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Inbound Marketing Blog

    Things to Avoid in Your Business Blog

    Posted by Bill Faeth

    Blogging Tips on What Not to Do

     
    Though business blogs are a relatively new marketing platform, it pays to ensure your efforts are anything but amateur. Keep in mind that each piece of blog content represents your organization to current and potential customers. Avoid the top mistakes of business bloggers to make sure your content doesn't hurt your organization's reputation or bottom line.

    • Don't write content for your business blog like you would for a personal blog. The distinction between blogging to brand your organization as friendly and accessible and sharing too much information can seem narrow at times. Sharing warmly written biographies of your executives or details of your company's commitment to green business practices behind the scenes are appropriate, engaging topics for your business blog. Vacation photographs, details on interoffice conflicts or iPhone photos of your lunch definitely cross the line into unprofessional oversharing.

     

    • Cite all sources for data, facts, photographs and quotations on your business blog. Even if you are a true expert in your company's field, provide links and citations to your sources. Unless you personally compiled the data set, originated the written content or snapped the photograph, you should always cite the source. Always avoid sharing customer testimonials or photographs without written permission from the source. Using content without proper citations and written permission can put your company at risk for a devastating lawsuit.

     

    • Don't forget to use your business blog as a platform for engagement. Chances are, your customer service representatives would never dream of ignoring emails or phone calls with questions or comments from customers. Treat blog comments with the same respect, even if they are completely unrelated to the content or detail negative experiences with your organization. Concluding blog entries with questions to readers can help you reach unprecedented levels of engagement and gain invaluable insight into the behavior and thoughts of leads.

     

    • Avoid highly technical jargon and boring blog content that will cause everyone outside of your organization to fall into a deep sleep. Small or new organizations can be tempted to use their business blog as a platform to promote their expertise. Educational content written in clear language can help you expand your readership base. Long, overly-technical content peppered with jargon or reiterations of corporate policy documents will cause casual leads to click unsubscribe.

     

    • Don't abandon your business blog for weeks or write thin content which offers no real value to blog readers. If you can't commit to producing an innovative, interesting business blog, your organization might be better off without one. A lack of dedication to producing quality, varied content on a consistent basis can reflect badly on your entire organization, making your company seem disengaged or uncommitted to excellence. Strive to write content at least twice on a variety of topics. Blog entries shouldn't be overly lengthy, but should virtually always hit 300 words per entry.

     

    • A lack of passion can be apparent to readers, leads and customers. Blog because you love your job and your organization's services, not because it is your job. If you are struggling to find ideas, get to know your coworkers, executives and the products. You'll likely find some inspiration from your coworker's passion and knowledge.  If you are simply writing that your organization is better than competitors without truly understanding why, you'll likely be producing unconvincing content that doesn't convince your leads. 
    Smart bloggers understand that producing inspiring content involves finding the intersection between your own passions and the interests of your readers. Focusing too little on you audience or too much on your self never ends well. Represent your company well with an engaging, active and sincere blog.


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    Topics: Inbound Marketing