With apologies to the couple of corporate blogs I do read, corporate blogs suck. I am talking about the SEO fodder, copywriter driven, press release whoring and/or link bait attracting garbage that are corporate blogs today.
I’ll read a lot of lousy blogs and standalone articles but I won’t read your company’s blog because even a guy who consumes as much useless information as I do can’t stand it.
You know why most company blogs just fail outright? They think people are interested in the information they have and they just need a better way to broadcast the information. If that was the problem, corporate blogging today would be great (well, an e-mail list would be better but you get the point).
That’s not what people are looking for out of a blog. Especially not a corporate blog. If you want to do that, you should rename your blog “Announcements” and just leave it at that.
Corporate blogs shouldn’t be about communicating a message or a brand, they should be about connecting with people.
That’s the difference between the few corporate blogs I will follow and all of the other garbage that is out there. The people that write great corporate blogs write as human beings with the purpose of connecting with other human beings. That means injecting self, opinion, personality and all of those other things that companies hate.
These people aren’t always the greatest writers or the best connected but they are good people. Those are the people in my industry that I want to connect with. The same goes for any technology (like Twitter for instance). People want to connect with people.