Content Marketing Today

5 Bad Business Blogging Bloopers to Avoid

Blogging has become a critical component in content marketing strategies for companies of all sizes–from solopreneurs to IBM and General Motors. Your blog will give you potential exposure to millions of prospects. Because you’re on a very big stage with a very big audience, don’t screw up! Be sure to avoid these 5 blogging bloopers so that you and your organization will be read, respected, and referred to.

1. Don’t write oblique, boring or meaningless headlines. As your mother probably told you, you have only one chance to make a first impression. Be certain that your headline is both clear and compelling. You must make a quick, compelling, controversial or benefit-laden point that will lure the visitor from the headline to your opening paragraph. Your headline is every bit as important as it is in the New York Post or in an ad from Ford. Here’s an actual lame blog headline: “The Copyright debate and RSS.” The reader asks why should I care? Actually, it’s a good blog about the dangers of having your content syndicated without your permission. A better headline: “How to Keep Content Thieves from Ripping Off Your RSS Feed.” And, by the way, that is the guts of the blog post even though the writer also buried the lead.
2. Don’t be a company shill. Even if you’re the only one in your company, blog readers have a highly refined BS detector. If they want to get the company PR or marketing spin, they would look elsewhere. And a blog isn’t an ad for your company. You are writing a blog to communicate information that your customers, your prospects or other interested folks will find important enough to read. You can write about the challenges of developing a new product, about things you’ve learned about your customers or the market, about intriguing personal issues, and even about how frustrated you are with the pace of change. But don’t be a flack or a spinmeister.
3. Don’t be boring. Because there are an almost infinite number of blogs on the web, you need to intrigue your readers enough to get through the first post they find–and then go on to read more posts and mention you to their colleagues and friends. A few thoughts on how not to bore your readers: Don’t write about the obvious. Find out what your potential readers really would like to know about you and your company–and present it to them in small readable chunks that make them want more. Finally, study the very best business bloggers to see what resonates with you and with colleagues and friends. For example, here’s what we had to say about a great blog post by Sun Microsystems CEO, Jonathan Schwartz.
4. Don’t try to write a blog by yourself if you’re a lousy writer. You may have plenty to say. You may be a brilliant speaker. But, if you can’t write well, don’t write a blog on your own. Find someone inside or outside your organization who can put your thoughts into words that will improve your company’s image online. If you sound lame in print, that’s an image that will find its way all over the web. Conversely, if a ghost writer or a talented copy editor can turn you into a brilliant blogger, your company will bask in the positive glow. Leave your writing ego at the door and get the help you need to be brilliant.
5. Don’t trash other people or organizations no matter how tempting. You’re writing a business blog not a personal diatribe or rant. Sure, lots of bloggers have made a name for themselves by taking on corporate giants such as Microsoft or Dell. But, if you attack the competition or individuals who may have done you wrong, you just look peavish. What’s worse, the entities that you’re trashing may be reader favorites. On the other hand feel free to take on sacred cows new and old. Maybe you want to explain why newspapers aren’t doomed or why gas guzzling SUVs are a good thing. That’s fine. Just don’t call out the editor of the Wall Street Journal or the head of an alternative energy organization.

Definitely try blogging. It’s fun. It’s rewarding for you and your company. If you avoid these 5 rookie mistakes, you should do just fine.