A corporate blog is a fantastic tool for your business because it adds fresh content to your website, which Google loves. It also provides endless link opportunities to help your search engine optimisation strategy.
But even more than that, it's a great way to engage your customers by giving them useful, informative and entertaining content about your business and industry.
But running a corporate blog can be a daunting task, mainly because it involves multiple contributors.
At face value, having more people involved may sound great, because it means the workload is shared, but it's a real headache to coordinate.
But that's not the biggest problem.
The major hurdle is continuity.
Your company has a brand voice.
The problem with multiple contributors is that you'll get a vast array of writing styles and tones that will create a disconnect and put readers off.
Some contributors will be naturally skilled writers, others won't.
Some will write in an engaging, simple way that your readers will love. Whereas others will write in complex "management speak" that is so convoluted it is meaningless.
How do you get around this problem?
You could issue guidelines, but they'll probably be ignored. Plus, they could also put people off if they think there are rules to be followed.
So, how about using a Gate Keeper?
You might think the answer is to get one person to do all the writing, but that's just not practical considering the number of subject areas your blog will need to cover.
The best way to solve the problem is to use a Gate Keeper.
Your subject matter experts can continue to contribute to your blog, but they'll submit their articles to the Gate Keeper, whose role it is to:
- Copy edit each article to bring it in line with your brand voice
- Make them more readable where necessary (e.g. by improving the layout, adding sub-headings and simplifying language)
- Source relevant images to accompany the articles
- Add elements of search engine optimisation to enhance visibility of the article
The result?
You'll have a vibrant blog that engages the reader with a stream of relevant, well-written content.
That means:
- Happy readers
- Happy Google
- More traffic to your website
Your Gate Keeper can be a member of staff, or you could outsource.
Why outsource?
One of the main benefits of outsourcing is that it not only frees up your staff so they can work on your core business, it also means you can tap into a wealth of knowledge about marketing and content production, including re-purposing content to get the most value from it.
If you're interested in learning more about creating a successful corporate blog for your business, or already have a blog, but it just doesn't seem to be getting the results you hoped it would, get in touch for a free proposal on how I can help you maximise your blogging efforts.
