How to Start a Company Blog: Who Writes and How Often

[Continuing our series on How (And Why) To Start a Company Blog]

So you’ve identified your blog’s goal, and an overall editorial calendar for post topics. Now it’s time for the “who,” the “how often”–and even the “how.”

To begin with, you’ll want to think about how frequently you can commit to posting. It’s better to have a lower frequency schedule you can commit to than an unrealistic schedule that quickly hits obstacles of availability.

Keep in mind that a corporate or organizational blog doesn’t have to be the work of just one contributor. In fact, team or group blogs are often better as they can represent the ideas, recommendations and knowledge of a variety of subject matter experts. And dividing the work among several people makes the individual time commitment much less onerous.

Finally, identify an overall content owner for the blog who can review each post before it’s published for tone, consistency, quality and (if applicable) compliance with company guidelines.

If you are managing the work of several contributors, you may also want to establish a schedule for your editorial process.

For example:

  • How far in advance of publication should a writer’s post be due to the blog editor?
  • How many days should be allowed for editing?
  • What about revisions?
  • Is there a management review and approval process that has to be accounted for?

Although it may seem like a lot at first, a defined schedule that everyone follows will quickly become routine.

Once you begin to assign posts to individual writers, be sure that everyone knows the basic rules of writing for the web, as well as writing for flow. Make your copy scannable and break long lists up with bullet points.

Pay attention to ideas, organization, voice, sentence fluency, word choice and conventions.  (Innate copywriter Jennifer Hoppe covers these tips in more detail in this post, “Back to Basics.”)

Above all, write in your own authentic voice. If your blog posts sound like generically generated press releases, your audience will dismiss it as self-serving corporate speak and have little reason to return. You don’t have to tell jokes—just be yourself and be human.

Next week: The technical part of the process, from choosing your blogging software to incorporating your blog into your overall web site.

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