adam vincenzini

Corporate blogging narcissism: Tips on how to avoid it

Yesterday, a post was featured on this blog which looked at the biggest mistake made on corporate blogs.

The consensus was that excessive self-chatter about yourself was the biggest thing to avoid.

Now while that seems like common sense to some, to others it is a difficult concept to grasp.

Even if you do grasp it, what can you actually do to address it?

And, what proof exists that this approach works?

Well, let’s dig in a see what we come up with…

Why people visit a blog

I found this great list at that suggests why people visit blogs, and it boils downs to ‘needs’ and ‘wants’.

Blog visitors may be looking for/need:

  • Information about people, places, things or services
  • Opinions and/or reviews of people, places, things or services
  • Like-minded people who share common interests and beliefs
  • Funny, sad, provocative news about people, places, things or services
  • Tutorials that teach them how to do stuff

Blog visitors may want:

  • To be entertained
  • To be re-affirmed in their beliefs
  • To be helpful
  • To be confronted
  • To be enlightened

This leads to a clever content creation technique call The Visitor Grid which is well worth a read.

The takeaway: It is hard to do these things if you ONLY talk about yourself. Sure, you’ll have some experiences and insights of your own, but the collective thoughts of others is much more powerful and compelling proposition.

What should you talk about then?

This entirely depends on your niche, but I love the sentiment from Joanne Jacobs from part one of this series on corporate blogging:

“Acknowledge the work of commentators from outside the organisation.”

That’s a great a start.

Some other things you can do include:

  • Invite people from other organisations to guest post on your blog
  • Extend upon the thoughts generated by others (add value to their content)
  • Share links from other sources on your blog / channels
  • Take comments made on your blog and use them to shape the content you produce
  • Don’t finish posts with blatant sales messages – a blog post is not a transactional affair
  • Ask for views, opinions and analysis from your readers – invite interaction and involvement
  • Provide your readers with insight and analysis that is useful
  • Create a post about the top posts from the bloggers in your niche

Now, before I link through to some great resources about corporate blogging, what else would you add to this list?

How else can you put the needs / wants of your readers?


Related links: is the blog from Adam Vincenzini which focuses on social media and PR. Connect with Adam on Twitter or subscribe to his blog

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