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5 top mistakes of business bloggers
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Many scrapbooking companies do this very effectively,
Mistake #2: Using Anonymous by getting their company’s design teams involved on their
Authors websites, to post projects and challenges, using company
As mentioned above, corporate blogging is a form of products. In effect, the blog becomes a mini scrapbook
conversational marketing. No one wants to have a conversation magazine, offering content created with the company’s
with an invisible, anonymous person. The authors of your products.
corporate blog should blog under their actual identities, even
if it is only a first name and corporate title. Each post should Mistake #5: Getting Too Personal
be tied to a specific author, and each author should have
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“But,” you say, “I thought the whole point of blogs was to
a profile, so the readers know with whom they are having establish a personal relationship with customers.” While this
their “conversation”. Even if the profile is just a photo and a is true, a corporate blog should focus on a company and its
description of their role with the company, it helps people feel products, not on the personal life of whoever is doing the
they are reading something written by an actual person, and blogging. A corporate blog should be professional in content,
not just an anonymous corporate machine. even while being written in a personal voice by identifiable
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authors.
Mistake #3: Infrequent Blogging
The more subscribers your weblog has, the more useful it will This means the content shouldn’t include items like random
be as a marketing tool. Providing regular, frequent content that personal pictures or stories, There should be absolutely,
encourages return visits to the site (and subscriptions so that positively no discussion of political, religious, or charitable
nothing is missed) is a must to build a blog’s audience. And causes unless the issue is an official campaign or position
in the world of blogging, “regular and frequent” means there of the company (such as a breast cancer fundraiser that the
should be new content on the site at least several times a week. company is sponsoring). If it isn’t relevant to scrapbooking,
Five days a week would be even better. The more frequent the the company’s products, or the company’s marketing
content is, the more likely it is that your customers will feel campaigns, it doesn’t belong on a company blog. Extraneous
really engaged with the content, and thus with your company. topics bring with them the far greater possibility of offending
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someone, than a post about “look at our latest pretty patterned
Mistake #4: No Substantial Content paper” does. They aren’t necessary content for a corporate
No, this doesn’t mean that you have to do constant giveaways blog, and the potential downside is far greater than the benefit
on your company’s blog--although that is a great way to build of their inclusion.
traffic and customer loyalty. What it means is that your blog
should be offering content that is more than just a periodically Blogging is a low-cost, high-return tool to use in your
updated billboard or posting of company press releases. marketing efforts.
Done right, it can be very
To really engage customers and build loyalty, a corporate
powerful. But done wrong, it can hurt your
blog’s content should offer something substantial, and of
company more than it helps. Avoid these five
real value and interest to customers: inspiration, how-to, or
mistakes with your corporate blog, and you will be amazed at
information.
the return you get on your marketing investment.
Nancy Nally is a freelance writer and former scrapbook store employee and instructor. Nancy is also the author
of the Scrapbook Update blog, where she covers news and topics of interest to the scrapbook industry. Contact
Nancy at nanally@gmail.com or visit Scrapbook Update at www.scrapbookupdate.com.
72 scrapbook business
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