Corporate blogging as a marketing tool: 3 cardinal error in business

A lot can go wrong with corporate blogging. Because how does a blog reach its readers, which ones does it actually want? What kind of awareness want to generate the blog? Here the focus is first on the operator of the blog. And that is exactly where the crux of a corporate blog lies.

Just a private diary?

Originally, blogs were mainly run by private individuals. Many of them are looking in the big virtual Welt seeks attention and opinion mates regarding one’s own lifestyle and style.

Quite a few of them cavort on the net, they run their blog like a large public diary. Not so long ago I discovered a young woman who, according to her self-expression, is a lesbian and obviously very unconventionally living in a blog Ms. in the midst of their everyday experiences, the longing call “Hello, does anyone here hear and read me?!”

Themesblog and Acquiseinstrument

The books on the subject (advertising)

Is it a topic blog like Best of HR - Berufebilder.de® on which this post appears? In which the tendencies and developments in our professional environment are in the foreground, but which at the same time also represents a kind of elegant acquisition through the content - as Simone Janson herself puts it bluntly.

Through none of her 20 books and other publications, she has garnered so much attention as a writer, consultant and lecturer. In the medium to long term, a variant of the theme blog can also lead to a separate business area: the visitor frequency attracts advertisers.

The 3 cardinal errors of corporate blogging

Or is it one? Companys, which wants to communicate its messages to the world in this form? Look, this is our product, this is our service. So far, the so-called corporate blog has mainly been found at group level. The group multiplies its message usually through its employees.

And here are threatening three big pitfalls, if the blog operator magnanimously overlooked them:

1. The employees are degraded to the jubilation group, which reads already after one or two posts verflixt unauthentic and unbelievable;
2. The company plays Heile Welt, everything from its business area runs excellently and is unassailable,
3. As a direct result of the first two cardinal mistakes, the company “prostitutes” its blog into a pure advertising tool.

Corporate Blogs with themed topics

Discounts for your success (advertising)!

Or is it the special form of a corporate blog, which, so to speak, integrally conveys its identity via the themed rail, its interpretation of the environment in which the operator moves professionally. With the focus on the interpretation of events - free for discussion.

Such blogs are still very hesitant to be found in the Industry management consultants and coaches, as well as journalists and book authors. Here, too, the trap of (self-) advertising lurks in analogy to the corporate blogs. Moves the selfspiegelUnbrandedly in the foreground - we can do this, we were praised there - this quickly leads to anger among the visitors of the blog.

It is not the ego that is supposed to carry the message, but the message the ego

Richard Branson walks very skilfully, Founders of the Virgin group of companies, with the realization that "It's not the I that should convey the message, but the message the I" in his "leased" blog on LinkedIn: He regularly posts life wisdom there and positions himself on events in Economy and Society. With extremely positive feedback, which I would like to reproduce here in full: “You arguably have one of the best social media feeds on the web, and the fact that the majority of your posts focus on social entrepreneurship, environmental conservation, ending the war on drugs, and encourage a beautiful version of socially responsible and sustainable capitalism… it hasn't gone unnoticed. Rarely have I seen you use your feeds to directly promote your own businesses, apart from the occasional kudos or highlight of something really cool. Not only this admirable, but it's brilliant executive leadership and has really enabled you to refined the “idea” of what the Virgin brand overall represents into something beautiful, positive and world-changing, making it more than just another brand. Anyhow, just wanted to deliver a little kudos where it's earned. keep it up!”

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