Company Blogs: Whose Responsibility Should It Be?
The power and value of blogs is undisputed across many industries, business and sectors. A good keyword rich blog with great use of links, images and videos is a perfect vehicle for driving traffic to your website.
A blog can also generate interaction and engagement for your website visitors, who see and read fresh, current and regularly updated content, potentially sharing this via the power of social networking.
So we all get, understand and value what a good blog should be and do. But (big but) an all too familiar challenge and cry for help we hear at Intergage from our lovely clients is “I don’t have the time to think about creating new fresh blog posts around my already busy day job!”
When we talk through the detail looking for a solution, a common regular occurrence arises! The assumption or belief that only one person or one department is capable or skilled enough for creating and writing blog posts, which normally falls into the marketing departments.
Yes, the management of the blog and proof reading blog posts to ensure “on-brand” messages should be the main responsibility of marketing people as they are in charge of all communications to clients and prospects, but does that mean that they are experts in all areas of your business?
A solution that we have found works here at Intergage is to empower and encourage other colleagues, and departments who are known to be the “experts” in their area to create and write blog posts.
E.g. The Web marketing team at Intergage write blogs focused on tips for online marketing whereas the design team focus on design content.
This will help you to create blog more regularly with invaluable content from those who specialise in certain areas of your business.
“Fairly radical” and “it will never work for my business” I hear you cry! Well let me propose or suggest a few general examples that may spark some thoughts or suggestions:
• Hotel or Leisure: a blog about new menus, wine lists, special offers, forthcoming events, detail of spa/ beauty treatments with advice and guidance from experts. Written by chefs, Maître d, waiters, receptionists, barman, beauty therapists etc.
• Logistics: a blog about how items are despatched and tracked, using recycled or greener packaging materials. Written by your logistics, warehousing or despatch departments.
• Research & Development: a blog on what’s new and improved, or coming soon. Written by Research and Developement staff.
• Sales: a blog on how sales have performed, implemented improvements, enhanced customer service offering etc. Written by sales managers or sales staff.
• HR: a blog on individual colleagues related to charity fund raising, achievements, sporting attributes, goals, aims or professional experiences.
A blog post only needs to be around 400 words, and with appropriate training, support and guidance will take a beginner about 1 hour to write. Here at Intergage we can help support or train your employees on how to blog. Just contact one of our friendly team members to find out more about our blogging courses on 0845 456 1022.
Posted September 13th, 2011
