8 common mistakes in corporate blogs

Although I'm not an online marketing specialist, my own experience of 7 years with soymimarca's blog, one of the corporate blogs staff branding, encourage me to suggest some ideas to make this path more bearable.

I have seen during these years many mistakes made by improvisation and lack of professionalism, and I've classified and developed them for your company to dodge:

  1. Phantom company syndrome. Not having one or more corporate blogs
  2. Sumo boredom syndrome. Confuse the blog with a company news feed
  3. Dehumanized company syndrome. Not knowing who signs the posts
  4. Headless chicken syndrome. Not having a content strategy
  5. Inbred syndrome. Don't invite outside authors
  6. Shy blog syndrome. Do not share content on social networks
  7. The missing blog syndrome. A little SEO isn't bad, no obsessions
  8. Impatient syndrome. Believing this works in a few weeks

1. Ghost Company Syndrome: Not having one or more corporate blogs

According to the "Employer Branding x-ray of companies in Spain" Eurofirms, just one 42% companies have corporate blogs. A fact as surprising as it is worrying.

If an organization needs to launch a content strategy, you can do it in many ways. But no doubt having a corporate blog is a big help. For a number of reasons:

  • The blog is a "digital home" a place that is under the control of the company and from which it will always be easier to classify and find content, by category, Authors, tags...
  • The blog greatly facilitates employee advocacy's strategy, giving voice to inner talent.
  • Consequence of the above, the blog facilitates the employer branding strategy, attracting external talent.
  • This is an excellent resource for the press, you can find material to complement your items, giving greater visibility to the company.
  • It's a two-way communication resource, that allows any external person to comment on the contents of each post. Let's remember that markets are conversations.
Eurofirms corporate blog
Source: Employer Branding x-ray in Spanish companies / Oct 2017

2. Sumo boredom syndrome. Confusing corporate blogs with news sections of the company

Many companies have chosen to rename the old News Feed, they now call blog. It's only a blog if it's signed, if you support comments and if your reading doesn't require passwords. But I add that the old news sections explained in journalistic writing format bore. And a lot.

Your company has purchased a new machine may be relevant to your customers. Even for your people. But that's better to tell in a newsletter. The goal of a corporate blog is to make its contents rich, Relevant, that add value to people who don't even know the organization and its brands. Attracting (basic principle of inbound marketing).

3. Dehumanized company syndrome. Not knowing who signs the posts

Repeat. This isn't a news feed.. It's an opportunity to reach quality audiences through humanized content. The corporate signature on a blog is equivalent to talking to a bot. I won't get tired of saying that people talk to people, not with companies and brands.

In addition, digitally sign posts by professionals, either inmates or guests, it's a good promotional tool. And so it's part of a personal branding process by driving the personal brand of those professionals.

4. Headless chicken syndrome: Not having a content strategy

What are we talking about this week? Cold sweat. Looks nowhere. No one wants to answer. You read something this morning that could be the germ of a content. The boss doesn't see it.. Neither does the boss..

Having a content strategy on a corporate blog is not that difficult. Categories can be created based on several criteria: targets, Keywords, areas of activity of the organization... For example, the ones in Soymimarca are oriented to different audiences, since the central theme is always personal branding.

Someone specialist SEO (online positioning) I would say that the best category creation strategy is keywords why? because if it's done right (keyword planner) we will use the exact search words of our customers and other stakeholders. In this post, For example, the key word is corporate blogs.

Once we have the categories of the blog, we can think of subcategories. Let's imagine that we have defined 8 Categories, if everyone can shelter 6 Subcategories, we have a total of 48 topics to be addressed. Practically one for each week of the year.

So it's about finding the best author of each subject (internal or external) and assign you responsibility for writing the content, following a pre-approved style guide.

5. Inbred syndrome. Do not invite external authors to corporate blogs

Why a company like Ferrovial, with about 100.000 Employees, you would need to invite external authors to your blog?

ferrovial blog

For me Ferrovial's blog meets the characteristics of an example of corporate blogs. It is positive to invite external authors to enrich the contents. And by the way, achieve greater diffusion by joining several communities (internal and external) in the process.

I was lucky enough to receive an invitation to write there about the value proposition, and the truth is that it was enriching for the Ferrovial community and mine. Win-win.

Elena Arnaiz has created on her blog a section entitled "today it shines" where it invites different authors to create value on personal brand issues, Recruitment,…

6. Shy blog syndrome. Do not share content on social networks

Creating content is already a breakthrough. But the post doesn't move alone. You need to gain exposure, and for this there are free means and means of payment. And most importantly,, to achieve greater engagement and reach it is essential to have the dissemination of employees in their own communities. Not by force, only those who feel the colors and who have the communities and digital skills to do so.

As for ways to promote corporate blogs, here are some alternatives:

  • Share it on social media. Remember, corporate ambassadors and ideally those of the best brand ambassadors - internal and external -.
  • Advertising it on social media (I advise reading the book "How to monetize social media" by Pedro Rojas and María Redondo, -Lid Editorial- where they deal with the issue exhaustively).
  • E-mail marketing.
  • Internal link strategy (Web) to promote content.
  • Press releases.

Some companies are dedicated to "tag" external influencers post their tweets when new content is it a good practice? I speak for myself, it's good practice if they're alluded to in the post, if you don't, it's about pure spam.

7. The missing blog syndrome. A little SEO isn't bad, no obsessions

An online search engine positioning strategy (Seo) can help make content easy to find for those who don't know us.

There are a number of actions that, without obsessing, it's worth considering:

  • Define a keyword by post, make it 100% related to content and category. If it's not forced, it's worth repeating the keyword 4 Or 5 Times.
  • If it's a text blog, keep in mind that short posts aren't as welcome to Google as long, well-structured ones. Some authors speak of 1.200 words as ideal. The SEO by Yoast plugin, a reference for WordPress users, recommends a minimum of 900 Words. In any case, I'm more obsessed with the quality of the content than its quantity, but if you want to tie up all the capes, consider the extent of each post.
  • Some companies have chosen to create their own blog domain for different web. From an SEO point of view it's a mistake, as it involves not taking advantage of the inertia of keyword attraction to a single domain. For example, the URL of Soymimarca's blog is soymimarca.com/blog-personal-branding.
  • Remember to enrich with images, Podcasts, Videos, Infographics... Today we know that these elements facilitate reading and achieve between a 20 and a 50% more visits. In this masterpost (7.000 Words) expert José Facchín explains the keys to the success of his blog, including the use of images and infographics.

8. Impatient syndrome. Believing this works in a few weeks

The expert John Lincoln defines a customer journey of the corporate blogs in four years to achieve its effectiveness.

  • Year 1: create audience
  • Year 2: basic tracking and constant traffic flow
  • Year 3: count visits by thousands, Generating Leads and business
  • Year 4: the blog is already consolidated as a marketing and branding channel

I'm sure you'll come up with more mistakes.. But these are the most blatant I've ever encountered along the way.. Don't stop consulting those who live off this, among those I recommend to José Facchin, Miguel Florido, Claudio Inacio, Ruben Alonso, And Vilma Nunez, among many others.


Photo by Diego Vitali on Unsplash

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