest in reading what they’ve posted. Spammers can also be seen joining online forums in order to broadcast their posts to the world, without bothering to provide value or get to know the community. Repent your spammy ways! If you recognize yourself in this description, remember that the goal of building a business blog is to get organic search results by creating great content – not to fool uninterested people into increasing your pageviews.
The TMI guy – A little personality isn’t a bad thing, but for the most part a business blog should stay focused on business topics. After all, it’s really part of an ongoing conversation between you and your customers. The TMI guy, on the other hand, writes about anything and everything on his blog. Personal anecdotes, political rants, holiday recipes – it’s all there, mixed in with the legitimate business topics. Keep it “need to know”! Focus your blog on providing valuable information your clients need to know, and let your brand identity shine through the writing style and (very!) occasional non-business posts.
The plagiarist – Creating great content is hard work, and it takes time. But stealing great content is a lot faster and easier. Plagiarists like to hide behind the label of “content curator”, intimating that all they’re doing is helping people find the good stuff. But posting the good stuff without crediting your sources is outright stealing, and a blog with nothing but links and other peoples’ content – even if you’ve credited your sources properly – doesn’t do you much good when it comes to SEO and impressing your customers. Time to get original! If you’re struggling to write content that offers real value, you can always hire a copywriter to write your blog. No one said you have to be an expert at everything, just at doing what you do best.
The “just because” blogger – The “just because” blogger writes blog posts the way you don a lime-green reindeer sweater your Aunt Millie knitted you – half-heartedly and out of a sense of obligation. Nearly every business can benefit from a blog, but if all you know is that you “should” be blogging, you probably don’t have a very coherent strategy in place for what to write about. As a result, your company blog is a confusing mix of lackluster posts, without any kind of theme or focus to keep readers interested. Get a plan in place! Your business blog is a part of your overall marketing strategy. You should have an editorial calendar and a content plan in place to help you figure out what to write about when, so you can create great content without feeling like you’re coming up with ideas on the spot.
Do you want to defend your blogging style? Leave a note in the comments about the great things you’re doing with your company blog! And if you need help creating individual posts or an overall business blogging strategy, get in touch! I’d love to help get your business blog off the ground.