I spend a lot of time extolling the overall virtues of a blog but it’s important to remember that it has to be done well to be of benefit.
Done badly, a blog can make you and your company look unprofessional, spammy and a poorly educated staff.
A bad blog is not better than no blog at all. In fact, you’d be better off forgetting the whole thing if you don’t have the resources to do it well.
So, here are the most common mistakes and issues that I see on corporate blogs:
Sales pitches instead of useful, informative articles.
Irrelevant or useless content.
Attention-grabbing or alarmist headlines that aren’t backed up by the content.
Errors in spelling and grammar.
Rare or inconsistent posting so the blog looks uncared for.