Often people ask me, “Who should be the author of the company blog?” And like so many things in life, there is really not just one right answer. It could be someone in sales or marketing, or even the company president or CEO. Maybe it is even all of the above. Your corporate blog can be a team effort.
One of the fun things about having a group of bloggers is that your blog will have multiple authors and multiple voices. This allows your readers to identify with one or more of the writers. Each author should post under their own name so that they are easily identifiable. You will discover that each blogger develops their own group of followers over time due to different writing styles as well as their humor and personality.
An additional benefit of having multiple bloggers is that it removes the burden of all having all the writing fall on one person. However, one individual should manage the blog. The blog manager could be an employee or you could outsource this task to an interactive marketing firm like mRELEVANCE.
The blog manager will:
- Oversee the blog schedule
- Review the editorial content
- Ensure that writers post content regularly
- Moderate the blog
Moderating the blog entails checking posts for proper SEO (keywords, anchor text, and links), monitoring and responding to comments, and forwarding comments that require a response from someone else to the appropriate individual.