Posts Tagged ‘image transfer’

3 Useful Corporate Blogging Tips

April 29, 2010

Some corporate blogs engage employees. Some corporate blogs inform and entertain. And some don’t really do anything. So here are three things not to do when writing corporate blog copy. For those of you who are new to the subject, here is a mildly helpful overview http://bit.ly/5oJvO6. I say mildly because the blogging industry seems to have a revolution every month. Here are three things not to include in your corporate blog.

3. Do not write obvious advertising copy on your corporate blog. Writing about the real value of a service is different than announcing a 10% off sale. Advertisements and corporate blogs have different messages. Your blog may sell soap, but don’t make it obvious. Here is a post from the Dell corporate blog, “I luv my Inspiron D530S. It works so smoothly without any prob. I have been using it for the last 5 yrs & it has never had even the smallest of hitches.” hmmmm, okay, so, ummmm, why didn’t this satisfied customer spell out the word “love”? I mean come on, it’s only one more letter.

2. Celebrity gossip and corporate blogs are completely different. I admit, however, that if Britney Spears were to come into my office, I would probably blog about it. This is a slippery slope that crosses into the spamming for keyword hits/image transfer for credibility realm. So for a company like Disney, who I’m sure has many celebrities in its parks daily, why do people want to read that Tiny Fey was caught on a date with Goofy http://bit.ly/bxSG3m. Okay, I admit I would probably click on the headline “Tina Fey Caught Cheating on Husband with Goofy.” But again, celebrity sightings and gossip: one thing. Corporate blogging: another. Well… wait a minute. Celebrity name tags push blogs up to the top of web searches. I am now adding Tina Fey as a tag for this blog post. Hypocrite?

1. Do not write as if you are the best company on earth, even if you are. Most people do not what to be told what to think. I know this rule gets broken every 3.54 milliseconds these days, but still, I still have faith in the average mind. A journalism professor once told me to “show her, not tell her.” Of course this means laying out the facts or feature or story, or whatever the communication shop figured should go on the Tuesday morning write board slot, and then allowing people to come to their own conclusions. If you are a good writer, you don’t have to tell people what to think about your copy. It’s like explaining a punchline, it ruins the joke.  I know it can be hard to resist telling them what you want them to think, but don’t. Just stand back, take a deep breath, and have faith that people will figure it out. Your audience will love you for it.

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