Corporate Blogging = Boring?

Updated: June 19, 2009

The pace of change in technology and the amount of information we deal with nowadays is astounding. I have found that my ability to focus and concentrate on what someone is saying to me has diminished considerably and I am less forgiving of people who drone on and on.

This makes for challenging personal relationships with the chatty people in my life (you know who you are!). This also explains my preference to surround myself with lazy cats that ignore me and allow me to be dazzled by various distractions like reading email, chatting via IM and talking on my land line all at the same time.

But enough about me. All marketers need to realize that all of us have shorter and shorter attention spans. Frankly, we need someone to get to point and get there quickly. I asked Lorrie Thomas, Web Marketing Therapist and marketing instructor at UCSB and UCB Extension, what are some common pitfalls that companies stumble over in their marketing communications?

She offered three pointers to avoid the common pitfalls that corporations encounter when blogging:

  1. Don't make the blog overly commercial. This is where most organizations really blow it. Offer something of value to the customer or prospective customer.
  2. Don't just do a sales pitch. Once you turn off your customer, you can be sure they will ignore your blog the next time around.Remember what is blog-worthy. Blogs should be authentic with a personality - your personality! (Note: If you are truly a boring person, then you are summarily excused from doing your company blog.) Provide a good narrative to engage your audience. Be creative. Paint me a colorful picture with your words. Be a good story teller and you will always have lots of readers.
  3. Recycle, Reuse, Repurpose. Save yourself some energy. Write once, repurpose everywhere - Facebook, Twitter, Podcast, YouTube, linked to someone else's blog or website. You get the idea. Waste not, want not. This strategy of repurposing is going to save you a lot of time and effort. It's challenging enough to create new content so give yourself a break.

Featured Research
  • Executive Brief: Mitigate Avaya risk and future-proof your customer experience

    When Avaya filed for bankruptcy, it ended months of speculation. However, the company’s ongoing financial instability has left many businesses in a precarious position. If you’re concerned about your future with Avaya, don’t wait around to see what long-term options are available to modernize your customer engagement center. more

  • Harnessing the Power of Speech Analytics

    The conversations between your customers and agents contain invaluable insights—if you have the right tools to easily interpret and act on this dialogue. Unfortunately, most organizations waste time manually mining only a subset of customer interaction data, or worse yet, do nothing with it at all. Speech analytics is an incredibly powerful tool for contact center leaders. It easily delivers real-time visibility into the full customer journey and agent responses, which are essential for driving higher customer satisfaction and business success. more

  • Budgeting for BI in 2018

    Is your business ready for Business Intelligence (BI) software? As BI software continues to improve, more businesses are moving to adopt BI sooner rather than later. Before you make that commitment though, it pays to figure out exactly how much money it will cost you to implement. more

  • Gartner Report: Gartner Magic Quadrant for Contact Center Infrastructure, Worldw...

    The 2017 Magic Quadrant provides Gartner’s annual analysis of the contact center infrastructure vendors. The report examines the innovations driving the market and compares vendors based on completeness of vision and ability to execute. more

  • Forrester Report: Artificial Intelligence with the Human Touch

    Artificial intelligence (AI) can’t replicate the human touch, but it can ease your agents’ burden by handling many simple, repetitive requests. A new Forrester Consulting paper offers a look at the strengths and weaknesses of both AI and humans independently, yet how blending them together can give your customers the seamless end-to-end experience they expect. more