Book Excerpt

Excerpt from Chapter 10:  

The Most Common Questions about Corporate Blogging

How Often Should We Blog ?

born to blogThroughout this book, we emphasize the importance of consistency. Consistency contributes to search engine optimization (SEO) value, builds a loyal readership, and helps you improve as a communicator.

The amount of blogging appropriate for your business depends on your strategy. For example, a company that creates a lot of research and has to put a lot of effort into long and detailed posts might create just one major post per month. A small business featuring new craft ideas might blog once a week. A B2B company introducing many new high-tech solutions might create content a couple of times a week. A company that is curating content across an industry by summarizing major news events might provide this service every day. Some media companies post multiple times each day.

In general, as long as you are providing relevant, interesting, timely, and entertaining content, more is usually better as long as your customers don’t complain that it’s too much.

Ask your audience how much content they would like to see.

Begin polling about your blog in customer surveys to make sure you’re staying on course.

Do I Write Myself or Outsource ?

Telling your businesses story should be core internal discipline.

However, realistically this is difficult to pull off all of the time. Many purists may scoff at the idea of hiring writers, but in some cases this can be a practical approach.

Outsourcing your writing to a contractor who works closely with your team can be an effective solution, especially if writing is a chore for employees. Your marketing agency can be a key partner for marshaling creative and editorial assets. These assets are valuable for creating a unique look and feel for your blog. The agency can also assist with creating a consistent look between your blog and other marketing platforms such as your website, print, and direct mail programs. Remember that you can re-purpose content from your blog into many of these other marketing channels.

You will still need to be the “coach” for your blogging effort. While your agency can offer specialized resources, do not turn its assistance into a crutch. Remember that blogging works only when it’s closely aligned with the vision, voice, and culture of your organization. You are the expert here, not your agency.

We ’re Already Busy —How Do We Find the Time to Blog?

This is a very common issue. It just doesn’t seem fair to burden an already overloaded team with more work.

Our advice is that social media content creation should not be an “add-on.” Maybe it’s time for other activities to go away so you can redistribute your resources to work on the new media channels. For example, research shows that many segments of the population are spending less time with newspapers, television, and even websites. If this is where you are spending most of your marketing resources, maybe it’s time to take a fresh look at your budget.

In a recent survey among U.K. procurement professionals, blogs were considered to be the most credible source of information early in the buying process—even above word-of-mouth recommendations. Why? Because bloggers are seen as trustworthy, passionate experts who stake their reputation on their writing every day.

Blogging offers too many business benefits to ignore.