How to Keep a Corporate Blog Active
Anyone who’s searched the blogosphere has seen the sordid remains of once ambitious online literary journals scattered across the Web like the dead on an 18th century battlefield. They’re easy to pick out. They usually have a dozen or so posts (at the most), with the most recent dating back to sometime in 2008. Here are three tips to keep your blog active and interesting.
Write for the scan reader
Keep it short and to the point. There’s no “newspaper article” in the word “post.” On the Web, information that is easy to digest and scan will gain readership. A two-page news release can be leveraged into three blog posts. Try not to exceed 300 words. Add hyperlinks to connect your post to the original source of info for more context. Upload a picture if it helps send a message.
Build a voice collective
Incorporate as many voices as possible into your blog. When we first started the Daily Gumboot, my colleague John Horn and I wrote just about everything. We were determined to post every day. That meant that on top of our regular 9-5 jobs, we were slogging away to produce content that few (at least initially) were reading. Gradually we drew on our network to help. As our contributor base grew, so did our readership. Contributors invited their friends and promoted the blog to their own networks. The result: a variety of writers providing different perspectives and fresh content.
Listen, and keep it real
Too often company blogs lose their voice for fear of being caught saying something they shouldn’t. Others are paralyzed by long approval times and requirements. If it’s going to take ages for your blog post to be vetted or a comment to be approved, you may be torpedoing the whole ship before its even left the harbor.
These days you need to be quick and authentic. People respond to real people, not brands. That’s why everyone on the social web keeps talking about online relationships. And nothing kills nascent connections than a heady dose of censored spin. If a reader makes a good point that isn’t in line with your corporate philosophy, it’s better to engage than shut down the offender. Do that enough and watch your blog’s engagement levels soar.
