So you’ve set up a company blog so you can establish your brand’s authority more effectively. That’s an excellent move! So far, you feel like everything’s going swimmingly… until you realize that you don’t know how you’re going to consistently produce the amount of content you need to rank high in search engine results pages. How can your blog be considered authoritative if it barely gets updated? How are you supposed to keep it running when you either don’t have time to write or don’t have any talent for writing engaging and informative posts?
You find blog contributors, of course. But that’s more easily said and done – you can’t just outsource this kind of thing, nor can you simply assign blogging as an extra task to various people in your company. You need to pick the right kind of people to represent your brand over the Internet. And that takes careful consideration.
So how do you handle it? Well…
First, get an editorial team together
If you happen to have the resources, try to hire a dedicated editorial team for your blog. Ideally, they’ll be made of up people who have significant background in SEO writing, blogging, and online publishing. You need at least one person whose expertise is focused on how to make blog posts or blog articles appealing for people and search engines alike. Without a team focused on ensuring that every post published is good enough for your company, you’re putting the brand’s authority at risk.
Even if you don’t have the funding, you should still find people within the organization who can act as the editorial team for the blog. Typically, you’ll find them in the marketing team; but you can sometimes find enthusiastic editors in other parts of the organization. The best part of having a team of editors dedicated to your blog is that you can leave much of the blogging tasks under their control. You can let them worry about the content planning. And, should you need to post on the blog yourself (as the business owner), they can help you look like a great blogger.
Then, find willing and authoritative contributors
It’s best that you find contributors to your company blog from various areas of your business. One great example is the blog of business phone service provider RingCentral – its contributors range from executives to IT experts and customer service representatives. Anyone in your office can be a great contributor to your blog, as long as they’re willing to spend some of their time and energy on your blog. And if you happen to get bloggers from all levels of your organization, you’ll also have the added benefit of being able to present different perspectives of your business to your readers.
Of course, their posts should reach at least one of the following criteria:
- Displays humanity – The point of having any sort of social media is to make a connection with your customers and other people who count as your audience. In order to do that, your blog posts need to be as human as possible. This means bloggers need to admit to shortcomings as well as share some great personal experiences with regards to the company.
- Reinforces authority – If you’re selling a product or service within a certain industry, then you need to make sure that you provide your audience with useful information with regards to the challenges your company is trying to address and the solutions you’re offering.
- Tells your organization’s stories – Much of your business’ brand identity relies on the stories associated with your company. If possible, dedicate a few posts to the history of the business, the people in the organization, and the customers whose lives were changed for the better with your products and services.
Author Bio:
Monique Jones is an Engineer who deals with telephone systems. Besides being an Engineer, she also works as a part time writer. She helps her colleagues and other people about their communication issues, giving effective solutions to address their needs.
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