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Eight Ideas for Revitalizing Your Company Blog

by Mack Collier  |  
April 17, 2007

It wasn't supposed to be like this. After hearing all the buzz about blogs and how popular they are becoming, your company decided to dive into the blogging waters. But that was months ago. And even though you've posted a few times, your blog has gotten little or no comments, and only a handful of visitors a day!

Before you give up and decide to pull the plug on your blogging experience, let's look at some ideas for revitalizing you blog so that both you and your customers can benefit from it.

It's Not About You

If your company blog isn't getting the results you were expecting, start by examining your blog's content. Consider how your blog is positioned: Are you using it as a selling tool, or as a tool to communicate with your customers and provide them with engaging information?

Many companies make the mistake of focusing almost exclusively on the products and services that they provide, thus replicating information that can be found on the company's main website.

Blogs are powerful communication tools, so the content you provide on your company's blog should be engaging and should encourage feedback from visitors. Instead of endlessly blogging about your products and services, give readers information that helps them with satisfy their wants and needs.

Consider the blog for VOIP (voice over Internet protocol) startup Jaduka. Its blog doesn't focus on Jaduka's VOIP products and services; the blog writers instead focus on social media and emerging communications technologies. The writers do blog about their products and services occasionally, but that's not their focus; they focus on giving readers relevant information that that can find helpful.

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Mack Collier is a social-media strategist based in Alabama. He helps companies build programs and initiatives that let them better connect with their customers and advocates. His podcast, The Fan-Damn-Tastic Marketing Show, discusses ways that brands can turn customers into fans. His first book, Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans, was published in April 2013 by McGraw-Hill.

Twitter: @MackCollier

LinkedIn: Mack Collier

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  • by Ketan Thu Apr 14, 2011 via web

    That was a good post. I will try to put some of the advice to god use.

  • by Kate Sun Oct 9, 2011 via web

    Thanks for this well-written post. I think you get to the heart of the matter when you point out that a company blog is not the place for selling, but rather a place to offer you clients/customers valuable inormation and tools. In some sense, it seems that the idea is to make it about them, not you.

    Thanks again! I'm hoping to get my company blog off the ground this week!

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