A CEO blogger? Really? They’re the best, but how many can actually write? How many have the time to actually do it? So if they’re out, then who? I guess the CMO is next on the list, but why not just get a dedicated blogger?
Corporate bloggers are blessed with a special skill set of engaging writing, while being able to speak to you as a friend – not a marketer.
Unsure if you need a blog? Think again and read this, and then this, and oh yeah this.
Why You Need a Blogger
You need a dedicated blogger because a good blog is a full time job. Creating a successful job is not as simple as many think it out to be, and it requires a lot of research and creativity on the part of the blogger.
Think about it for a minute. Try writing a blog post or two everyday about a product or brand. At one point ideas will start to run dry, and the flow will become harder. Having a blogger on staff means that productivity elsewhere doesn’t hurt because of the upkeep a blog requires.
Much of what a blogger does can be completed by a community manager. If your brand only wants one blogger than they can also be your community manager. However, if continual information about a product can convert new sales, then having more than one blogger might be a great idea.
What Are Their Responsibilities?
On the surface a corporate blogger’s responsibilities are fairly obvious – to blog. However, in truth, it’s much deeper than that.
The blogger, becomes the online communication director since many times information will be introduced to the online world through the blogger. This means new press releases will have to be reworded and published, as well as all breaking news and real-time responses throughout the day.
He or she should also be responsible for answering blogger questions, and finding information that online consumers might need.
What Qualities Make a Good Corporate Blogger?
Creativity, a sense of humor, the ability to handle multiple projects at one time, and the curiosity to learn everything about a company; make for a great corporate blogger.
It’s obvious why creativity is important. Writing everyday something new and exciting requires someone with a innovative thought process.
The sense of humor comes into the fact that the Internet can be an “interesting” place. Consumers on the web want fun, and exciting – away from the normal humdrum of their everyday life. A blogger with a great sense of humor can connect with online readers at a different level, a monotone blogger does.
Corporate bloggers will be strapped for time, especially if they are community managers also. Outreach, writing, and researching takes a lot of time – especially when trying to be creative enough to come up with new ideas.
A lot of time should be dedicated to researching, and knowing more about the field and industry. Knowing everything about the company helps the blogger think of new ways to market it through the blog, and what kind of posts will connect most with their readers.
Where Can You Find One?
So now that you know you need a corporate blogger and exactly what they should be doing, where is the best place to find one?
Similar to my post on community managers, there are job boards that are for bloggers especially. I highly suggest the Problogger Job Board.
Also, consider reaching out to bloggers in the field already. They’re well connected and you can critique their work from their already established blog.
Are you a corporate blogger? Do you have any advice to offer? Any questions about finding a blogger? Leave a comment and join the community!
Part 1: Social Media Staffing
Part 2: Hiring a Community Manager
Part 3: Building Employee Brand Passion
Part 4: Hiring a Corporate Blogger
Check out Training Social, a comprehensive resource that will help you build and execute a social media plan for your business!
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