Because at least a two-legged dog makes noise as it drags its butt across the carpet.
You think I'm joking?
I'm dead serious.
Noise is the difference.
Most business blogs simply don't generate much noise, either by themselves or with the aid of their readers.
How many corporate blogs - official company blogs - do you read regularly?
If your answer is greater than 5, congratulations. You're a rare (ahem) breed.
Long gone are the days when you could make heads turn just by saying, "We've got a business blog." That's so far past jumping the shark it's not funny. It's like pouring a gallon of meh all over yourself.
Why are most company blogs stuck in the land of the lame?
1. They don't know how to get up and make noise. OR ...
2. They don't want to. OR ...
3. They just don't care.
How to cure corporate blog lameness:
1. Start caring about making your blog a noisemaker instead of a sleeping pill.
2. Learn how to make noise in the right places.
Next week I'll tell you how to get any business blog off its lame butt, grow two more legs and lumber out the door, barking up a storm throughout the whole neighborhood.
Woof.