---
title: 3 mistakes to avoid when running a professional blog
description: Keeping a company blog costs time and money. Avoid the most common mistakes to make it really effective.
---

[Super Agency Blog](https://inbound.lasuperagence.com/en/blog-agency)

# [3 mistakes to avoid when running a professional blog](https://inbound.lasuperagence.com/en/blog-agency/erreurs-blog-entreprise)

 Written by [Guillaume Vigneron](https://inbound.lasuperagence.com/en/blog-agency/author/guillaume-vigneron) | Sep 29, 2021 11:35:34 AM

Why do we keep a company blog? Owning a blog seems to be a must for most professional websites but what is the purpose? 

How do those who run them justify their **real added value** related to time spent on them? 

 

###### Developing a blog can quickly become a headache if certain goals and guidelines are not defined beforehand!

Weblogs, especially if they are run in a ['Inbound Marketing](https://inbound.lasuperagence.com/blog/understand-inbound-marketing-and-start) approach, are an extremely useful tool for **attracting visitors** and converting leads.

However, a large proportion of them are simply a waste of time and as such, prove to be a poor investment.

Here are three pitfalls to avoid so that your blog is not a waste of time :

### 1 - Don't have a clearly defined goal

A corporate blog **must meet an objective**, worked out with the marketing teams and ideally with other departments. This objective is threefold:

**- highlight expertise**

**- strengthen the brand**

**- provide content to social media**

These are three basic reasons to run a business blog. If [the articles you publish](https://inbound.lasuperagence.com/blog/7-steps-to-write-your-best-blog-article) don't meet these requirements, you need to rewrite them. 

On the other hand, here are three bad reasons to blog for you

**- because competitors are doing it!**

**- because you were told it was good for the [SEO](https://inbound.lasuperagence.com/astuces-seo-2020)**

**- because having a blog flatters the ego of management**

In and of themselves, these motivations are not completely absurd, including the last one!

If your competitors are blogging, it's probably because they've realized that it's a powerful tool for [converting leads](https://inbound.lasuperagence.com/blog/35-super-idees-of-content-to-pull-leads).

Also, a regularly updated blog serves the **natural referencing of the site** well, and thus can more easily attract potential customers.

Finally, it's a good thing that the blog appeals to your management. Because by proving to them that it can also bring in **qualified leads**, they'll be more inclined to increase your [Content Marketing](https://inbound.lasuperagence.com/blog/why-you-really-should-be-interested-in-content-marketing) budgets!

### 2 - Don't consider brand meaning

Even if your blog is an exception and you know exactly why you're keeping it, it's still all too likely that it doesn't have enough **link to your own brand**.

The explanation lies in the fact that a majority of companies, especially smaller ones, have not yet clearly defined their own brand. Difficult in these conditions to convey it in the blog!

###### Your content is unique and your job is to make it unique to readers!

Because of this, there will be no recurring theme that matches the brand's strengths, so little **consistency**.

The blog will ultimately be a collection of disparate posts, pointing in many directions and unable to send a clear signal.

Think about **including specific elements of your brand** in each of your posts so that they don't look like any other (and especially not your competitors'!)

 

### 3 - Do not address the right audience

Weblogs are **frequent on B2B sites**, especially those offering services to professionals - law, accounting, consulting, marketing, IT, etc.

> If these companies know what they're doing, they should be able to easily tell who their target audience is.

Or too often their blog posts have little to do with **the interests of that audience**, which can be defined through the [personas](https://inbound.lasuperagence.com/blog/inbound-marketing-identify-your-buyer-persona-in-five-questions).

So it's a good idea to ask yourself **"Who am I really talking to when I write this?"**

This should be the first question you ask yourself before you bend over your keyboard.

In summary, remember these three simple questions before you start blogging.

- *What is the goal?*

- *Do I really understand what my brand is about?*

- *Will my ideal target audience be interested in what I write?*

You are better equipped to launch your corporate blog now !

[View full post](https://inbound.lasuperagence.com/en/blog-agency/erreurs-blog-entreprise)

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