Corporate blogging as a marketing tool: 3 cardinal error in business

Work better, information as desired! We give you the information you really need and are committed to a better and more ecological working environment. When Book Publisher Best of HR –® with Unique Book Concept and eCourses we offer over 20 years of experience in Corporate Publishing - with Clients like Samsung, Otto, Governmental Institutions. Publisher Simone Janson also heads the Institute Berufebilder Yourweb, which awards scholarships, for example, and belongs one of the top 10 female German bloggers, referenced in ARD, ZEIT, WELT, Wikipedia .
Copyright:  Artwork created as part of a free collaboration with Shutterstock. ,

When it comes to corporate blogging, you can do a lot wrong. Because how does a blog reach its readers, which one does it wish for? What kind of attention does the blog want to generate? Here is the first look at the operator of the blog. And that's where the sticking point of a corporate blog is. corporate blog01

Here writes for you:


Katharina Daniels Best of HR –®Katharina Daniels worked as a journalist and PR consultant for the Focus, manager magazin, ADAC or the German Social Accident Insurance.


From the author:




Just a private diary?

Originally, blogs were mainly operated by private individuals. Many of them are looking for attention and opinion in the big virtual world of their own life feeling and style.

Not a few of them are on the net, they run their blog like a big public diary. Not so long ago I discovered in a blog of a young, self-proclaimed lesbian and apparently very unconventional woman in the midst of her everyday experiences the longing cry “Hello, is someone reading and reading me here ?!”

Themesblog and Acquiseinstrument

Is it a themblog like Best of HR –®on which this post appears? In the foreground tendencies and developments of our professional environment stand, at the same time however also a kind of the elegant acquisition over the contents form - as Simone Janson itself quite bluntly says.

Tip: Text as PDF (please read the instructions!) Download or for a little more Book on the topic with discount or eCourse book. Actions or news via Newsletter!

Through none of her 20 books and other publications, she has garnered so much attention as a writer, consultant and lecturer. In the medium to long term, a variant of the theme blog can also lead to a separate business area: the visitor frequency attracts advertisers.

The 3 cardinal errors of corporate blogging

Or is it one? Company who wants to communicate his messages in this form of the world? Look, that's our product, that's our service. The so-called corporate blog has so far mainly been at the group level. As a rule, the corporation multiplies its message through its employees.

And here are threatening three big pitfalls, if the blog operator magnanimously overlooked them:

  1. The employees are degraded to the jubilation group, which reads already after one or two posts verflixt unauthentic and unbelievable;
  2. The company plays Heile Welt, everything from its business area runs excellently and is unassailable,
  3. As a direct result of the first two cardinal mistakes, the company “prostitutes” its blog into a pure advertising tool.

Corporate Blogs with themed topics

Or is it the special form of a corporate blog, which, so to speak, integrally conveys its identity via the themed rail, its interpretation of the environment in which the operator moves professionally. With the focus on the interpretation of events - free for discussion.

Such blogs are still very hesitant to be found in the business consultants and coaches, including journalists and book authors. In analogy to the group blogs, the trap of (own) advertising lurks here too. Move the selfspiegelUnbrandedly in the foreground - we can do this, we were praised there - this quickly leads to anger among the visitors of the blog.

Tip: Text as PDF (please read the instructions!) Download or for a little more Book on the topic with discount or eCourse book. Actions or news via Newsletter!

It is not the ego that is supposed to carry the message, but the message the ego

Richard Branson, founder of the Virgin group of companies, deals very cleverly with the insight “Not the I should convey the message, but the message the I” in his “leased” blog at LinkedIn: He regularly posts wisdom there and positions himself on events in Economy and society. With an extremely positive response, which I would like to reproduce here in full: “You arguably have one of the best social media feeds on the web, and the fact that the majority of your posts focus on social entrepreneurship, environmental conservation, ending the war on drugs, and encouraging a beautiful version of socially responsible and sustainable capitalism… it hasn't gone unnoticed. Rarely have I seen you use your feeds to directly promote your own businesses, apart from the occasional kudos or highlight of something really cool. Not only this admirable, but it's brilliant executive leadership and has really enabled you to refined the “idea” of what the Virgin brand overall represents into something beautiful, positive and world-changing, making it more than just another brand. Anyhow, just wanted to deliver a little kudos where it's earned. Keep it up! ”

More knowledge - PDF download, eCourse on demand or personal advice

Offline download: Download this text as PDF -  Read usage rights, Because we do not automatically submit the title of this text for privacy reasons: When buying in "interests" the title register if support is needed. After buying text exclusively Download at this URL (please save). Or for a little more directly an entire book or eCourse with this text buy, read on.

3,99 Book now

Read customer feedback and buy a book on this topic at a discount: Do you like this text and want to read more information about it? Buy the right book including this text, buy it here in two languages, as a member even with a 20 percent discount. Would you like to take a look at the book first? You can do this by previewing the book look at and then purchase on the book page.

German edition: ISBN 9783965961340

7,47  Buy directly

English version: ISBN 9783965961357 (Translation notice)

7,47  Buy directly

Your eCourse on Demand: Choose your personal eCourse on this or another desired topic, As a PDF download. Up to 30 lessons with each 4 learning task + final lesson. Please enter the title under "interests". Alternatively, we are happy to put together your course for you or offer you a personal regular eMailCourse including supervision and certificate - all further information!

19,99 Book now

Consultant packages: You want to increase your reach or address applicants as an employer? For these and other topics we offer special Consultant packages (overview) - For example, a personal phone call (price is per hour).

179,99 Book now

You want to comment here? Please the Debate Rules comply, contributions must be unlocked. Your eMailAddress remains secret. More information on the use of your data and how you can counter this can be found in our Privacy Policy.

  1. To follow debate on this post
  2. All debates follow
  1. matsblog

    The 3 cardinal errors of corporate blogging:
    @ still @ SimoneJanson

  2. KrauseSPR

    RT @ma_stollberg: The 3 cardinal error of corporate blogging

  3. ma_stollberg

    The 3 cardinal errors of corporate blogging

  4. SimoneJanson

    Sense and purpose of corporate blogging - Part 3: The 3 cardinal mistakes of corporate blogging

Post a Comment

Your email address will not be published. Required fields are marked with * .

Ja, I would like to be informed about the latest promotions and offers via Newsletter be informed.

I hereby accept the Debate Rules and the Privacy policy with the possibility to contradict the use of my data at any time.