While there are as many mistakes to make with your blog as there are bloggers out there, company blogs face a unique set of challenges. If you’re too technical, you lose your audience, while if you are too personal makes you compete with every other generic blogger. Here are three mistakes people make with their company blog.
“Press Releases Go Here, Too”
Posting press releases on the company blog is a mistake for several reasons. First, it gets hit with a duplicate content penalty. Second, no one wants to read a blog that consists of generic press releases. Third, you should have marketing channels to distribute press releases better suited to that type of content than posting it on your blog.
“I Posted Six Months Ago”
More than half of all blogs are started and essentially finished because they haven’t seen a new post in six months or more. No one will follow you on social media or follow your blog if you don’t post regularly. This is why many people who run out of ideas tap into guest bloggers, though you need to ensure that the content they post fits your intended brand image and doesn’t leak information you consider confidential. That said, you could let someone in another department share a story of life behind the scenes, do interviews with key personnel and essentially drum up content from other work groups to keep the content flowing.
Don’t forget the opportunity recycling old content creates, such as posting an old interview and then adding a follow-up section on what the person is doing now. Throwback Thursday and Wayback Wednesday are opportunities to post old advertisements and then talk about when you discontinued that product or service and the benefits of the later generation offerings available now.
“Oh, This Generic Post Is Good Enough”
Generic content fails for several reasons. First, it is boring. Second, it won’t stand out in a search for any key term. Third, no one is going to see any reason to share it, and you will lose high-quality backlinks to your site. Instead, look for tailored blog posts focused on a key search phrase or question. It is actually to your benefit to have different blog posts for each product model since you can post a different blog post each day. It is better to post several half-page blogs, each with a unique focus, rather than try to craft one long blog that addresses multiple topics.
If you don’t know what topics would work well for your audience, you can always work with a firm like Click Intelligence to identify the key search terms your customers are using but don’t find enough good content on, then create search engine optimized blog posts for those search terms. However, trying to optimize the blog for search engines too hard risks having it penalized as spam: that’s why it’s important to ask the experts.
Making simple mistakes like not blogging often enough or going too heavy on the marketing on the company blog loses your audience while insufficient hard information costs you your credibility. Try to stand out as much as you can - don't be afraid to rely on internal resources to diversify your blog posts and keep your content fresh.