Personal vs Corporate Blogging

This is a guest post by Dan Stevens, content manager for KeywordShack.

After reading the a guest blog post on Kikolani by Peter Garety, which discusses ways of overcoming discouragement in blogging, I couldn’t just move on with the days assignments without expressing some of my own take on the issue. I work as the company blog manager for the KeywordShack SEM blog, in addition to being an Internet junkie with a personal blog (which I’d rather keep personal, for that’s what it is :P). That is why I feel safe enough to claim that there is a world of difference between personal and official/corporate blogging, and this manifests itself in the discouragement Peter writes about.

Both the discouragement and the methods of dealing with it are somewhat different when the blogger is responsible for managing an official company blog. It is not as if such a blogger can just give up and quit – there is a lot more on the line than just that blog.

When it Comes to Corporate Blogs

Corporate blog managers get discouraged, disappointed, worn out and worn down just like any other blogger might – not necessarily in that order. The methods Peter proposes for dealing with all of the above are great for personal blogging, but when it comes to professional company blogging, not all of them apply. It is very important to make that as clear as possible for the sake of anyone who is considering crossing over to the corporate side of the blogosphere.

Personal reasons for blogger discouragement are irrelevant in the case of a company blog. That doesn’t necessarily mean that taking a break from blogging – it is not an option – it is just a matter of finding the right co-worker who is both able and willing to replace you while you recharge your batteries, so to speak.

However, if the blog itself is the reason this is something that requires serious discussion with the management and reconsideration. Maybe your vision of what the official blog should look and feel like is not in line with the company’s official stand on the matter. In that case you either compromise and keep doing it regardless of your personal dissatisfaction, or you quit it altogether. But on a brighter note, it is always possible that you might actually convince the management that your stand on the matter is worth a shot and get the OK to make that blog what you believe it should be.

That, in fact, would be the way to get excited about blogging again. But since the above is pretty rare in the world of official company blogging, the best way to maintain the mental energy levels needed for efficient corporate blogging has everything to do with community. I mean let’s be honest with ourselves – how many times have you managed to convince your boss that your way is the way to go on company-wide issues?

Valuable Feedback

Community feedback is crucial and I can not stress that enough. Feedback from your co-workers is invaluable and their input and ideas should not be ignored. Brainstorming with your peers from other departments will give you, as a blogger, both the insight and the muse that you need to write engaging, informative content and to remain engaged and interested yourself in company developments on various aspects.

In addition, blogger outreach proves priceless for many company bloggers. Feedback from fellow corporate blog managers can go a long way in optimization, content, usability and design. Building up a supportive relationship with other bloggers which is based on contribution, healthy discussion and dissemination of ideas will definitely prove itself worth the effort when facing what I like to call blogger’s block.

Benefits of Guest Posts

Guest posts contributed by fellow bloggers will take the load off when you’ve got other matters to attend to at work. This is practically always the case because most official company bloggers have other company responsibilities parallel to blog management. Moreover, active and productive participation in the blogosphere is important when it comes to optimization and traffic generation.

Active Readers

Content is nothing when it isn’t read, and an active readership that is comprised of bloggers among others will serve you well in spreading your content across the web to other interested parties. Incoming links from fellow bloggers, either reciprocal or one sided, will eventually generate both direct and indirect traffic via core and residual link value. I will not go into the details of link-profile significance, but I will mention in brief that the more incoming links of high trust and authority you receive, the better you’re off in terms of search engine result ranking and incoming traffic.

To Summarize

To make a long story short, corporate blogging differs from personal blogging in the degree of freedom one has as a blogger. No one is immune to blogger discouragement and its negative effects on both blogging experience and blog quality, but when it comes to official company blogging community ties and peer feedback are far more important to getting over that discouragement hurdle.

Your Feedback

Are you a corporate blogger? What ways do you get past discouragement when it encroaches upon blogging in your day job?

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Comments

  1. says

    Every once in a while I will write articles for my small business corporate blog, and of course I update my personal blog daily. One of the new things I’m doing is finding ways to time my articles between both blogs and how I release those articles, it seems to be doing very well and it’s increasing our fan base on both sides.

