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This is the worst thing you can do with your company blog

I was playing peak-a-boo with my 3 year old recently. You know this game, it’s where you cover your eyes with your hands, then open them like shutters and say ‘peak-a-boo!’ Every time my little boy fell about laughing at this. After watching me do it a few times, he wanted to try it himself and when he covered his eyes he said, ‘can’t see me’, then when he opened his hands he shouted, ‘peak-a-boo!’ This idea of ‘if I can’t see you, you can’t see me’ is so innocent, I love it. I think I’ll actually be sad when he realises one day I can still see him even when his eyes are covered.

This 3 year old mentality can be seen in many company blogs. I’ve lost count of the amount of times I’ve visited a blog to find just one post, dated 8 or so months ago, with a title something like this:

“We are proud to announce the launch of our new website.”

We don’t spend much time looking at our own website. It’s only when we launch a new one we take a good look at it. It’s at this time the discovery is made that it has a blog and, instinctively, a decision is made to write a blog post about the most exciting thing happening in the company at that time – the launch of a new website. And that could be the last time you saw it.

But for new visitors, if it’s the 1st thing they see, they will think your company has nothing to say. It will damage your brand to pretend your blog doesn’t exist. If you’re not committed to posting something every so often, it will do less damage to get rid of it altogether. Don’t be the 3 year old who thinks just because you don’t look at your blog no-one else is.

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