Let's face it, some blogs are just boring. Blogs aren't white papers. They are stories written by people. Opinions, levity, original ideas, relevant humor, these are things that all humans have, and corporate blogs should be no different. That doesn't mean that it can't be “professional.” None of those attributes disqualify anyone from being seen as an expert; it just means that it should have some life! But how?
Tune Your Tone
Tone is tricky, and corporate blogs have a history of tonal shortcomings. Finding your tone will come from your culture:
- the attitudes of your employees
- the environment of your office
- the creativity of your work
Don't stifle these things. Each of them goes into what makes your company unique and can drive your content strategy. One of the best ways to share that uniqueness is with a company blog.
Craft Your Conversation
In The Corporate Blogging Book, Debbie Weil says there are three Cs of blogging, "be conversational, cogent, and compelling." Blogs should start dialogues with your audience, not force rhetoric down their throats. Caterpillar regularly uses their blog to engage in relevant discussions with their audience. Maintaining a conversational tone is key to avoiding a boring blog. Have some fun — you can have an expert voice and still have a heart. It can be a fancy three-piece suit with a silly tie. Also, don't forget to follow up with audience comments to keep the conversation going. Check out web app company 37 Signals blog.
Be, Befriend, or Buy a Blogger
You have established a tone and crafted the conversation you want to have with your audience, but there is still one more big hurdle. You may be the foremost thinker in the area of international toothpaste distribution, but that doesn't necessarily make you a blogger. If you look to your innerself and don't find a blogger, chances are there is someone capable within your office. It is easier, and smarter, to dictate your ideas to someone who already has a grasp on tone, than to try to "discover" it yourself. If all else fails, hire someone. Finding someone who can succinctly capture the voice of your company, while still being entertaining and conversational is essential to beating the boredom! Are you ready to breathe life into your corporate blog?