What many business owners don't know is that your company's mission statement should serve as a guide when placing content on your blog. Are the two of them aligned or is the blog creator simply writing about things that don't matter to the company? For example, an organization whose mission is to bring about awareness to the issues faced by women should not be posting content on its blog about last night's NBA playoffs. This might seem like an exaggerated example, but I cannot tell you how many times I have seen a company whose blog's content has nothing to do with what's happening inside the organization.
A blog should be a place to toot your company's accomplishments, goals, events, related news stories, etc. If not, then you are misusing and under-utilizing your blog in a way that you may not even be aware that you are. To help you get back on track (it's never too late to turn things around), here are a few things to consider before you write your next blog post:
- What is your organization's mission statement?
- Are your posts focused on accomplishing your company's mission/goals?
- Are you more interested in your potential reach rather than the quality of the message you're sending out?
- Will the blog post serve to promote something related to your company?
- Are you sharing your knowledge and expertise with your readers?