Megan Glover's Blogging With Purpose

When I talk to companies about Blogging, specifically about using Compendium Blogware, I’m surprised at how many times I’m met with the same response: I’m very interested in blogging and really want to incorporate it; however, others in my organization aren’t so enthused. Check back with us next year.

That’s an absolute fair answer but I always end the conversation wanting to talk to “the others”. I want to know why they are they opposed to blogging? What are the companies online marketing goals? Why do they believe that blogging does not meet or exceed those goals? My response is generally the same, “please let me know if I can be of assistance”. I guess what I’d really like to say is, if you are confident blogging is going to benefit your business… why not build a case for blogging and present it to “the others”?

Here’s my theory of where to begin building your case for blogging within your business:

Take note of "the others" opposition. Is it monetary? Time Commitment? Question the benefits? ROI? What are the major hiccups they see with blogging?
Take those reasons and challenge them. Doing some simple research on the web can prove a direct correlation between blogging. SEO and customer acquisition. Here are just a few resources to consider: MarketingSherpa, Forresters (has done some nice research on organizational blogging), Even our site: Compendium Blogware has some great resources(particularly check out Chris Baggott’s most recent whitepaper)
Once you’ve done the research, look for vendors. Look for blogging software that can help you accomplish your online goals. Also, when choosing a blogging software be sure to take note of the technical side. Do you have resources to invest on your end or are you looking for more of Software as a Service?
Finally, create a calendar that identifies who in your business will be blogging and when they’re expected to blog. For instance, Tuesdays upper management might blog, Thursdays marketing might blog, Fridays customer service might blog, etc.

Also, along with the proposed dates… create a list of blog topics for the first quarter. You don’t have to necessarily write the blogs verbatim but just some topic ideas to get everyone started.

Once you’ve compiled the info, present it. What’s the worst that can happen, they’ve already said no?

Bottom line, blogging should be a tool to accomplish your existing and future online business goals. Selling upper management on new ideas can be daunting but if you illustrate there is an ROI to blogging and you can back up your argument with examples. You’re one step closer to being up and blogging.