Are you disappointed with the performance of your corporate blog?

Are you disappointed with the performance of your corporate blog?

I’ve previously touched on how to go about building and producing content for a corporate blog but once you’ve built it what should you do if you just aren’t getting the traffic you want or expected.

As with the majority of projects results will rarely, if ever come overnight. The following post from The Viral Garden alludes to a few key issues, particularly around its design, frequency of posting and content:

  • Your blog is too sales or marketing oriented. While blogs can be used effectively to build your brand equity, they shouldn’t be used by you to solely ‘shift product’. The social nature of blogs, the opportunity for two way dialogue allow for engagement with your customers, clients and readers. Blogs at their best can be effective showcases for your intelectual capital not at their worst one huge advertisement.
  • Your content is poor. Readers will forgive a blog for poor design provided the content is first rate. Not only should it be interesting and insightful it is important that the content is unique. From a search engine perspective Google values unique content above all else. It is not a good idea therefore to consider populating your blog with content from other sites. Not only is this ethically dubious at best, Google can soon establish that you are not the originator of the content and penalise you when displaying the page in search results (if it shows it at all).
  • You don’t post that often. For your site to develop an avid (and sticky) readership you need to ensure that you post relatively frequently. This need not be every day but ideally a few times a week. Don’t however fall into the trap of posting anything just for the sake of it. Show your readers the respect they deserve and only post articles that you feel are worth reading. If you aren’t happy with the quality of the post its probably better to post nothing.
  • Your blog is visually boring. Try if at all possible to liven up your posts with relevant or illustrative graphics. Not only can a picture ‘speak a thousand words’ it helps keep your blog that little bit more dynamic. Images can be sourced from myriad locations. Just ensure that you are not using an image without the owners permission.
  • Make sure you are adding value to your readers. Readers will return to your blog time and time again if you are offering them content of value. Simply regurgitating articles you may have seen elsewhere won’t encourage your site visitors to return. You can however comment on items you are referring to thereby adding value in the process.
  • Take a close look at what you are saying. One of the key advantages of blogging is that you absolutely control the message. On that basis pay attention to what you are saying. Make sure it chimes in accordance with your company ethos and values. A quick way to irritate and alienate readers is appearing false and particularly shallow. Key here of course is the benefit of actually living your brand values rather than trying to emulate them. This latter point is important in today’s society – A society where fiduciary responsibility has been seriously undermined by the bailout of financial institutions…

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