The Quick Guide to Running a Corporate Blog

Corporate blogs drive traffic to your site, raise your company’s profile and show you customers that you are a market leader.

They are also a complete pain.

Why?

In two words: multiple contributors.

On the face of it you probably think that’s a good thing because it means one person isn’t left to produce all the copy.

You’d be wrong.

Multiple contributors mean major headaches, because chasing them for content is a bit like herding cats.

There’s also another problem – continuity, or rather the lack of it.

Many voices cause confusion

Every company has a brand voice.

When you have multiple contributors, that single identity gets lost and you end up with a vast array of writing styles that create a cacophony of noise that will put readers off.

Plus, you’ll find that some people are naturally gifted writers, whereas others are not.

Some can write in engaging, simple language that everyone can understand.

Others only write in complex terms that result in a meaningless article that leaves everyone scratching their head.

How can you get round this problem and create a successful and long lasting corporate blog?

Streamline your blogging process

The answer is not to get one person to do all the writing because your blog will need to cover a number of different subject areas and one person is unlikely to be able to write everything.

That’s why the best solution is to have a blog Gate Keeper.

The posts are written by your own subject matter experts and then passed to your Gate Keeper.

It is then their job to:

• Copyedit each article to bring in line with the brand voice
• Tweak them to make them more readable (i.e. by adding sub headings etc.)
• Source images to bring the subject matter to life
• Add elements of SEO

The end result is a healthy blog that’s regularly update with readable articles.

Whether this is done in-house or outsourced, it is the best way to make sure your corporate blog remains healthy and popular.

Author – Sally Ormond, Briar Copywriting