Managing a professional blog is more than just writing the occasional article on a topic pertaining to your industry. It takes time, organization, and research to ensure quality results and a high return on investment.
Your company’s blog is one of the ways to establish itself as a thought leader within your industry, which means your posts should contain relevant and educational material that will hopefully turn readers into leads. But before you put pen to paper (or more likely, fingers to keyboard), let’s discuss some key elements of how to run a successful business blog.
Whether you have a team of four or forty, a writing style guide is a necessity if you have multiple authors. While each writer will unmistakably have their own voice, it is important that they understand and mimic the overall tone of the blog.
An effective style guide lets authors know what needs to be included within each article, and can include details such as formatting, approved topics, and image specifications. Having a style guide will give your writers an all-inclusive resource so that you or your editor isn’t wasting time making a plethora of adjustments. (Need ideas to put into your style guide? Check out "Online Writing Tools and Tips.")
Another way to keep your blog organized is to set up a content calendar. This is, again, especially helpful if you are managing multiple authors. Content calendars (especially ones that can be shared and edited with writers) allow everyone to see what’s being written and when. It will also enable you to schedule posts out weeks, even months in advance, and keeps everyone accountable for their work.
Automating your posts is critical for the organization of your business’ blog. Luckily, most CMS platforms have this feature, so that you don’t have to press “publish” the exact second you want your article posted. Besides making your life easier, automating posts can help you determine the best publishing schedule to best suit your readers’ needs.
Even with a style guide, a calendar, and any editing systems you have in place, mistakes can still slip through the cracks, which is why final approval is pertinent. One person (most likely whoever is managing the blog) should be given the responsibility of reviewing each blog post one final time before they are scheduled on your CMS. Delegating this task will help catch those subtle slip-ups, and will also ensure that only one person is responsible for scheduling articles.
While it takes a lot of steps to properly manage a business blog, getting organized with the aforementioned blogging tools can make things run a lot smoother.
Do you run a business blog? Share your tips and experiences in the comments below!