Millions of individuals and organizations host web blogs for informational and marketing purposes. However, not all of us get it right. Some can be downright awful and serve to drive potential customers away, rather than act as a useful resource.
 
Chris Lema, a WordPress and blogging educator and consultant, recently posted a blog that discusses why most company blogs suck. He makes some great points, which I would like to share. Here are highlights from his article:

Pay Attention to the Right Discussions
At a recent dinner Chris’ wife pulled out her cell phone while discussions were going on at the table. When Chris mentioned this to his wife her response- “It’s the way I highlight I’m not interested in all your company talk.”   Her point was that we often fall into the trap of “insider discussions” that only benefit or engage a small group of people. An effective blog should focus on the right discussions.

Company Blogs Gone Wrong
When clicking on the “blog” link at the top of a company’s website visitors hope to find learning resources, case studies, quotes, and industry education.  Often what is found is something completely different. Content found includes:

• Notices of recent software releases
• Upcoming events that employees will be attending

These items, while good for existing customers, do not necessarily provide real value for the potential client. Again it appears to visitors as “insider” related content.  Provide resources and content of value to site visitors.

Keep Insider Details for Your Insiders
While it’s great that new software is released, and that an executive got a promotion highlighted in a press release, start to think more about your prospect and what they want.

• Educate them
• Share great articles that inform and enlighten

Don’t let your blog suck. It is not that hard to get it right.

Read the full Chris Lema article on his website www.chrislema.com