3 Reasons Your Corporate Blogs Are Not Working And How You Can Improve

82 percent consumers like reading company blogs. 70 percent consumers learn about a company through articles rather than adverts. You already know it. And yet, your corporate blogs seem to be generating none of the benefits that you expected. Why is that? Today I will list out the top three reasons why your corporate blogs are not working. Also read further for how you can improve the situation and create some brand magic! This post is not just for small businesses, startups and brands but also for individuals who run professional blogs that seem to be creating no impact. If you had challenges other than the ones listed, get in touch with me directly!


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3 Reasons Your Corporate Blogs Are Not Working And How You Can Improve Brandanew

3 Reasons Your Corporate Blogs Are Not Working And How You Can Improve

1. You don’t have quality content and are not consistent

Some experts will say you need to blog at least 3 times a week. This is a blanket statement. The first question should be: what do you want the blog to achieve? Let’s take some examples:

a) Search impact and traffic: If you are a new brand then 3 times a week is not enough. Your site needs a lot more content to draw out traffic purely from keywords. The only caveat is, if you have a highly engaged community on social media. In that case, you will see traffic will rise even if you’re posting a few times a week. But traffic via the search engine when you’re just starting out, will need a lot more than 3 articles per week.

b) Leads: If the purpose of the blog is to generate leads for the business, you need two things: traffic and the stickiness. Your consumers need to discover your blog and like the content they see, so that they spend more time on your site and convert/ buy in to your offerings. Stickiness is only possible when you create content that the consumers like and find valuable. It’s definitely more driven by quality than mere quantity.

c) Brand recall: If you use content as a brand retention/ recall tool, then you do need to create engaging content. But you can definitely create an anticipation with the readers on how frequently you blog. On my personal blog, I usually write once a week and that’s what my audience expects. It’s a blog to keep them in loop with what I’m working on or my new projects to maintain interest. But consistency and sticking to set expectations is critical!

What you can do to resolve this challenge

a) Make an editorial calendar and stick to it

b) Have a defined and documented strategy. Find out what your consumers are looking for.  If you don’t know, ask. Use polls, emails, phone calls- ask your consumers!

c) Do not run your blogs as an obligation with no real expertise or passion for blogging. Hire a genuine blogger to be in charge of the process. Get your teams to contribute insights from various perspectives!

d) For a totally new blog, you will need to build external links – not black hat but organic links so that your page rank/ domain rank can go up for Google to recognize you.

2. Your blogs are poorly designed and read like failed sales pitches

Content can and should help you build relationships with your customers. However, many corporate blogs look bland and devoid of any personality. They usually try to be too formal and impersonal, trying to differentiate themselves from personal blogs. But the fact remains, your readers need a personal touch and engaging storytelling. You’re no longer the corporate behind closed doors but in the open social media world. Don’t be stuck up!

It will never be taken in the same light as a personal blog so there’s no point trying hard to be formal. And the reason is simple- you have the products to help you differentiate. You bring meaning into your customer’s lives through your products and services. Do not try to underestimate that amazing power! Use it with a human touch and wow your readers.

What you can do to resolve this challenge

a) Quit having posts on your corporate blogs with “admin” as the writer. Who is admin? What does it mean? Be brave to have names of real people as authors sharing their insights. According to Edelman’s trust barometer, customers trust experts and regular bloggers like them.

b) Be human. Write what you would like reading as a consumer. Put yourself in the reader’s shoes. Do not go overboard with sales. Only 10% of your blog posts, if at all, should be sales led. Focus on the value you bring. Invert the sales pitch.  The blog should establish you as an expert in the field instead of making you look like a salesperson. Connect don’t oversell.

c) Crowdsource content and design. Hire bloggers or experts externally who can help you design and create quality content experiences.

3. You have no social community

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Running a blog with no community on any social platform will backfire. You need an engaged community before you can generate any interest or traffic in your blog. SEO takes about 6 months to kick in (after consistent everyday posting). And social media is an absolute must if you want to get your loyal audiences to find your blog.

What you can do to resolve this challenge

a) Be Socially Active. One of the best ways to promote the blog and gain traffic is through social media. So, you must also spend some effort to build up a good social following and figure out the best platforms and ways to share a post in order to gain maximum traction.

b) Don’t be afraid of paid post promotion for your content: You can also use the paid adverts on Facebook or even on Twitter to promote the content. Facebook is good also because it really allows you to be very targeted in terms of sharing and can help you get a good push. You can choose to pay by website clicks and test strategies. Even a $5 promotion is a good way to test how it works for you before you commit to it fully.

c) Build relationships on social media: From other bloggers to consumers and media sites, find your social fans and friends. Relationships are made on trust. Trust needs you to create quality interactions. Share something that is valuable to others. Focus on reciprocity. Use tools to identify your niche community. Do.

What are your experiences with corporate blogging? Do share the challenges you’re facing with me and we can work on it together!

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Upasna Kakroo

Upasna co-founded Brandanew in 2014 for the sheer love of storytelling and authentic connections. She has been blogging and documenting digital stories since 2003.
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