The Dangers of the Corporate Blog

"Start a blog! Your site needs a blog to communicate to customers!"

That's a favorite suggestion among consultants and advice-givers these days. I think this is because many of us have been led to believe that starting and running a blog is as easy typing an email and that if you post it, they will come. Sorry optimists, but that just ain't the case.

A blog can be a powerful brand extension and marketing tool. But before you jump in feet first, consider these important items to remember:

• Before you do anything, does a blog even make sense for you? Is there a need to opine and open this channel to your audiences? If your only reason to start a blog is because it's the "thing to do," just stop right now and spend your time elsewhere.
• A blog is an extension of your brand, and as an extension, it should be consistent with every other marketing effort in look, content, tone, and presentation. Pick a topic that makes sense and one that you know you'll be able to write about over a long period of time.
• People usually do not just stumble upon a new blog. You will need some sort of promotional plan to generate traffic to your new site.
• Give your readers a reason to come back. Opinions, editorials, reviews, etc. are great because it's material they can't get elsewhere.
• Blogs are easy to operate, but that doesn't mean they don't require a time commitment. Make sure you are able to dedicate a portion of your schedule to writing articles.
• Make a decision to enable or disable the commenting on your articles. Remember, if you let people make comments, be prepared to police that material for vulgar or off-color comments.
• Finally, and I cannot stress this enough, DO NOT start a blog if you can't maintain a steady stream of posts. Nothing permanently sends a reader away like a blog that hasn't been updated in 3 months.

Blogs are a serious marketing tool, so treat them as such. They can be a great way to connect to your customers and constituents, but there are many common pitfalls that could turn your blog into a waste of time and effort.