    Excellent post.
    Extreme John just posted 22 Things About Me You May or May Not Know

  2. says

    Corporate blogging do have lots of difference with personal blogging. For people who do corporate blogging, they should be ready to answer all incoming comments to their blog articles. May it be a negative one or a positive one. Corporate blogs serves as a good medium for the company to the consumer or vice versa.
    Ron Leyba just posted Pacquiao vs Margarito Live Stream

  3. says

    Hi Dan – I started a company blog awhile after I had been blogging, and while I don’t get discouraged, I do take a lot more time to develop content for it, and that leads to doubt. So one of the things I have to work on for my company blog is creating a content strategy and writing shorter posts well in advance, so that there will always be something (still working on this; not there yet).
    Tia just posted 5 Ways to Improve Blog Readership With Simple Design Changes

  4. says

    I’d actually contest that there’s a third type of blog for somewhere in between corporate and personal. Like my blog compliments my web design services, because it provides WordPress tutorials, but I don’t answer to anyone about how it looks or runs, but there needs to be a certain level of professionalism and expectation for my readers.
    Dave just posted How to Create- Format and Fine-Tune a Post in WordPress

      • says

        @ Dave&Hesham:
        I can’t agree more, guys. I wasn’t trying to say that blogging is a binary occupation – either personal or professional/corporate. It is a scalable distinction, and any given blog ranks differently on that scale; some closer to the personal end, and others closer to the formal/corporate end of this spectrum.
        With multi-contributor blogs it all tends to be a bit more complicated, with every author posting content in his own style. Many official company blogs are exactly that – multi author blogs.
        That said, the far ends of this scale, as far as I see, are the characteristics of “personal” and “official/corporate” (we might as well call it “impersonal” for the sake of this argument) blogging.
        Dan just posted Google Previews – Exciting New Developments

  5. says

    Hi Dan,
    Having recently started blogging for my company as well as having a personal blog myself, I truly appreciate the difference between corporate and personal blogs. I’ll pick personal blogging any day any time! I find that corporate blogging calls for a lot of research and professionalism which at times can be discouraging and lead to writers block (I’ve had a number of them myself). As opposed to a personal blog which as the name implies, is personal. Funny enough my personal blog isn’t that personal as it still talks about SEO but it’s from my POV. I can say whatever I want to say and however I want to say it, but with my company blog I have to be careful about what I say and how I say it. I have to carry out research and more research to confirm my sources.

    Bottom line, corporate blogging is hard! And I’m still looking for ways to overcome the discouragement and writer’s block…
    Tola just posted Learning SEO and Things You Should Know

  6. Kevin says

    Guest blogging sounds intimidating. But at the same time, I have heard so much about it and it’s advantages. I guess it’s just one of those things that you have to do to realize it’s not that hard.
    Kevin just posted Should You Get Your Ex Back

  7. says

    Hi Kevin,
    Writing for another blog is a bit different, mostly because your text will be critically assessed and perhaps even edited, but I personally think that it is far from being an intimidating experience. Worst case scenario – your post will not be published. Probable case scenario – you will receive some constructive criticism, learn a thing or two and try to implement that with a revision, developing your writing skills in the process.
    Dan just posted BlogEngage Guest Blogger Contest Wrap-Up

  8. says

    I blog on my corporate blog and you don’t have the flexibility you have on your personal blog. You have to keep a certain voice and language when representing your company. It’s not that hard to write for a corporate blog, it’s just a little different.

  9. says

    Dan

    I think the one factor which discourages people to blog is lack of readership. In those times, I think it makes sense to get slightly more aggressive with your frequency of blogging and marketing it. I have seen that whenever I do not market a blog post, it automatically reduces my blog viewership to an extent.

    Also, (off topic) where exactly would you put Kikolani? Is it a personal blog or a corporate blog? I really don’t think it fits into either category does it? :D
    Siddharth Goyal just posted Facebook Mail- Possible Gmail Killer

  10. says

    Hi Siddharth,
    I think that lack of readership is A factor, rather than THE factor behind blogger discouragement. Imagine your blog having a decent traffic traction, but absolutely no comments, for instance. Marketing is always advisable – it can never hurt.
    And as for your “off topic” question – it’s as “on topic” as can be. I refer you to the short comment correspondence between Dave, Hesham and myself :)
    Thanks for taking the time to leave a comment.
    Dan
    Dan just posted BlogEngage Guest Blogger Contest Wrap-Up