If you’re business blogging and get stuck on what to post, don’t fall into the trap of repurposing your whitepapers or press releases. Don’t get me wrong, I’m not saying you shouldn’t post those things, in fact quite the opposite.
Press releases showcase what you’re doing. Whitepapers showcase how you’re doing it. That’s good stuff!
But if you simply dump the press release into a blog entry, what’s the value? Why wouldn’t your users simply head to the press center area of your site. But if you wrap that press release with your own personal interpretation, additional background information, or funny behind-the-scenes stories you have something more valuable to your readers than just the press release itself.
Remember: If your users can get the same content on your blog from another source why would they bother with your blog?