A guide to teaching your executives to write like humans

CEO blogs can lead to big returns. The trick is teaching your boss to write like a human, not a business school robot. Here’s how you can do it.

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Far too often, the CEO blog is bogged down with jargon and corporate speak about “optimizing” this or “cutting-edge” that and creating a “user experience” that’s “best of breed.”


Blogging by the boss is a great a tool for sales, marketing, and branding. Research from HubSpot, the marketing software company, found that companies with blogs draw 55 percent more visitors than those without. Luring more visitors offers more opportunities to create customers. And companies that blog also had almost 100 percent more inbound links and more than 400 percent more indexed pages than their blog-less peers.

But we’ve all read corporate blogs that are sleep-inducing blocks of text. Or that sound as if a robot wrote them.

The secret to the best CEO blogs is this: They sound like a human actually wrote them. They write about real life and the joys, let downs, mistakes, and successes that come with it. Risky? Maybe. But it’s real.

Here are three examples of CEO blogs that meet this criteria.

Marriott on the Move, by Bill Marriott

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