Let’s take a look at a couple more reasons your business blog could be a flop, according to Ben Stephenson.
You have no idea how your blog is supposed to support business objectives and therefore you have no content strategy.
This is one of the biggest mistakes that business owners commit when it comes to their business blogs, I believe. They hear about how blogging has turned around so many businesses and how blogging has increased the revenues of others dramatically so they think, Hey, we should do this ourselves! There is nothing wrong here – except when the understanding is not expanded to how blogs can do something for the business. I assume that the reason you are reading this blog is precisely because you want to understand – and that’s a good thing. So, before you immerse yourself in the blogosphere, make sure that you know what you expect from your blog and how you can achieve that.
You think the IT department should run it.
I particularly liked this reason because I have heard so many business owners say this about blogs. Oh, they’re for IT because it’s a technical issue. Nothing could be more incomplete of a picture! Of course, there is an IT side to it – it makes use of technology! However, just because one is an IT person does not mean that he can blog and that he can make the blog work to the business’s advantage.
Again, the bottom line is in understanding what the business blog can do for you and how you can manipulate it to achieve the results that you want.
Originally posted on March 15, 2008 @ 6:10 am