As a forward facing figure for Compendium Blogware I spend a lot of time on the phone consulting with businesses and marketing professionals on how blogging can be a strategic marketing tool for them to drive traffic and conversion on their web site. Recently one of the biggest obstacles that most organizations seem to be facing is what we here at Compendium call "quality content".
Businesses, and more specifically, the individuals within a given business who are responsible for the brand and reputation of the business, are often leary of allowing just anybody from the organization to have the ability to talk about the business through a very public channel such as a blog. But often times what they fail to consider is that just because you don't allow them a channel to talk about their job and the organization, that doesn't mean they aren't. In fact I am pretty sure they are, you just aren't in control of it.
Think about it, social media is everywhere now. People spend the majority of their time at work, and usually they are in front of a computer.....so what would you imagine is top of mind for them to write about? You got it, THEIR JOB!
They are going to spend time talking about their life and their job and their role in their job. So how do you harness that as an on line marketer and use it to your advantage? The answer is simple. Provide them with a channel that gives them focus and permission to talk about the business under your control. Provide them with focus that matches your objectives, and let them know in real time that they are good at writing about your company goals. By doing so you will create a company in tune with the overall message that can drive positive ROI through the collective human representation of the company.
Is everybody in your organization a professional writer, probably not. But ask yourself this, do they have the capacity to talk about your organization if provided the proper focus and coaching, absolutely!
Empower everybody.
Businesses, and more specifically, the individuals within a given business who are responsible for the brand and reputation of the business, are often leary of allowing just anybody from the organization to have the ability to talk about the business through a very public channel such as a blog. But often times what they fail to consider is that just because you don't allow them a channel to talk about their job and the organization, that doesn't mean they aren't. In fact I am pretty sure they are, you just aren't in control of it.
Think about it, social media is everywhere now. People spend the majority of their time at work, and usually they are in front of a computer.....so what would you imagine is top of mind for them to write about? You got it, THEIR JOB!
They are going to spend time talking about their life and their job and their role in their job. So how do you harness that as an on line marketer and use it to your advantage? The answer is simple. Provide them with a channel that gives them focus and permission to talk about the business under your control. Provide them with focus that matches your objectives, and let them know in real time that they are good at writing about your company goals. By doing so you will create a company in tune with the overall message that can drive positive ROI through the collective human representation of the company.
Is everybody in your organization a professional writer, probably not. But ask yourself this, do they have the capacity to talk about your organization if provided the proper focus and coaching, absolutely!
Empower everybody.
Comments for Writing Good Blog Content
Leave a comment