Remember when you thought it would be a great idea if the boss would start a blog? The first five posts were a breeze. You planned it out, made sure the content synced up with some initiatives at the company, and everyone loved it.
Then everyone got busy. You ran out of things to say. The boss didn’t get back right away with approvals on new drafts. Blog traffic slowed down.
Talk to anyone who has tried to coordinate a corporate blog for a CEO and the story you just heard is very common, and understandable.
Still, lack of organizational focus and discipline (and time, resources and attention), cannot take away from the fact that the blog is still a powerful means to deliver key messages to important people at critical times.
But no CEO blog can fulfill its potential if it is updated irregularly. Blogs need consistent freshening to generate regular traffic. Consider these stats collected by ActiveBlogs:
- “81 percent of companies consider their blogs useful, important or critical (Source: Hubspot)
- 33 percent of companies use blogs. (Source: InsideView)
- 37 percent of marketers say blogs are the most valuable type of content marketing. (Source: ContentPlus)
- Companies that blog have 97 percent more inbound “links.” (Source: Hubstpot)”
Still, the stats do not illustrate why corporate blogs can be effective.
I could list the reasons, but consider the story of fictional Dan, the CEO of a start-up with a lot of upside. He wants his company to grow. Eventually, he wants to sell the company to a major buyer and take care of his initial investors, his employees, his management team and his family.
He needs a place to tell his story. He needs a place to keep people in the loop and current. He doesn’t have time to personally engage in any more meetings. Even though he likes to write his own stuff on occasion, and perhaps dabble in social media, it just isn’t realistic to expect him to dedicate the time it takes to produce a steady stream of content without help.
So, his communications team decides he needs a blog that will serve as the hub for all of his communications. And he’ll get the support he needs.
Once a month, they nail down a plan for a series of regularly scheduled blog posts. They meet with Dan to go over what will be worth talking about in the next month and what needs to be discussed.
They use the content development process as their focal point, because they know it can be leveraged to feed a more full schedule of social media posts, possibly an online video or two, and maybe even some press announcements and media outreach.
Not a bad use of Dan’s time and a great way to keep the communications program on track for the betterment of the company.
All of a sudden, the blog starts to take on the role of time-saver, not time-waster – a focal point, rather than unnecessary distraction. It becomes the heart of the larger communications program that targets everyone from staff members, to investors, customers, vendors and the community.
The point is, if the CEO has something to say, a corporate blog is a great hub for saying it. And because it’s digital, you’re just a few clicks away from giving it social media amplification. In the end, you can leverage the blog development process to create the full range of communications and create a system to sustain it over time.
If you’re thinking of starting, or re-starting a corporate blog, I’d be glad to send you a checklist to serve as an agenda for that monthly planning meeting. Just click here or get in touch using the contact information on this site and let me know you want the “Blog Planning Checklist.” When you request your checklist, we’ll also want to add you to our eNews list to keep you up to date. If you don’t want to receive updates, no problem. You will be given the option to “opt out.”