A corporate blog can become the voice of your brand and an effective communication channel. Or it can cause headaches, consume tons of time and budget, and yield zero results. Here are five reasons why you might not need a corporate blog after all.
Reason 1: Lack of Time
Running a blog takes a lot of time. A corporate blog with content published several times a week requires at least one dedicated editor-content manager-coordinator who chases everyone down and pushes them to share material. And let’s face it—nobody wants to share material; they simply don’t have the time for an additional task.
Unlike one-off projects, a blog demands constant attention and regular updates. Employees who hold valuable information would need to dedicate 2 to 5 hours to a single piece of content (gathering information, searching for project data, getting approvals). If you’re not ready to invest that kind of work time from your key staff, don’t bother starting a blog. Haphazard and unpredictable blogging won’t yield results.
Reason 2: No Way to Measure Effectiveness
To determine whether a blog meets its objectives, you need to clearly define goals and the metrics to track.
An in-depth analysis of each published post will reveal whether the topic resonates with readers, whether the content and format engage them, and whether it ultimately drives purchases. This means tracking metrics such as:
- Scroll depth (how many people view the entire post),
- Completion rates (how many readers carefully read the post to the end),
- Bounce rates (visitors who leave within 10–15 seconds),
- Audience loyalty (positive comments or shares).
These metrics collectively indicate the strength of the connection between the reader and the blog (and, by extension, the brand).
If you don’t have analytics in place, clear goals, or someone to monitor these, don’t even start.
Reason 3: Nobody Can Write
Finding an experienced copywriter who writes well and understands business is a real challenge. If they can also analyze performance and handle edits without frustration, they’re a rare gem.
Such rare gems often burn out, change jobs, or demand higher pay. Then you’re back to square one. And if the blog goes dormant while you search for replacements, it’s better not to start at all.
Reason 4: No Understanding of Your Target Audience
Without clear answers to the questions, “Why will people read this?” and “What problems should the blog solve?” it’s impossible to create relevant, engaging content that keeps readers coming back.
If you’re starting a corporate blog “just because” or “because the competition has one,” don’t bother.
Reason 5: Lack of Unique Content
A good blog needs to feel “alive,” with content that sparks interest and doesn’t give the impression that everyone is writing about the same thing.
Of course, most topics you could address have already been covered on various platforms. Absolute originality in every post is tough to achieve, but you can find your unique approach.
By the way, content uniqueness is a top priority for search engines too. So, this factor will also affect your blog’s ability to attract traffic.
But If You’re Still Committed to Blogging, Here Are Some Unconventional Tips:
Tip 1: Treat Your Blog as a Platform for Experiments
Instead of the traditional content strategy focused on SEO and promoting products and services, use the blog as a space for testing hypotheses. Each post can be more than just an article—it can be an experiment to test new ideas.
Some businesses may focus on publishing lead-generating materials, while others may use the blog to share knowledge and experiences.
Tip 2: Think of the Blog as a Dynamic Product, Not a Static Resource
Instead of treating the blog as a digital library that’s periodically updated, transform it into a dynamic resource. Content can take the form of micro-stories, reports, or emotional testimonials (yes, you know what we’re hinting at).
For example:
Title: Step 3: How We’re Improving Customer Service — A Live Update
“We often talk about the importance of customer service, but this time, we decided to show you the updates in real-time. Today, we’re launching a new feature: an interactive chat for quick assistance. Initial feedback has already prompted changes—yesterday we received 35 messages, 8 of which included suggestions we’ve started implementing on the fly. Stay tuned—next week, we’ll share where these first steps take us. We’d love your thoughts and ideas; after all, this is our project together.”
Tip 3: A Blog Can Serve Both External and Internal Audiences
A blog is a platform for building brand awareness—not just among customers, but also internally to strengthen corporate connections.
Involvement in creating blog content can act as a reward or non-monetary motivation: employees who write articles on behalf of the company position themselves as experts and develop their personal brands. In such cases, employees are likely to take the initiative themselves, and content from motivated authors is always more engaging and lively.
A blog can also attract potential hires. Use the platform to talk about life at the company, growth opportunities through “success stories” told in the first person, and the advantages of working in a professional team. Let the blog work for both sales and employer branding.
Tip 4: Use the Blog as a Feedback Tool, Not Just for Promotion
Make it a space for open dialogue with your audience. Use the blog to discuss challenges, share mistakes, and gather ideas from readers. This approach fosters two-way communication.
