Blogging for Business

Who’s Writing Your Company Blog?

All too often the job of writing content for the company blog falls to the wrong person. Either the person with the least amount of time takes it on, or the person with the least amount of experience gets volunteered. It’s a common problem. If you’re a small business owner you’ll recognise the first scenario, after all who else is going to write it? And other companies may be in the latter camp, having given the job to the most junior member of staff.

Who’s Voice Is It Anyway?

I come across both situations quite frequently. The problem with the first is that senior management, whatever the size of the company, rarely have time to write a regular blog post. For those start ups, sole traders and micro business owners, there tend to be peaks and troughs – generally indicative of how much other work needs to be done. During quieter times you may be able to keep on top of a weekly or fortnightly post: but when things get busy can you keep the momentum up, and what kind of impression does that give visitors to your site if your latest blog post is several months old?

At this point I should own up to falling into this first camp. My own blog can be sporadic and I fully understand the issues a small business owner has with prioritising content writing like this. In my defensive it is a busman’s holiday, and I’m a terrible control-freak so delegating this job to others is not on the agenda.

However, whatever control-freakery may be at play I do think it’s great when a business owner, MD or other senior manager wants to contribute to the company’s blog. Generally this shows that they understand the importance of building their businesses’ authority and reputation through the blog; sharing their expertise and / or passion; and adding value for their customers.

How To Make Business Blogging Easier

So, what’s the answer? Well in this instance a bit of realism is needed. If time is short you need to find a way to reduce your workload and maybe even delegate some of it to others. First off I would recommend working out a blog strategy and blog calendar so that you have a clear idea of the direction your blog is taking over the next quarter or 6 months. Having identified your blog titles (or at least subjects) for a period of time, you’ll already find the process of writing a little easier: no hours lost wondering what to blog about*.

Even so, writing takes time so look for ways to reduce this too. An obvious option would be to get other members of staff to contribute a blog post, and this is a great way to showcase the expertise and diversity of your team. If you haven’t got a ready-built army of content writers, or need to get the rest of the company onboard consider the following options:

Guest Posts – ask an authority in your field, a supplier, or a loyal customer to contribute a post to your blog. Look at other businesses that offer complementary services, perhaps they may like to align their business with yours and provide a guest post?

Share 3rd Party Resources – search for infographics, videos and slideshares that provide your target audience with interesting and relevant content. Embed these into a post and write a couple of short paragraphs to introduce them. You’re still writing but instead of 700 words you can just write 200.

Educate Your Team – if the problem is that other employees at your company don’t see the value of blogging, it’s time to get them onboard. Get buy-in from the board by explaining the benefits of blogging and how it will help generate income for the company. Ask key people in the team to contribute titles – one way to get them onside is to ask them to write about the most common question or issue that customers ask them about, give them the opportunity to write the definitive answer to the question and refer customers to their post. Garner support by asking for their input rather than nominating titles to them, you can work with them to refine their ideas so that they fit with your overall blog strategy.

Encourage Social Sharing – your team will be more willing to contribute blog posts if they get feedback such as likes, comments and shares from their posts. Put in place a comprehensive system for sharing blog content, and getting everyone in your company involved. Naturally, this will also help your own blogging objectives too.

Ghost Bloggers – great ghost bloggers will get inside your company (and head) to really understand your business and what your customers want from you. They will write content in your voice, closely aligned to your company ethos and culture, ensuring content is written to schedule and freeing up your time.

* If inspiration for blog titles is your problem and you often waste time wondering what to write about, sign up for my weekly Blogging Inspiration email! Every Monday you will receive an idea for a blog post delivered straight to your inbox – all you then have to do is write it…

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