Believe it or not, corporate blogs aren’t usually known for their ability to entertain – go figure. If you’re in charge of writing, editing or otherwise maintaining a blog for your organization, you probably know the struggle. Creating interesting content while also toeing the company line is no easy feat.
If this sounds familiar, you’ve probably come down with Boring Business Blog Syndrome (BBBS).
- Poor blog traffic
- High bounce rate
- Low (or no) social media shares
- Dismal average time on page
Luckily, there’s a cure for BBBS, which Doug Lacombe, Communicatto’s president and founder, covered in our Beat Boring Business Blog Syndrome webinar on June 12. Keep reading to discover our top tips for making a full recovery. If you couldn’t make the live event, check out the video recording and webinar slides below.
3 cures for Boring Business Blog Syndrome:
1. Earn your audience
You can’t just blast your organization’s key messages out through your blog and expect your audience to stick around. “Obviously you’re doing this with purpose and you need to say some things, but you need to wrap those things up in what your audience wants to hear,” says Lacombe.
Understanding your target audience and their needs is crucial in order to craft an engaging blog strategy. “There needs to be a payoff for the reader, and that’s really the quid pro quo that allows you to earn your audience,” Lacombe adds.
2. Write for humans, not for corporate
Throughout history, many potentially interesting blog posts have been watered down by approval processes. Unfortunately for CEOs, blog readers aren’t interested in press releases – they want content with personality.
“Your content needs to feature real people doing or saying meaningful things,” says Lacombe. Maintaining a human element is always important – a good interview or quote can do wonders.
3. Measure, measure, measure
When it comes to tracking your progress, Lacombe says it all comes down to the old “measure twice, cut once” ideology. If you’re going to get your leaders on board with a more reader-friendly blog, you’re going to have to come up with data to support your cause. By measuring the engagement of your posts, you’ll begin to notice patterns – maybe your video content is taking off, or maybe your audience loves infographics. Whatever the case may be, use this data to impress your boss and plan out the future of your blog content strategy.
Watch the one-hour webinar: