This is a topic that has been discussed many different times and in many different places, forums and formats. The odds are pretty good that the gaggle of social marketing gurus have addressed this question ad nauseam, however, as it is a question often asked it should be a question often answered. So without further ado, who should be blogging in your company? The answer is a definitive "It Depends"… What does it "depend" on you might ask? Well, in my opinion, it depends on how you market your company. Unfortunately there is really no cookie cutter answer, so you might find it helpful to consider the following question: Do you market or sell your company's products and services based on a single personality, niche expertise, or the culture of the company and it's community?
Let's dig into these three things in hopes of providing some useful advice:
- Cult of Personality: If your organization is built up around an individual, personality, or celebrity your blog should be written from their perspective. Oftentimes, in this environment, visitors come to the blog through the website where they are attempting to learn more and connect with the personality (which is a brand as much as Coca Cola is). Occasionally a desire of the personality to deflect the attention in an attempt to promote their loyal employees who "make it work". This can be effective, but most of the time, as stated, the person reading the blog just wants to get closer to the personality. The best way for a company built around personality to continue building the brand and connecting with loyal followers is to have the blog attributed to that individual. Extra: It's important to note that this arrangement makes it vital that comments to the blog receive a response from the personality. This goes a long way to complete the connection with followers and can do wonders for the brand.
- The A-Team: Does your company consist of teams of highly skilled individuals who address a very specific niche? Would your customers or followers gain value from insight into the minds of these individuals? If so, having those employees blog is a no-brainer. There is a two fold benefit to this approach as the individual is able to build their personal brand (therefore establishing this person as a thought leader in their field) and, as this personal brand becomes established, the company benefits from being able to promote that they employ top notch resources. This can do wonders for the career of the individual and help the company in sales and marketing. Many agency blogs follow this philosophy in order to promote the specific skill set that the team will bring to the table for each project.
- Culture Club: Does your company differentiate itself through the work culture or perhaps is the culture community built up around your brand? If so, this provides an excellent opportunity to leverage the community for content. If culture is the driver, you could have a company blogger(s) utilize the personal brands of your employees by having them blog and reach out to the community for guest bloggers. This will ensure there is a wide variety of content and styles to keep your audience engaged. The idea of guest bloggers can provide a benefit for any of the three examples I have chosen here but it is specifically effective at promoting brand culture and community.
Regardless of who blogs for your company the goal should be the same: provide valuable information to your readers that is timely, relevant, and well formed. This will help build your audience, which will in turn create brand awareness. Ultimately, you want your organization to be at the top of the mind when prospective customers are considering your product or services.
These are just three scenarios to consider and every situation presents unique opportunities and challenges. How have you determined who will blog for your organization? Does the advice above ring true in your experience? What would you add?
Share your thoughts, I'm listening!
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