11 Reasons why corporate blogs fail, and how to prevent them doing so

How many corporate blogs are out there? How many of them are really successful? The risk of failure is high when blogging. And it is highly visible: A boring mix of topics, little incentive to read at all and no red thread. However, one can learn from mistakes.
They've been written off several times: but Corporate Blogs persistently stick to the digital communication mix. Even more, they are becoming increasingly important as a content hub, knowledge platform, online magazine, dialogue drivers and more.

11 Stumbling Blocks in Corporate Blogging – and how to overcome them
Of course, as big Blog fans and Bernet bloggers we are big fans of the Multitool! For more than 13 years we have published several articles weekly. For more than 2,000 articles, we have spent many thousands of hours researching, sweating, editing and sharpening up. And at the same time, we have crossed a real mine field of dangers!

The most important ones are listed here – with some tips for avoidance and improvement:

  1. Lack of internal appreciation
    "That’s something you could write about." It is easily said. If you involve the management, other departments or entire teams, you create understanding and goodwill for the blog. Regular meta communication (success, results, tweets) via the blog also help.
  1. Missing Promotion
    After publication, people often forget to ensure wider distribution. Cross-postings via Twitter, Facebook, Linkedin are a “must”  in order to grow the audience. Even paid Facebook coverage is not that bad. Placement on the website (homepage) or links to the print version are also important.
  1. Poor response  and little feedback
    Don't wait for praise, response or or pats on the back. Neither from inside nor outside your organisation. Ask for feedback directly: How did you like the article? What else should we have mentioned? Which topics would you like us to write more about? A regularly held feedback discussion on the blog, like newspaper editors do, also ensures feedback and motivation.
  1. No endurance and frequency
    How often do we need to blog? Corporate blogs are measured also according to their frequency. We used to write up to four times a week, now we have reduced it to two or three times a week. Being resilient is also important: A blog ruin with the last entry three months ago does not please anyone.
  1. Further development missed
    Make it fun! New series, text forms or guest authors motivate the bloggers and act as a breath of fresh air. A redesign, fresh pictures and videos also attract attention. And why not even ask the readers and subscribers (see also 3. Feedback discussion)? 
  1. Bad texts without incentive
    In (almost) no company, only top writers enter the blog editorship. In the technical environment, they may be very  dear. Consistent quality assurance (principle of dual control) and training courses are a success factor that should not be underestimated.
  1.  Don’t rely on just one person!
    It requires a strong, bundled force for regularity, endurance (see 4.) and further development (5.). Some kind of editor-in-chief. But anyone who attaches everything to one author - no matter how strong and passionate the author is - positions the corporate blog incorrectly, and too short sighted.
  1. Too little color, images, graphics
    It starts with the title image and continues with graphics or illustrations. This helps smooth the text flow. And: The graphics for the blog post can be reused on other channels or when giving presentations.
  1. Much Ado About Nothing
    Write with a point in mind and a concrete idea. A blog which says nothing will quickly lose you readers! In our times of excessive information, the authors’ responsibility for quality grow. Ensure quality of input rather than write for writings sake!
  1. No subscription option
    With an e-mail subscription you create loyal regular customers. More than 1,000 readers receive our blog mail daily (at the time of publication) or once a week. Approximately 2,000 e-mails are sent out weekly as valuable reminders.
  1. Too high demands - danger of falling!
    The journalistic long-form is back in fashion. But in the hands of  inexperienced writers, the risk of falling increases with the length of the text. Multi-partition, series and radical, sometimes painful cuts prevent this. By the way, this contribution could also have been cut in half!  
Writing and blogging directs the writers as well as the readers to the subject at hand and, in the best case, to remember the essentials. «Writing is easy, you just have to omit the wrong words,"said master Mark Twain. If only it were that simple. Which tips for avoiding failure did we forget to list here?

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