Five Reasons Why Corporate Blogs Fail
Corporate blogging has become incredibly popular in the business to business (B2B) sector.
Industries that were once thought inhospitable to blogs, these tools are not only popping up but are making a profound difference in marketing, relationship cultivation and client interaction.
Yet too often, the full potential isn’t realized. Corporate blogs either don’t deliver on expectations or, worse, are left to suffer a quiet, lonely death. When this happens, of course, blogs themselves are blamed, with little consideration given to the fact that execution (rather than platform) was flawed.
All the talk you hear of building an audience organically, waiting to go viral and other social media swill is worth what you pay for it. The only way to succeed is to apply brute force. You have to write often, make the bog your main focus and promote it aggressively. To implement a successful corporate blogging program, you need to commit and maintain a singular focus.
But, enough about success – that’s the kind of thing that makes corporate blogging seem easy. Instead, let’s talk about failure. What makes a corporate blog go belly up?
1. It’s hard work
To make a corporate blog successful, you have to spend some time with it. A 200-word post every week doesn’t give your target audience much reason to visit, let alone come back. You have to post regularly and say something interesting. Not every post has to long, detailed and insightful, but you should mix in a few longer analytical pieces.
2. Nobody has the reins
Blogging by committee is a bad idea. There has to be one person up front, serving as the de facto editor-in-chief. Your lead blogger will write and edit posts, identify topics, and manage the environment. Cutting corners will have a magnified negative impact on results.
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