How many times do you see it – you’re on a company’s website and while you’re there, you check out their blog.
Ugh! It looks like an untended garden, unkempt and weed infested.
It’s got maybe a handful of self-serving articles – anywhere between three and seven would be my guesstimation ; the blog posts rarely feature a decent image or photograph, and most likely the author is someone who goes by the weird name ‘admin’.
Oh, and the author avatar used sometimes looks something like this:
Yuh! Nameless AND faceless!
What are some of the things we think when we see a blog like that?
- The company can’t follow through on a project.
- They haven’t got anything to say – no insights, no observations, no incisive opinions on what’s happening in their profession or industry.
- Or worse, they’ve run out of things to say! What, that’s the extent of it?
I can keep going. The above scenario also shows:
- You’re a hoarder of information, not a generous or giving business by any means.
- Your company lacks vision and passion; it truly doesn’t want to be out there helping people with information that’s useful and relevant to them.
- You have employees who are bereft of ideas and/or aren’t really interested in furthering conversation or debate around topics and issues relevant to the field in which you operate.
- Or worse, you have a muzzle on your people and don’t allow them to express their views on a public online forum.
While not having a blog says a lot about your business (for instance, the immediate four points above), having one but letting it go can be just as bad, if not more so, from the perspective of a potential client or customer (or influencer such as a journalist or blogger).
The answer for companies, of course, is to establish a blog or content hub as the anchor of a broader social media and content marketing strategy, and then keep it up-to-date, brimming with ideas and interesting content (text-base articles, video, audio-on-demand, charts, illustrations, infographics etc) that add value to the lives of your customers and educates and empowers them with information relevant to your business and expertise.
WHAT ABOUT YOUR COMPANY BLOG? DOES IT LOOK A BIT LIKE THIS?
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