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What do you write about in a corporate blog? Which subjects are appropriate?

Almost all of them. Don’t believe it?

If you have a personal blog, or you read personal blogs, you know that the subjects run the gamut from opinions about social issues, to complaints about spouses, bosses or friends, to silliness like memes and altered photographs. A corporate blog is different, though, because even if you’re the sole owner of your business, the blog doesn’t represent you, it represents your business. Yet you can still write about almost anything you would in a personal blog. But the tone must be different.

While your personal blog might be a great place to vent with abandon about your spouse’s snoring, for instance, the whining is best left out of a corporate blog post. But there’s no reason your spouse’s snoring can’t be the springboard for a great little article. You won’t want to type, “The %#@#%#%@@ snoring is killing me, srsly,” as might be more appropriate for a personal blog. But a lead in about your spouse’s annoying snoring to a post about life’s little annoyances, or about how we need to overlook the little flaws in the people we love, those would be topics more appropriate for a corporate blog post.

You’re trying to connect with your readers. And being annoyed by snoring, tailgating or loud chewing are universal annoyances-your readers will empathize with you immediately. And that will lead your readers to follow you to your next ideas. And will keep them coming back.

Some blogs have huge followings by doing nothing more than reviewing new techno-gadgets, or analyzing recipes. But many corporate blogs cover things from new product releases, new services, general information about the types of products they carry, philosophies of the company and owner, current events, and appeals for reader feedback or reader participation in campaigns like charities or petition-signings. And often, just general posts, with lead-ins like the annoyance of a snoring spouse, make a corporate blog popular.

Subjects to Avoid

While almost all subjects can be turned into a great corporate blog post, you do have to exercise more care than you might with a personal blog. The last thing you want to do, after all, is to work hard for a good search engine ranking and then bore or alienate the readers you’ve worked so hard to attract.

Don’t Alienate Them: A corporate blog could be considered a dinner party where everyone tries to stay polite. Some subjects like religion, politics or sex might be fascinating, but they can also cause a lot of conflict. Save these for your personal musings.

Don’t Bore Them: The fastest way to turn a reader off is by making every post about a product or service you’re selling. They didn’t come for a commercial, they came for information. You can still promote products and services, just occasionally. Make the bulk of posts informative, entertaining and engaging while focusing on something other than sales.

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