Too often, companies interested in launching blogs spend too much time agonizing over the “B” word. Either they fear what they think is the “wild west,” or convention-constrained Gen Xers and Gen Yers get hung up on whether the ultimate creation is actually a “real blog.” Forget all this shit. Look at a blog as a technology platform, and think of it as something to be filled with content that will advance your company in the marketplace. A successful corporate blog will fall somewhere in between. Just keep the following four tips in mind.
Corporate blogging isn’t easy. The rewards are high, and this type of platform will reduce your workload over time (if you’re an in-house writer), though you’ll probably invest all that saved time in producing more content – especially if you’re addicted to returns. Some of the challenges aren’t immediately evident, and you’ll only encounter them when you’re knee-deep in the shit.
For mainstream bloggers, especially, you will run into some unexpected challenges. If you’re used to reblogging news stories or use press releases as a crutch when you’re short content, you’ll have to change your game.
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.