Your company started a blog maybe a year or so ago for all the right reasons. As a marketer you know the value of having new, relevant content on your website. You created a posting schedule, worked hard at writing many of blogs, maybe even found some company guest bloggers, and now the whole process seems, well, a bit melancholy.
Many companies experience some bumps in the road regarding their blogging efforts. Here are five common challenges and tips for getting your blog back on track:
Challenge: Missed deadlines.
Tip: Everyone at your company is busy, including you. Your posting schedule may get off track. Energy suddenly becomes low around writing more blogs. Initially, the interest was there, but now other priorities seem to be taking center stage. Go back to the managers and C-Suite to make sure you have their active buy-in. You may even gain their participation this way too. But at the minimum, it will help to have them remind their team at meetings of the posting schedule and maintain its priority within the organization’s culture.
Challenge: No Voice.
Tip: After reviewing your blog’s original goals, you may find your content has strayed, whereas you would hope to see learning and growing with your blogging over a several month timeframe. If this isn’t the case, remember that your blog is about creating that personal connection to your brand. It’s okay if some bloggers have their own writing style and perspective, but the overall tone should be unifying. You want the voice of your blog to be confident and helpful.
Challenge. Nothing left to say.
Tips: Maybe it feels like you’ve run out of ideas. Here are some ways to get inspired:
- Visit a LinkedIn group related to your industry. Consider the questions people are asking and try answering one. Bingo now you’ve got another post.
- Go walk through your customer service area. These people are solving issues every day. Ask to interview a rep or two to get blogging ideas. The really good representatives will have ideas to help customers in new ways.
- Say Hello to your product development team. Everyone loves a behind-the-scenes story about how a new product or service was developed. They like knowing that people are working to solve their problems. This is also a great opportunity to try a video blog. Highlight an executive from this department, describing their vision and interest in the products they’re creating.
- Consider HR announcements. A blog post from a new employee or someone with five, 10 or 20 years of service can be very heartwarming. A person saying “Hi” to new customers for the first time or saying farewell after a long time can be very emotional and impactful.
- Remember your customers, suppliers, and other stakeholders. Many people are part of a company’s community and your company is part of a larger community. Don’t forgot how you’re connected and try reaching out to those you work with in different capacities as they can provide a unique perspective to your business.
Challenge: No comments.
Tip: Company blogs don’t get as many comments compared to personal blogs. While your intention is for your blog to be a conversation with customers, it’s going to take a while for that to happen. In fact, usually only 2 percent of blog readers leave comments. Customers may not have access to the social web during work hours or feel comfortable putting a response in writing. Building a community of readers takes time, don’t get discouraged and keep following best practices.
Challenge: No readers.
Tip: If it’s been nine months to a year, it’s time to take some action. Make sure you’re using social media, like Twitter to build your network to help attract relevant readers. Promote your blog in your marketing efforts and on your site. Take a look at your content strategy and see if any adjustments need to be made. Also, consider getting employees to tweet and comment on posts, such as those from employees sharing their years of service, to create attention and interest in the posts.
