Too often, companies interested in launching blogs spend too much time agonizing over the “B” word. Either they fear what they think is the “wild west,” or convention-constrained Gen Xers and Gen Yers get hung up on whether the ultimate creation is actually a “real blog.” Forget all this shit. Look at a blog as a technology platform, and think of it as something to be filled with content that will advance your company in the marketplace. A successful corporate blog will fall somewhere in between. Just keep the following four tips in mind.
Corporate blogging isn’t easy. The rewards are high, and this type of platform will reduce your workload over time (if you’re an in-house writer), though you’ll probably invest all that saved time in producing more content – especially if you’re addicted to returns. Some of the challenges aren’t immediately evident, and you’ll only encounter them when you’re knee-deep in the shit.
For mainstream bloggers, especially, you will run into some unexpected challenges. If you’re used to reblogging news stories or use press releases as a crutch when you’re short content, you’ll have to change your game.
Once upon a time, tag clouds were great navigational tools. In the early days of a blog’s life, it can help readers dig deeper into its content. After a while, however, the tag cloud will get far too big. It will look like shit and could scare readers away from using it. So, at some point, it’s time to get rid of the tag cloud.
Tags are great. The way WordPress works, tags create more pages, which will help you get search engine love. But, abundant tagging will crowd your cloud. So, to maintain the aesthetic, you sacrifice traffic. The compromise is to get rid of the tag cloud. Then, you can tag as much as you want.
Getting a corporate blog off the ground isn’t easy. Sure, the technology isn’t hard to master: any 12-year-old kid can get a blog up and running. The challenges you’ll find in launching and managing a corporate blog are in filling the damned thing. We’ve all heard that “content is king,” but delivering on that can be incredibly difficult. A day or two into your new blogging endeavor, you’ll realize just how hard it is to feed the beast as much as it needs. Don’t get discouraged. Take a deep breath, and look at the five tips below.
Corporate bloggers use commodity technology to communicate their companies’ messages. The advantage seems to come from the content itself, because that’s where individual expertise, institutional knowledge and products and tools can be brought to bear. So, this is where corporate bloggers find their attention focused. After all, what else is there?
Though I hate the expression “best practices,” the corporate blogging space is suffering from an acute shortage of them. From pushing out content via Twitter to tagging and linking, there is no widely accepted standard for getting the most out of a corporate blog using kickass blogging techniques. Well, I’m going to try to change that … and I’d love to get some ideas from other bloggers. I’ll get the process started with my top recommendation: sharpen your memory.
Show a longshot some love, right?! Help me out: nominate Migrant Blogger for the Blogger to Follow Award.
You know it’s bad when the newspapers are saying that the president’s afraid. A WashPo column on Sunday claims that President Obama, a “big newspaper junkie” is afraid he might not have the printed word at his disposal any more. If the big nationals and locals go where they’re expected to go, he’ll have to seek his news from the blogs.
The story quotes the prez:
“I am concerned that if the direction of the news is all blogosphere, all opinions, with no serious fact-checking, no serious attempts to put stories in context, that what you will end up getting is people shouting at each other across the void but not a lot of mutual understanding.”