Let me begin this discussion by telling you who shouldn’t write your blog. If someone has to 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 Blog 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 that would 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 – As I’ve mentioned I write 90 % of the published content for the TKO Brandwire corporate blog. It’s something I love to do, and I’m 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 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 that 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 – I’m not a big fan of interns being responsible for creating corporate content unless…they’re given direction. Unfortunately, most interns, and entry level employees, when given the task to write aren’t given the help they need. 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 ideas
- Proofread all submissions before publication
- Offer continual feedback
There’s no single answer to the question of who’s going to write an organization’s blog. The answer may be all of the above. If you’d like to discuss this send me a message firstname.lastname@example.org or leave a comment. Writing is a passion of mine. Let’s chat.