Slightly provocative title, but of late I've been churning my way through a lot of blog pages on companies websites and it seems like the most popular topic is "we had a company day out" closely followed by "we did something for charity", "we hired a new manager" and "look at our shiny new office". Whilst it's laudible that these organisations are at least trying to get some fresh content up on their websites on a regular basis, it's clear that in most cases they are scrabbling around at the bottom of the barrel for something to write about.
The trouble is, nobody really cares about your new office, sponsored walk or the new goldfish in accounts. The people browsing your website - your prospective customers - want to know whether you can help, how you can help and who might be helping them if they pick up the phone. The best read articles on your blog will always be the ones that demonstrate the knowledge within your organisation and they are also the ones that are most likely to lead to new business for your firm.
It's similar with company twitter feeds, lots of tweets about Janine from marketing's birthday cake or Pete from admin's new dog; lots of links to stories on the BBC website (why would you redirect your traffic to someone elses site!?!) and the very occasional glimpse of an expert opinion - but very little that is going to make someone choose you as a business partner or supplier.
You can't really blame the marketing department! In most cases they have probably tried quite hard to get one of their fee earners to write something, but fee earners are there to clock the billable hours, and writing a well thought out blog post takes a lot of time.
Ghostwritten content could be a solution, but even the best of writers will struggle to write convincingly with the voice of a senior litigator or someone with 25 years of M&A experience. In the end, to have a succesful company blog, you are going to have to find a way to get your experts showcasing their knowledge, voicing their opinions and sharing their insights on what is important to your future clients....
....Passle might just be that way!