What You Might Be Overlooking on Your Company's Blog

If your website has an integrated blog or news feed, I applaud you. Having a page on your site dedicated to generating value-added content sets you apart as an expert in your industry, it boosts your search engine optimization, and it provides a level of legitimacy to your mission as an organization as well as your products and/or services.

 

That being said, there may be a few things that you are doing wrong or overlooking on your blog. These are things that I see constantly on various organizations' blogs. Unfortunately, most businesses do these things unknowingly, not realizing the level of damage they are doing in terms of marketing and branding. Things you may be doing wrong:

 

1. Not posting regularly. Many businesses fail to write on a regular basis. In our professional opinion, "regular" posting consists of between 2 and 3 posts per week. Posting more than once per day is not advisable (i.e. catching up doesn't really work). If you haven't exactly posted regularly, that's okay. Just start doing so right now. If you struggle in this area, we would recommend either hiring a content manager (blog post copywriter) who will oversee content.
2. Writing lengthy posts. Great blog entries are somewhere between 350-500 words. Sometimes, you might post an announcement that consists of less than 200 words -- all the better! Resist the urge to churn out pointless babble that turns off readers and search engines alike. 
3. Hard to find. Your company's blog should be very easy to find. The navigation tab should fit right into your main tabs -- the blog shouldn't be a very small link at the bottom right corner of your site.
4. All about you. Avoid spouting technical information on your blog that readers don't understand. Focus on information geared towards readers: customers, prospective clients, interested parties, etc. Rather than trying to prove your expertise, prove you care.

If this post describes your blog with precision, don't despair. Turn from your ways, and move towards blog brilliance by communicating clearly, concisely, and consistently.