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Your Company Blog is Floundering: Now What?

So you decided to finally get into this whole “blogging” thing – better late than never, right? You’ve selected an eye-catching, user-friendly theme, you’ve optimized all your posts for maximum search engine exposure, and you’ve written dutifully.

But no one’s listening.

Before you give up and chalk blogging up to a fad whose time has come, consider these tips (and examples) to get your company blog back on the right track, and start generating real, meaningful interactions with your customers.

Consistency is Crucial

If you only post a couple of times per month, customers won’t have any serious reason to come back and keep reading. That’s why creating a workable posting schedule is vital to achieving long-term blogging success.

Wegman’s blog highlights not only their products, but also ways to be more sustainable and environmentally-friendly, along with easy recipes, how-to tips and entertaining suggestions. Every couple of days, regular authors post on the site with fresh news and updates that matter to their communities.

wegmans blog

Wegman’s Food Markets highlights new products, recipes and community initiatives on their blog

If you need a little help setting and sticking to a regular schedule when you blog, WordPress’ editorial calendar plugin could be just what you need. You can drag and drop posts to organize them, and edit them from right within the calendar, making it easy to manage a team of guest bloggers or give yourself that reminder kick-in-the-pants that your latest blog post is due tomorrow!

“Boring” is in the Eye of the Beholder

One of the most common “buts” that I hear when consulting with bloggers about improving their websites is that they don’t have anything interesting to write about… that their topic is boring. And if you approach it that way – it will be!

Consider, for example… construction equipment. You see it all the time, sometimes rant at it for making you late for work, but for the people at Caterpillar, you can’t deny that there’s a lot that goes into it:

caterpillar blog

The Caterpillar blog encourages construction industry professionals to comment and contribute

Caterpillar’s blog is set up a bit differently than most, in that it’s a hybrid blog/forum where individual posts are set up like forum threads. Topics range from equipment maintenance in all seasons to areas where Caterpillar’s own products shine – small machines doing big, heavy jobs. There are also management tips, regulations and laws, and even landscaping spotlights – demonstrating that even the most mundane, everyday equipment can have a surprisingly interesting life.

Even if you sell something intangible, like insurance, you can still brainstorm ways to make it exciting – for example, you could talk about:

  • Something unique about the history or origin of your industry
  • People (past or present) who changed your field for better or worse
  • Top 10 questions people have about your service – answered
  • Your Topic’s Alphabet Soup – what do all those terms and acronyms stand for anyway?

Get creative and brainstorm!

Have Meaningful Conversations

One of the main reasons company blogs fail is that when posts sound like they’re coming from a corporate machine instead of a person, people just don’t participate. There’s no personality, no zest, no fun!

Now… ice cream is fun by itself. But get a bunch of fans of the frozen confection together, and introduce new flavors, and you’ve got what Turkey Hill dairy calls “Fan-bassadors”. Just look at some of the 54+ comments on the introduction of a Key Lime Pie flavor:

turkey hill diary

The addition of a limited-time flavor sparks fan-demonium on Turkey Hill’s Ice Cream Journal

To develop these kinds of comments on your own blog, consider ending your post with a question that gets your visitors thinking or offering their opinion. As you start to get more comments, mention some of the more insightful, thought-provoking ones in your email newsletter – along with a link to the commenter’s site.

Chances are, they’ll appreciate the recognition and the spotlight, and may even come back to your post to contribute more thoughts on the topic.

Also, don’t forget to remove any obstacles that could be preventing people from commenting in the first place. This includes, in many cases, content management systems which fail to load, or load so slowly that people simply give up and move on. Also, disable the WordPress setting which requires users to register or login before making a comment – most people won’t do it just to say a few words, and if your blog is that plagued by comment spam, there are other plugins along with WordPress’ default Akismet which can reduce it to virtually nothing.

Incorporate Social Media Highlights

Users who follow your blog may not be aware that you’re also active on social media channels (we’re starting to become as blind to social media icons as we are ad banners!), so why not give blog readers a teaser of what you’re doing on your social media pages as well?

This is another example that Turkey Hill ice cream does very well. Throughout their blog, they also add snippets of their activity on Facebook and other sites:

icecream journal

Although the entry is a blog post, it mainly highlights what’s going on over at the company’s Facebook page and invites users to participate and share their thoughts as well. You can incorporate this idea into your own company blog by showing off what you’ve pinned on Pinterest recently, a question you asked on Twitter, and so on.

This not only encourages interaction and discussion across all your business social channels, but also gets people talking “beyond the blog”.

Have Your Say!

So there you have it – plenty of ways to salvage your corporate blog and make each post clickworthy and shareworthy instead of digitally stagnating. What are some of your favorite company blogs? Share them below in the comments!

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at and download your free web copy tune-up and conversion checklist today!

  1. love the idea of the social media snapshots – I’m definitely going to try that out. I wonder if it would also work with newsletters for encouraging sign-ups

    • I completely agree. I will take that information and incorporate it into my blog into the future.
      Thanks for sharing

  2. Sherice, thanks for your article.

    If your company’s blog is floundering then probably guest posting should help tremendously. Moreover, if you already have a product or a service to offer it should work even better.

    Also, wanted to add to the list anti-spam WP plugins that you mentioned. I use “Invisible Captcha” (it is free) and it is really invisible. All spam just goes into spam or trash folder (as you choose.)

    • Denny Ingwersen Feb 26, 2014 at 8:12 am

      I have had major “bot” problems. I use Akismet with my Word Press site. Is it advisable to use more than one anti-spam plug-in?

      • Hey Denny,

        I don’t know for sure, but I would not use more than 1 antispam plugin at the time.
        One good plugin should be enough ;)

        If you need it really badly to use more than one you may contact plugins’ authors and ask them for the compatibility with other plugins.

        Hope it helps.

  3. As I have recently started blog posting. In term of Guidelines of Blog posting your article is really very good.

  4. I have read more article from here but i must say this one is great article.

  5. Awesome post! Only signed up a few weeks ago, and there seems to be nuggets of gold every few days.

    AND its super easy to leave comments at the end of the post :)


  6. Great article. I would love for anyone who reads this blog to give me feedback on our blog, since we are all bloggers I am sure you will have some great insight. My blog is at Email me your thoughts by using the contact form on our website.

  7. As I am regular blog writer so, I want more likes and comments on my blog and your blog share the lots of information about blog writing that how important is consistency and meaning full conversation. keep sharing the article with lots of guidelines.

  8. I’ve started blogging seriously since 2 years ago. It helps a lot to promote my brand widely. Helpful tips to use the plugins

  9. I am starting to become a regular blogger and I know first hand how difficult it came be to drive engagement. I wasn’t aware that WordPress has plugins to disable the sign-in/out for comments – great tip!
    To further drive engagement I have experimented with polls so readers can click-in their vote. Polls are easy to set up; when composing a new post the “add poll” button will be between the title box and the body-text box.
    Thank you for all of the guidelines about blogging successfully, this was a wonderful read.


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