If until now we have talked about what exactly we need to do and especially what topics we should address on the company's website, today we decided to try a new approach and see what exactly we should not post on this page. Because many things are not what they seem, and certain elements found on the site or blog can do us more harm than good, we have compiled a short list of the most frequent mistakes we have noticed so far.
1. The company and only the company. Yes, many misunderstand the idea of a company blog and focus their posts solely on promoting the company and advertising it. Wrong. A blog must contain quality information, educate and inform readers about the respective industry, the field, and market news.
2. Selling at any cost. The purpose of the blog is to attract a potential client, educate them, and spark their interest. Its goal is not to make an immediate sale, thus driving away the other 99.9% of visitors who come to the site.
3. Ignoring the sale. Sometimes a blog author completely forgets the main purpose of the blog’s existence, which is to attract the client to the site and towards the product. This is an overcorrection of the mistake mentioned above. If in one case we focus too much on selling, now we completely forget it. The blog must be subtle, suggest an idea without stating it directly, and be as attractive as possible so that the company’s products and services are also attractive.
4. Saying too much. Sometimes we forget that we are writing a blog article and stretch it over several pages in an attempt to be as interesting as possible. Wrong again. First, because very long articles are hard to read, and second, because we should not say everything from the start. Visitors must be convinced to come back to the site, to return to read the continuation or to find out more details. We don’t give everything on a silver platter. It’s about mutual interest.
5. Poor quality content. In the rush to have a populated blog that attracts as much audience as possible, many authors decide to publish weaker articles that do not add value but only fill space on the blog. Quality content is what matters and what attracts people to return. The impression we leave through poor-quality content can hardly be erased, and visitors will not come back to see if you have started writing better or not. The expression "Less but better" can be successfully applied here as well.
6. Grammar mistakes. Although it may seem exaggerated, due to haste, carelessness, or – even worse – ignorance, expression errors or grammatical mistakes sometimes slip into articles. If it happens rarely or very rarely, it is somewhat normal. However, if the problem persists and errors are not corrected, it strongly negatively affects the image of the blog and the company. The solution would be to reread the article after a few hours or a day after writing it or, where possible, to send it to a colleague/friend to read and correct it.
7. Nostalgia. If we focus on the past, on a romanticized, sweetened, and too beautiful (or embellished) version of the company’s history, development, and evolution, we risk distancing ourselves too much from the audience. People will not feel connected to such a company and will not be interested in returning. Focus on the present and future, on reality and the pragmatic side of the business, not on romantic stories.
These are just a few of the things we must avoid on the company blog if we want to gain the recognition and audience we desire. The ideas apply, with some considerations, also to personal blogs, where other mistakes appear, which we will discuss on another occasion.
