Corporate Blogs and how to sink themCompanies are discovering the benefits of communicating with customers through corporate blogs, and are setting them up in ever greater numbers. There are many places now where you can find help in setting up and developing successful blogs – indeed I hope that Better Business Blogging is one of them! However, I have found a dearth of places with practical information on sinking a blog, although the blogosphere seems to be littered with real life examples of dead or dying blogs.

So I decided that it would be good to post some pointers to help those determined to professionally sink their blog. These have been tried and tested by some of the most expert blog “scuttlers” around so, with pens and keyboard at the ready and without further ado, I give you:

1. Don’t focus on any one subject area: keep your readers on their toes by switching between posts on “Thermal Dynamics” and who is likely to win “The X Factor” or American Idol. Maintaining a clear focus on your blog will simply attract readers interested in the subject and encourage high search engine rankings for your relevant keywords. A real “no-no” when trying to kill off your blog.

2. Make sure your Domain name can be misread: ‘Experts Exchange’ may be the name of your blog but you could find that using a domain name of www.expertsexchange.cc results in you attracting readers looking for a very different type of service.

3. Over-optimise your posts: a keyword-optimised post should contain keyword phrases which are keyword attractive to Search Engines but non-keyword-optimised human readers are less likely to wade through keyword-rich blogs with too many keywords which make no sense. (cf. keyword phrases). Related post: “Keywords for keyword addicts

4. Always sign your posts with “Lots of Love”: blogs are intended to be personal, so you can never be too friendly with your readers. Adding “xxx” for kisses adds that additional personal touch that sets you apart from other blogs.

5. Don’t update your Blog: you know that your first post was probably “the best you’ve ever written” or indeed “the best anyone’s ever written”, so don’t pander to your readers’ whims by providing regular information. In any case, youll find that good regular information will only encourage them to come back and recommend your blog others, so stay clear of this potential minefield at all costs.

6. Avoid pictures - in fact avoid anything remotely colourful. Everyone loves pages of plain text and the more austere it is the better, so don’t mess it up with imagery. Ideally steer clear of new paragraphs as well, one long one is more than sufficient – and you’ll also find that punctuation only distracts readers so do away with that too.

7. Cater to a Multilingual audience but do so using an online translation tool. You will find that your blog instantly becomes unintelligible in the target language as well as the original. A clear “Win – Win” situation when it comes to confusing readers and chasing them away.

8. Don’t respond to comments: to be honest, you never meant to allow people to actually leave comments anyway, it was just that you couldn’t find how to disable them. And dont install a spam comment filter either all those “special interest sites” are probably just what the doctor ordered.

9. Calculate your Blog’s ROI – not a bad idea, per se, but once you have gathered everyone’s opinion on how to do it, decided on what criteria really matter and how to measure them and then finally got stuck into the calculations, you will find that you have no time left to post anything of value.

10. Use lots and lots of external advertising – there’s nothing like a good game of “Hunt the Post” on a blog, your corporate readers will love it! So make sure you have multiple AdSense, BlogAds and eMiniMalls on your blog although, if space permits, you might like to squeeze in a post or two. The false dawn of hope that your readers experience when they finally find a post is a joy to behold.

11. Avoid expressing an opinion – there is nothing worse than opinions to get peoples backs up and encourage them to participate on your blog which you will then need to ignore at all costs to dampen the debate. You may find that sharing information carries these same risks as it opens the door for dialogue and discussion, so avoid at all costs.

With these 11 key rules in place, you will be well on your way to creating a blog which is certainly unattractive and hopefully will not be around long enough to gain any visibility for your company in the market. So cast off and bon voyage!

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