Hannah Paramore - Why Not To Blog

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  • 1. 
 
 Originally
Published:
 http://www.whatsnextblog.com/archives/2008/09/what_the_world_needs_now_another_ceo_blog_not.asp
 
 10
Reasons
Your
Company
(Destination)
Shouldn’t
Blog
 
 With
alarming
regularity,
most
recently
yesterday,
I
get
inquiries
from
companies
who
want
me
 to
create
a
blog
for
them
–
usually
for
the
CEO.
And
nine
out
of
ten
times,
I
talk
them
out
of
it.
 The
top
10
reasons
I
tell
companies
not
to
blog
are:
 
 1.
The
blogs
most
companies
want
to
create
are
guaranteed
to
join
the
900,999
out
of
 every
million
blogs
with
no
readers.
Why?
They’re
boring.
 
 2.
A
blog
has
to
have
a
personal
voice.
If
you
sound
like
a
corporate
drone,
nobody
will
 read
your
blog.
 
 3.
You
need
original
content.
The
blogosphere
is
too
much
of
an
echo
chamber
already.
 What
can
you
add
that’s
original?
Or
significantly
better
than
anything
else
in
your
 niche.
 
 4.
Blogging
takes
time
–
lots
of
it.
Let’s
even
say
a
CEO
is
a
great
writer,
who
enjoys
 researching
and
crafting
posts.
And
let’s
say
he
or
she
will
write
about
what
people
 want
to
hear
about
and
not
just
write
about
what
the
company
wants
to
say.
And
they
 he/she
is
willing
to
update
a
few
times
a
week.
All
of
that
takes
anywhere
from
two
to
 four
hours
a
post.
 
 5.
You
need
to
read
constantly
to
be
a
good
blogger.
That
includes
blogs,
but
also
 media
outside
the
blogosphere
–
feeds,
forums,
mainstream
media
–
so
you
can
keep
 your
readers
informed
about
your
topics.
 
 6.
A
blog
is
not
a
substitute
for
a
marketing
campaign.
It
is
simply
a
possible
part
of
 corporate
communications.
 
 7.
A
blog
is
not
a
substitute
for
advertising
–
if
you
need
to
fill
a
new
hotel,
or
sell
a
 product
by
a
certain
date,
advertise.
 
 8.
A
blog
is
not
a
quick
fix
–
the
results
come
in
the
long
term,
the
same
way
they
do
 with
PR.
 
 9.
Blogs
are
not
cheap.
A
good
one
requires
skilled
programming
to
set
it
up,
a
 professional
graphic
designer
to
make
it
part
of
your
corporate
identity,
a
talented
and
 dedicated
writer
or
editor,
full‐time.
 
 10.
You
need
to
drive
traffic
to
a
blog.
There
are
many
ways
to
do
that.
All
of
them
 require
time,
effort
and
money.
Ways
to
drive
traffic
to
a
corporate
blog
include:
 (Advertising)
–
on
blogs,
where
you
can
be
incredibly
niche
specific
and
cost‐effective;
 by
buying
Google
keywords;
by
including
your
URL
in
traditional
and
online
advertising.
 (Promotion)
–
you
can
drive
traffic
to
a
blog
with
skillful
promotion
though
other
blogs,
 by
becoming
a
respected
part
of
social
networking
communities
frequented
by
your
 customers;
with
contests,
viral
marketing,
and
the
use
of
a
variety
of
Web
2.0
promotional
 methods
discussed
frequently
here
and
in
other
blogs
that
cover
social
media
marketing.
 124
12th
Avenue
South,
Suite
510
 Nashville,
Tennessee

37203
 paramoreredd.com