Count me surprised when I stumbled upon a post on corporate blogging by Rex (Fimoculous), only to realize later that he’s now taking a break from blogging and has some of his friends guest blog for a while. But, I digress. Guest author ADM refers to an Inc post by Joel Spolsky: “Let’s take this offline“, which is surprisingly – you guessed right – not online! Bah! [Update: the post seems to be live right now]
The blog post focuses on the pros and cons of corporate blogging and most importantly its deficiencies, but unfortunately all I’ve access to are ADM’s post. So, here’s the gist from that source. I quote:
Blogging as a medium seems so personal, and often it is. But when you’re using a blog to promote a business, that blog can’t be about you, Sierra said. It has to be about your readers, who will, it’s hoped, become your customers… So, for example, if you’re selling a clever attachment to a camera that diffuses harsh flash light, don’t talk about the technical features or about your holiday sale (10 percent off!). Make a list of 10 tips for being a better photographer. If you’re opening a restaurant, don’t blog about your menu. Blog about great food. You’ll attract foodies who don’t care about your restaurant yet.
ADM doubts if corporate blogs are necessary these days but does go on to suggest that Joel may have gained a ton from running his blog for the past 10 years. (“it seems to me that companies who lack a large customer base and name recognition could gain a lot by blogging the way he did“.) True dat.
Of course, my answer to that question (to blog or not to blog) is biased, but I strongly feel that the question’s NOT, “should a company have a blog?”, but rather “how should a company blog?” (in today’s age of social networking). I’ve a couple more posts brewing on this topic. Plus, I’m currently working on making LinkedIn’s very own corporate blog better for our readers. So, I’d love to hear your thoughts and ideas on what makes a corporate blog great? And, what makes it SUCK!? Comment away.
And, in the meanwhile, if you guys can ferret out that Inc post by Joel, please let me know.