Getting a corporate blog off the ground isn’t easy. Sure, the technology isn’t hard to master: any 12-year-old kid can get a blog up and running. The challenges you’ll find in launching and managing a corporate blog are in filling the damned thing. We’ve all heard that “content is king,” but delivering on that can be incredibly difficult. A day or two into your new blogging endeavor, you’ll realize just how hard it is to feed the beast as much as it needs. Don’t get discouraged. Take a deep breath, and look at the five tips below.
1. Set reasonable objectives, especially at first
Don’t try to fill the internet your first day. Hell, don’t even shoot to fill your blog platform the first day. Instead, set measurable, attainable goals, one of which should be just to get on the scoreboard. Maybe it’s a light schedule, like a weekly post, or you have the resources two shoot for two or three a week at first. Whatever the threshold, pick one that you can manage. The easiest way for a corporate blogging initiative to fail is to take on more than you can chew and get discouraged.
2. Not every article has to be a major feature
Spread out your high-impact pieces; not everything you publish has to change the world. Find a proportion with which you can be comfortable. For me, it was always one major story out of every five total. This will give readers a reason to come back regularly and help you build out an archive without wearing you out.
3. Develop a backlog
You’re going to have tough weeks. The big guys may be slow to approve topics are articles, or there may just be a dearth of news. Of course, there are no excuses. An empty slot is an empty slot. You’ll never be able to go back and fix it. The best way to protect yourself from lost opportunities or having to scramble for content at the last minute is to develop a full backlog of evergreen content. If you come up short one week, you can always dip into your collection of articles already in the can to resolve the situation.
Remember, evergreen is key. The articles that you save for a rainy day must not be time-sensitive. Otherwise, you could wind up seeing your efforts “expire” before you get a chance to use them.
4. Develop a network of contributors
For corporate bloggers, contributors are the experts within a company who “write” the posts that go up on the blog. Typically, they supply the information, maybe write an early draft, and approve anything to be published. If you keep going back to the same people, they’ll eventually become fatigued. It’ll take longer and longer to get pieces out the door. Spread the love around. Cultivate new sources. You’ll not only get a better variety of content, you’ll keep your stable fresh.
5. Give yourself a break
“Best of lists” are free content, though you need to have something of an archive established before you can pull this off. When you need to fill a day, instead of burning an original piece, especially if you don’t have much of a backlog, slip in the occasional, “Top 5 Stories on [pick your topic].” This will also acquaint new readers with stories they may have missed, and it will tease out a bit more traffic.