Every word written in a business blog represents the company behind the blog. Therefore, the business blog’s content must appropriately communicate the company’s overall brand message. The blogger’s tone and content must match the company’s communication strategy. Most importantly, as a business blogger, you should talk less about yourself and more about the company.
Don’t Discuss Insider Information:
While it might be tempting to tip off your loyal blog readers about what’s going on behind the scenes at your company, don’t do it, particularly if you write a business blog for a public company. Not only could revealing insider information open you up to potential litigation, but it could also undermine sales and marketing strategies of the company. It’s like telling someone you’re throwing him or her a surprise party in advance.
Don’t Air Company Grievances:
As a business blogger, it’s highly likely that coworkers will come to you to discuss their problems and frustrations with the company thinking you just might talk about it on the company’s blog. Don’t be tempted. Not only is it bad business practice to air a company’s dirty laundry via a business blog, but it’s also a guaranteed way to get you in trouble and possibly fired.
Don’t Discuss Customers or Clients by Name without Written Permission:
Never mention a client or customer by name unless you have explicit, written permision from them to do so and approval for the specific content that you plan to publish from or about them.
Don’t Just Regurgitate Company Rhetoric:
Nothing makes a business blog less useful and more distasteful than one that seems like it was written by the corporate marketing or human resources department. Leave the jargon and corporate rhetoric for the annual report. Instead, write your business blog to appeal to your customers and keep them coming back for more.
Don’t Ignore Your Readers:
If your readers leave comments or send emails with questions or problems that don’t apply to the content of your blog, don’t ignore them. Send them to the appropriate person or department to handle then follow up with the customer to ensure their question was answered adequately. Additionally, respond to all comments left on your business blog as well as all emails you receive related to it to make your readers feel valued and create a sense of community. This will undoubtedly lead to reader loyalty and customer loyalty.
Don’t Say It if You Don’t Want the Online World to See It:
Once your words are published on a business blog, anyone can access them unless your blog is password protected (which is not recommended for business blogs unless you want to alienate your customers). If you don’t want your words to appear in a Google search, don’t publish them on your blog.
Don’t Forget to Adhere to Company Policies:
You’re still an employee of the company for whom you’re writing a business blog. Your top priority in your role as a business blogger is to meet the company’s needs for the business blog.
Don’t Forget to Cite Sources and Link, Link, Link!:
Business bloggers have just as much responsibility to cite sources and link to sources as personal bloggers. In fact, it’s probably even more important for business bloggers to ensure every citation is made as businesses are typically more susceptible to lawsuits (thanks to the ‘deeper pockets’ mentality) than individuals. Never forget to cover yourself to avoid opening your business up to potential negative publicity, lawsuits or fines. This applies not just to written citations but also the use of images, photos, logos and more that you obtain from a third party source.