Don’t Let Your Brand Suffer from Bad Blogging Skills

by on November 3, 2011

Company blogging - should you? shouldn't you?

For many companies, blogs are either a major point of interest or they get little to no attention. So what happens if your company’s blog is, in fact, potentially damaging your company’s brand?

Do you pull it entirely? Do you rework it in order to improve the company brand? Or do you just leave things the way they are and deal with it later?

If your company’s blog is leaving you with a number of question marks, here are some factors to consider:

  • Is the blog offering major benefits to our company or not? – In the event you’re having questions, list the pros and cons of the blog. If there are more negative aspects than positive reasons for keeping the blog, you may want to can it;
  • Is the blog taking too much time away from staff responsibilities? – Measure the time and effort spent on the blog. Is it costing the people running it too much of one, or both? You may determine that their resources can be better spent elsewhere, instead of on the blog;
  • Is the blog potentially damaging our credibility as a company? Another factor to look at is the credibility of your blog. Is it putting your company in a potentially negative light? Are you getting complaints about it? With negative information only taking seconds to whip around the Internet, just one slip up on the blog could be devastating for your business;
  • Is it wise to simply up and remove the blog? To just abandon the blog without any explanation could be more damaging – from a PR sense – than continuing it. Take the time to decide if removing the blog presents more issues than solutions.
Company blogging and branding

Faceless company blogging

While your company may be or may not be ready to answer some or all of those questions, keep in mind that a bad blog can do quite an amount of harm to your company’s branding efforts.

Among the signs your company’s blog could be causing you problems are:

    • You spend excessive time on your search engine optimization (SEO) efforts and less time on cranking out useful blog material;
    • You’re very intermittent when it comes to posting on the company blog site. To the reader, you’re pointing out that the blog is not a high priority with the company. Hence, what else may not be high on the priority list regarding your products and/or services? The dedication to the blog needs to be there from the start;

Confrontation Central

  • You use the blog to confront customers. While some customers may take to your blog to comment in a negative manner on your products and/or services, it doesn’t behoove you to trash them in return. If you’re using the company blog to engage customers in a negative manner, it can certainly reflect badly on the business;
  • You have a blog that isn’t search engine friendly. Make sure your company blog has solid headlines, keyword links and is updated regularly. The more you follow these rules, the better your blog will rank among the search engines.

A company blog is not rocket science, but it does take some solid planning and thought. Without both of those, your ability to profit from a company blog is slim to none.

Guest post by Dave Thomas

Dave Thomas is an expert writer on items like POS systems and is based in San Diego, California. He writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs at Resource Nation.



{ 5 comments… read them below or add one }

Kim Meredith Smith April 18, 2013 at 12:07 am

Yes bloggers needs to understand the visitors view on their blogs, need to share some good posts to attract new visitors.

Reply

Christie November 25, 2011 at 2:19 pm

Hi Dave,

All of these suggestions are so very true. I do like to read the blogs of some of the places I shop at because interaction helps me connect with the brand more. I have seen some clothing companies using their blogs to give readers a sneak peak at some upcoming events or exclusive designs. I think that’s a great way to connect with your visitors. Thanks for the advice!

Christie

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Tim Ryan November 22, 2011 at 7:09 am

Once the business is branded we can’t afford to tarnish it whether its through blogging or through some other ways. Branding takes the business to a higher level, it gives a unique identity to the business and the business owner. The questions you’ve pointed out are right on. Especially, those who’ve still not branded their business can benefit a lot from this post.

Reply

Don Gerig Jr. November 12, 2011 at 11:41 am

Thanks for the information. We are just starting to blog on a regular basis to increase our web traffic. What has been your experience with real estate companies blogging to get more traffic? Im willing to put in the time if it is valuable. Thanks again.

Reply

Level November 12, 2011 at 12:47 pm

Hello Don, thanks for your question… I hate to answer a question with another question (but many times I have to ;)
Does increasing your web traffic give you conversions?
Do you have a following on any social networks?
You mentioned value, do you relate value with a sale?
How are you syndicating these posts (other than a direct link to your blog)?
Who are you trying to reach? Local?
Do you have a content strategy or schedule?
I’m going to shoot from the hip and tell you, It’s time consuming and we’ve written enough about blogs that die a slow death. Be prepared for a strong commitment. Nothing worst than building a community then taking it all away. The way I’ve explained it to clients including Realtors is when blogging is done correctly, it will and can build your authority in a niche market. It keeps you close and personal to your readers, and it’s an awesome tool to communicate your opinion on specific topics. Be prepared to track, monitor, and most of all write great content from the onset. Good luck, let us know when you have your blog up!

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