What to Do When Your Company Blog is Failing

• 13 years ago

Did your company jump into blogging without a plan? Has it been months since any content was created? Are your subject matter experts failing to create the content you need?  It’s not all that uncommon.  But don’t give up before you have tried these tactics.

Get Blogging Training

As you have probably discovered on your own, there is a lot more to blogging than meets the eye. The more your corporate bloggers understand about your goals and objectives, keywords and other blogging basics, the better job they will do. A boot camp for bloggers will empower and reenergize your team, build camaraderie, and demonstrate management’s commitment to the blog.

Hold a Content Creation Brainstorming Session

Devote a few hours exclusively to developing content ideas for the blog. Invite a professional content manager to lead a discussion using your keywords as a jumping off point. Do you have content related to every stage in the buying process? Can you make your customers the stars? What information lends itself to video? Consider a series of posts related to a specific topic. Get input from bloggers, customer service and sales and other departments. By the time the meeting is over you will have plenty of ideas to fill an editorial calendar.  But don’t stop there. Assign various topics to your contributors. Realize that some content takes longer to develop. Choose quality over quantity, but also recognize that there are benefits to frequency.

Start Reviewing Results with Your Team

Share analytics and help your team identify those posts that are drawing traffic and response. Can you elaborate on hot topics or create similar posts using different examples? Identify trends in keywords.  Reward bloggers who successfully engage the audience.

Build Your Social Networks

Understand your audience and encourage participation of employees in industry-related social networks so you can share your expertise and introduce potential customers to your blog. Know where your blog traffic is coming from. Create a plan for promoting posts online, generating inbound links and more. Share links with older posts as well.

There is no doubt business blogging requires a big commitment, but the rewards do appear to be worth the effort. In a study conducted by HubSpot, the average company that blogs has 55 percent more visitors, 97 percent more inbound links and 434 percent more indexed pages.

Can we help you get your blog unstuck so you can reap the benefits?