Most companies are pretty boring.  Most company blogs are pretty boring.  And you guessed it, most companies that blog spend way too much time blogging about themselves.  So how do you excite readers?  By finding your blog's 'bigger idea'.

A big mistake that many businesses make when they launch a blog is that they position it as a promotional tool.  Instead, most blogs function much better if they cover a larger area, such as an industry that the company operates within, or its relevant subject matter.  Instead of blogging about your company's pet grooming products, why not blog about how to properly groom your pet?  Instead of blogging about your listings on your realty blog, why not blog about 10 Questions You Must Answer Before Buying Your New Home? 

The idea is to create value for your readers by educating them and creating informative content.  Instead of focusing that education on your company and its offerings, find your company's 'bigger idea', and blog about that.  The idea is to provide value and education for your readers, and as a byproduct, this helps not only create value for your readers, but it also helps establish your expertise.  Which would you rather read about, a blog that focuses on the running shoes that a company sells, or a blog that focuses on running? 

Find the 'bigger idea' for your blog.  It will make your blog more interesting to your readers, and it will help you promote your company.


January 7, 2009

Mack Collier is a social media consultant, trainer and speaker. He has been actively immersed in social media since 2005, and in that time, has helped advise, teach and consult with businesses of all shapes and sizes on how they can better connect with their customers via these amazing tools and sites. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is "Don't focus on the tools, focus on the connections that the tools help facilitate." His goal is to help his clients create those connections with their customers, and nuture them into relationships that help grow their bottom line.

His social media 'homebase' is The Viral Garden, which in 3 years time Mack has grown into an influential marketing/social media blog with a monthly readership of over 175,000. He is also a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix, and small business blog Search Engine Guide. His writings have been referenced in several mainstream publications and websites, including The Washington Post,, Ad Age, CNET, and The Boston Globe.

Mack is also a requested speaker and has presented at some of the top social media conferences and events, including South By Southwest Interactive, Marketing Profs Digital Marketing Mixer, and Small Business Marketing Unleashed. He is also passionate about teaching companies how to use social media sites and tools more effectively, and offers training and seminars privately to companies, in addition to his public speaking schedule.

You can learn more information about Mack's social media training and consulting services here. If you need a social media speaker for your event, or want to know where Mack will be speaking next, click here. If you want to email Mack, click here.

Mack wrote this bio. The third-person thingie is just for fun.


I TOTALLY AGREE! It seems a lot of companies are launching blog just for the sake of having one, and all they do it talk about themselves. Snoore. However, there are some great company blogs that are about their products, like LinkedIn for example. I realy enjoying reading "whats new" there.

I really do think you have to determine your strategy - will our blog be used to highlight company news/updates/enhancements or will it provide thought leadership to gain new prospects? Many times companies mix both, but the end result isn't so spectacular.

Again, great article, I'm glad someone had the guts to come out and same most company blogs are lame haha! I think companies just don't realize what makes great blogs so great; not promotional, providing interesting content that provides value to their target audience, and updated often, among many others.

I totally agree as well. While I do read company blogs, I find the ones that actually talk about something other than their products more interesting. Our company (website development) developed and maintains a community blog that is all about our small business community, local news and our entrepreneurs. We don't emphasize our goods or services, nor do we sell anything. It's not about our company, but about our community and "other" small business owners". We have received much positive feedback and while it's been good for business, that is not what it's all about.

Speaking from the other side of the coin.. Yes I have included some other items in my blog, not just trying to sell our product, but too include articles and such. You are so right.. Most people will go on instead of stay with and read a long boring blog.

I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.


This advice is spot-on not only for businesses selling a product but especially for those who sell a service. Everyone would rather read about how you can solve a problem for them than hear you ramble on about yourself any day. I have tried to follow your advice, and my clients and friends are enjoying my blog. I am very new to this, and don't know how to get my blog noticed outside this small circle. Any suggestions on how to launch this thing?

Hi Carol,

If it's any consolation, you are not alone! I have found writing multiple articles around my blog topic and submitting them to article directories such as and works in driving traffic. Once you have say 5 -10 articles published and you craft a good bio with links back to your blog the amount of visitors will start to climb.

Good luck......

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Search Engine Guide > Mack Collier > Find Your Blog's 'Bigger Idea'