This is a hard one for many brands and companies. Because this question really challenge the time factor and it takes time before blogging is a part of your daily habits. I’m still have some challenges to full fill this by myself. But we need take a decision about who should take the steering wheel at your company, and we are going to make it happen, now.
In the last post we talked about how you should create an existence for you blog. In this blog post I am covering step 5 in my series about blogging. I think it is a lot of different angles to consider in this fifth step. There is not one fits all solution here, I will bring you some key points in this post so you get something to chew on.
One voice or many
To solve the time challenge many companies think it’s a good idea to involve many people to write the blog, because if more people contribute it will not overload anyone. Having many voices is practical for larger organizations because it spreads out the work of content creation to more people. Of course it makes sense and a lot of companies achieve success with this tactic. For the majority of companies I don’t think it is the right tactic.
Because from an audience perspective it will be better if we have fewer and more consistent voices, this is better than more, inconsistent voices. When you have an inconsistent blogger, they tend to overwrite because they are not blogging on regular basis.
Humanize your company
One of the main reasons with your blog is to create a more humanize side of your company. Put your personality back into your company by blogging, get people to believe in your company and tell everyone about it. That’s why I’m such a big believer in blogging when it comes to B2B companies because they have so much to gain and win in this social media world.
But the change takes time in the corporate world because they are slower to adapt to this paradigm shift. Inconsistent voices develop fewer ties with the audience and it also slows down the humanizing process.
How much should you write
Write a blog post is not as we learned in school; with thesis, introduction, supporting points etc. Your blog post should be 300-800 words info, a trailer for your audience to taste. Split your blog post into different paragraphs. Remember it should be easy to read and it should not look like a book page.
If you end up with a 1200 words post, you can split it into four different blog posts. That’s great now you have four different blog posts, instead of one.
Remember to bring you to the party
If you want to make damage with your blog you need at least post 3-4 times each week. If you read an awesome blog post and that blog post means a lot to you, you maybe want to share it with your audience. Remember deliver with style. What I mean is simply, don’t just link to a blog post because you are to tired to produce your own content.
You need to tell your audience why you link to this blog post and why you think they should check it out. Have this blog post helped you? Let them know how, so they know why they should read it. Remember to bring the human touch to your blog, remember to bring you!
What’s your take here? What do you think about the voices part and the creation of blog posts?
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About Mattias Gronborg
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