Who’s Going to Write Your Business Blog?

So, who’s going to write your business blog? Let me begin this discussion by telling you who shouldn’t write your blog. If someone must be talked into writing, they may not be the ideal candidate. Sounds obvious, doesn’t it? But it happens, and the reason it happens is managers think because someone is qualified, they’ll want the job. Forcing someone to take on a task they don’t desire, although not recommended, works in some cases, and it may work for some creative pursuits, but the odds are against successfully demanding someone to create content. Look for someone who wants to write.

4 Blogging Possibilities Team effort

Last year, I facilitated a brainstorming session with six members of a corporate marketing team. I was there to help develop a blogging strategy to deliver quality content consistently. When we talked about topics, it became apparent that four of the six had topics they were passionate about. We asked them for ideas and then asked each if they wanted to write their idea as a post. They were enthused about the opportunity.

Solo

In my last full-time position, I published content for a corporate blog. I loved to do it, and I was privileged to have the time to write, edit, and publish six new posts per week. Is there one person in your organization who has the ability and time to write, edit, and publish a minimum of one new post per week? Would they appreciate the opportunity? Can they be afforded the time to write? If so, you’ve found your writer.

Outsource

I have written posts for business blogs both under my name and as a ghostwriter. I have friends who write scores of posts every month. A professional copywriter can provide you with quality content that fits your brand, but good content isn’t cheap. If you find a cheap writer—there’s a reason.

Interns

Interns should only be given the being responsibility of creating corporate content if they’re given direction. Unfortunately, interns and entry-level employees aren’t always given the help they need when given the writing task. Let’s face it: An intern doesn’t know one-tenth of what you know about your business and industry. You need to train and inform them.

Share blogging expectations, including writing style, layout, and publishing schedule.Meet regularly to discuss topics and ideasProofread all submissions before publicationOffer continual feedbackWho’s Going to Write Your Business Blog?  

There’s no single answer to the question of who’s going to write an organization’s blog. It could be your best answer is using all the above.

How Can I Help?

Let me know if I can offer any help or advice. If this post struck a nerve, you might want to check out my book, How to Stay Ahead of Your Business Blog Forever. The book is full of action plans to create a blogging/writing system that works for you.

If you enjoyed this post, you might like How to Make the End of Your Blog Post a Beginning.

Photo by Unseen Studio on Unsplash

 

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