They post fabulous content on their equally fabulous blogs and then sit back and watch the praise and dollars roll in.
Most of their days then must be spent doing whatever they want, right?
Blogging looks easy from the viewing side of the screen.
The secret is that successful blogging is hard work. It requires strategy, commitment, skill, time, and a fair amount of learning from failure.
This secret may be the problem behind many corporate blogs. Instead of making an appropriate investment in the process, executives think it will be easy just to throw a blog online and wait for the payoff. Not surprisingly, the benefit never comes.
Corporate blogs offer the chance to communicate extended messages about your organization and create an open dialogue with current and potential customers.
A chance to talk with this targeted audience makes launching a blog seem like a corporate win, which it certainly can be. For example, check out the 10 Best Corporate Blogs in the World or 15 Excellent Corporate Blogs to Learn From.
But blogging can just as easily be a problem for your organization if it’s conceived and executed incorrectly. Check out these posts on 10 Harsh Truths About Corporate Blogging and 10 Elements Every Company Blog Should Have.
Trying to be authentic while adhering to corporate policies (which may not even be in writing) adds another layer to the problems corporate bloggers face. Read these Three Solutions to the Corporate Blogging Paradox.
Let’s Talk Nerdy!
What do you see as the positives and negatives of corporate blogging? What should managers do to help corporate bloggers succeed?
Real Nerds Read!
Check out these noteworthy posts on corporate blogging: