Blogging Blunders, Part 1

First in a three-part series on better blogging.

Your last entry is dated April 17. Most of your entries are press releases. Your headlines are dull as dirt. Your articles are devoid of links. And you wonder why no one comes to your blog.

Fail Blog photo (http://failblog.org)

Fail Blog photo (http://failblog.org)

I’ve done many content audits of clients’ blogs over the last two years and found the same shortcomings cropping up again and again. Most businesses don’t use blogs to their full potential. Often, they treat them as just another channel to distribute information they’re distributing by other means. It’s not surprising nobody comes.

A successful business blog uses the unique characteristics of the medium and engages in a discussion, not a speech. Pay attention to details and give it some time. Over the next couple of entries I’ll look at the most common failings of business blogs and how to avoid them.

Let’s start with three big mistakes:

Handing it off to PR — When businesses start a blog, they often designate the corporate communications/PR department to maintain it. This almost never works. Communications professionals are skilled at delivering messages, not promoting conversations. When presented with another channel, they tend to use it to push out a message. In the worst cases, these messages are nothing more than press releases. Lacking interactivity and insight, they fail to generate any reaction. Worse, they make the company look clueless about the medium.

Communication professionals should be actively involved in a company blog, but mostly on an advisory basis. Contributors should be the experts within the company. They are most likely to be the ones who will have meaningful dialogue with the audience. The communications people should focus on big picture issues like voice, topic selection and quality of writing. They should also sweat details like copyediting. Like orchestra conductors, their role is to bring out the best from the individuals in the ensemble.

It’s All About Me — A publishing mentor once recommended that editors find a picture of someone to represent their target reader and paste it on the wall of their cubes. The purpose was to constantly remind them that they were working on behalf of somebody else, not themselves.

Blog contributors would do well to heed this advice. Too many blog entries are self-serving and egotistical. They talk about awards, sales wins and accomplishments as if somebody actually cares. In reality, few people do.

What attracts people to your blog is useful information. The key word is “useful.” You should constantly ask yourself what insights or valuable information your visitors will take away. Blogging is a “give to get” strategy. The more information you share, the more goodness will come back to you in the end. If you don’t believe that, don’t start blogging. If you’re just looking to push out a PR message, here’s a list of free PR services you can use.

A Look That’s Boooooooring! – Blogger, WordPress and TypePad all offer small selections of default templates for your blog. Ignore them. It’s difficult enough to distinguish yourself from the millions of sites that are already out there. Don’t make it worse by looking just like them.

All the major services support third-party templates. There are literally tens of thousands of free templates for WordPress alone. Pick one that’s distinctive. If you’re willing to spend a few hundred to a couple of thousand dollars, you can get one designed to your specifications. I strongly recommend a custom design if your blog is tied to a company website.

While you’re at it, get rid of the default wording and links that these services impose on your site. There’s nothing like scrolling down a blog page and finding links to the WordPress developers forum. This just indicates that the blogger isn’t paying attention to details, which doesn’t do wonders for your credibility.

These are just three of the most common mistakes business bloggers make. In the next entry, we’ll look at links, multimedia and other frequently overlooked features.

5 thoughts on “Blogging Blunders, Part 1

  1. Dear Paul:
    This is a great post, especially the “outdated last post” trap.

    The cause of procrastination and lost momentum is probably a lack of commitment to a written content plan for blog updating.

    A simple blog content plan based on posting on specific topics on specific days can quickly turn the situation around.

    The solution can be as simple as committing to post about Topic A on Mondays and posting about Topic B on Thursdays. Once you’ve identified the broad topics you’re going to post about, preparing the posts becomes part of your daily routine, or, your daily habits.

    I’m amazed at how easy it has been for me to post 5 days a week on my Published & Profitable Writer’s Daily Tips blog (http://blog.publishedandprofitable). The “formula,” or content plan, makes it easy for me to keep current. My formula is very simple:

    * On Mondays, I post book planning topic for authors.
    * On Tuesdays, I post a writing tip for authors.
    * On Wednesdays, I post a promotion tip for authors.
    * On Thursdays, I post a profit tip for authors.
    * On Fridays, I post about upcoming events.

    The formula is really transparent, but it has kept me on schedule for over two years. The only time I missed my weekday daily updates was when my wife was having heart surgery.

    It’s important to note that committing to a 1 or 2 day a week blog posting program does not mean that’s *all* you can post. It’s simply your “routine” or “basic minimum.” You can always post additional topics as appropriate, suggested by events in the news or upcoming events.

    Great topic!

    Roger

  2. Thanks for the great insights Paul.

    Many thanks to Roger for posting his blogging schedule. It will help me and my clients as we map out our 4th quarter work and 2010 goals and work.

  3. I have given up on B2B blogging.
    My clients are just too lazy to do it. Lazy is probably the wrong term. Too busy doing other things.
    I am trying to get them to Tweet instead as it is much less work for them.

  4. Pingback: Blogging Blunders, Part 2 | paulgillin.com

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