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    "title": "How To Avoid Wasting The Potential Of Your Company Blog",
    "description": "Blogging on behalf of your company gives you the unique opportunity to demonstrate...",
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    "url": "http://resources.relevantize.com/blogging/56516-how-to-avoid-wasting-the-potential-of-your-company-blog",
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        "published": "<p><img alt=\"\" src=\"http://www.relevantize.com/avoid_wasting_blog_potential_main.png\" width=\"568\" height=\"237\"></p>\n<p>Blogging on behalf of your company gives you the unique opportunity to demonstrate the personality, knowledge and industry position that your brand embodies. &nbsp;Creating a company blog allows you to communicate with customers and potential clients through a brand new medium while also demonstrating that your business is not solely focused on sales and revenue. However, it is quite easy to squander this opportunity with bad blogging practices that may not be immediately obvious during your initial endeavor into the blogosphere.</p>\n<h3>What&rsquo;s The Harm?</h3>\n<p>In theory, you can write about whatever you like, however you like on your blog; after all, it&rsquo;s your company&rsquo;s distinctive brand that you want to accentuate. But keep in mind that everything from the content you choose to the tone of your writing to the layout of your blog can either positively or negatively influence how the public perceives your company.</p>\n<p>A blog is your chance to share the unique perspective of your company with readers and customers. A well-tuned company blog can do wonders for your brand image, but a careless blog can be quite detrimental. If you don&rsquo;t take care to minimize blogging mistakes, readers will not value your word as greatly. Something as simple as spelling errors or grammatical inconsistencies can turn a potential customer off of your brand, simply because it shows you don&rsquo;t care about the details.</p>\n<p>Additionally, if your blog is not well thought-out or does not offer interesting and relevant content, it will be unlikely to attract a stable audience of returning readers.</p>\n<h3>Common Blog Mistakes You Don&rsquo;t Know You&rsquo;re Making</h3>\n<p>So what are the most common mistakes made by companies new to the world of blogging? Unfortunately, the fact that you have successfully created a blog doesn&rsquo;t necessarily mean you&rsquo;re ready to begin posting content. Before you get started, it&rsquo;s best to do some planning (such as creating a content calendar to visualize your posting schedule) and research into the <a href=\"http://www.uberflip.com/blog/how-to-effectively-manage-your-blog\" target=\"_blank\">best blogging practices</a>. Here are the most frequent blunders made by inexperienced business bloggers:</p>\n<ul><li><b>Copying someone else&rsquo;s tone or voice.</b> The goal of your blog is not to mimic what your competitors have already done; this is your chance to let your individuality and unique brand culture shine through. Being authentic and consistent in your writing is crucial to promoting your specific brand and company ideals.</li>\n<li><b>Sloppy editing or lack of proofreading</b>. Nothing kills your online reputation like an inability to distinguish &lsquo;their&rsquo; from &lsquo;there&rsquo; or &lsquo;who&rsquo; from &lsquo;whom.&rsquo; Although grammar and spelling may not seem as important as the message of the content, poor editorial skills are detrimental to a blog. Improper spelling or incoherent sentences tell your readers that your company either doesn&rsquo;t notice or care about details.</li>\n<li><b>Focusing on product promotion over quality content</b>. Yes, marketing is important; but your company blog is not the place to tout about your products or services. Instead, work on generating content that is interesting to clients and relevant to your industry in a way that positions your company as a reputable source of information.</li>\n<li><b>Blindly abusing SEO practices.</b> Regardless of whether or not it will help with search engine rankings, cramming keywords into your content will not impress your audience. Quality content will bring visitors to your site, but over-the-top attempts at SEO will deter them from ever returning. It&rsquo;s a good idea to use a select number of SEO practices, but this should never involve sacrificing the quality of your content.</li>\n</ul><h3>Good Practices To Keep In Mind</h3>\n<p>Now that you&rsquo;re aware of the most unsavory blog practices that you should avoid, let&rsquo;s focus on what you can do to improve your company blog even more. Here are a few tips for professional business blogs in general:</p>\n<ul><li><strong>Maintain authenticity.</strong> Most of your blog readers will already be interested in your brand, so you don&rsquo;t need to sell yourself or change your image to gain interest.</li>\n<li><strong>Diversify your authors.</strong> Employees from all level of the organization should be encouraged to contribute posts for the company blog; recruiting guest bloggers can also bring new perspectives to your site and ensures you won&rsquo;t run out of fresh ideas.</li>\n<li><strong>Post articles on a regular basis.</strong> Frequent updates will garner more attention for your blog; even loyal customers will lose interest quickly if it seems that your site is inactive. A content calendar is an excellent tool to help you schedule regular posts.</li>\n</ul><p>What are your blogging best-practices? Let us know in the comments!</p>",
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