One of the problems with running a business online is the pressing need for fresh articles on your company website – else risk stagnation of search engine results. Writing was hardly a requirement of most business owners, even in the first decade of the Internet. Now, with blogs so popular and so many people saying a business website should have one, you are probably considering it. A good blog can be an ideal branding tool for your company. But who should write for your business blog, and what should you write about?
Maybe you’re too busy, and you may not have a PR department, let alone people with writing skills. What about a comments moderation policy, handling comments, or commenting elsewhere? Should all this be handled by executives, C-level management, non-management employees, or a hired blogger?
If you decide to have a blog, these are concerns you must deal with. Basically, it boils down to this. If you don’t have someone capable of writing regularly – even short summaries – at least 3 days per week, you should either hire someone capable or put the decision to blog on the backburner.
Here is some recommended reading:
- Chris Garrett’s How to business blog without being unprofessional, which is aimed at bloggers who blog for businesses. It’ll give you the perspective of any blogger you might hire.
- Also check out the Bloggers for Hire blog, run by Jim Turner and Tris Hussey, who run One By One Media. Jim and Tris communicate with a lot of business owners and help them find suitable bloggers. Particularly read Hiring bloggers gaining steam.
- David Dalka’s Where are the C-level people? which points out that having a non-blogger manage blogs might not be in your business’ best interests.
- Marshall Kirkpatrick’s Introducing good bloggers and companies to hire them, which is referenced by all the articles in #1-3 above. Marshall writes about how he is currently getting a lot of requests to help hook up bloggers and business owners, and how he’s helping.
- Liz Strauss’ Successful Blog talks about blogging, developing conversations, and in a general sense is about business blogging.
- Debbie Weil’s BlogWrite for CEOs offers advice for executives who blog. She’s also the author of The Corporate Blogging Book.
I know everyone above except David and Debbie, and I know that most of them can help you in some consulting capacity. Some of them are even available for blogging. You can also drop comments in this post, and I’ll do what I can to help you find a blogger, or can point you to resources. (Your email address will not appear in the comment unless you actually put it in the body of the comment.)
We’ll cover what topics your blog should cover in a subsequent article: What is Your Business Blog About. Don’t forget to check out our sister Design blog, which covers various aspects of developing websites and weblogs, including general blogging issues for any type of blog.