Are you responsible for your company’s blog? Many blog editors have been chosen for different reasons, but not many have had any prior editorial skills.
Yes, it’s true. If you’re responsible for your company’s blog, you have to think like a magazine or newspaper editor. And it can take years of hard work before you become one, if ever.
And you know it. According to a MarketingProfs and Junta42 study, producing engaging content tops the list of challenges for content marketing; producing enough content is second on the list. Despite all the tips you’ve found on the Internet, most of you are still lost.
Indeed, you were given this great responsibility without being mentored on how to become a great corporate blog editor. So it can be a bit daunting. Most likely, senior management within the company doesn’t even know that editing a blog is usually a full-time job that requires an extremely dedicated person or even a team. Michele Linn of Content Marketing Institute says, “Writing a blog can be grueling as the pressure to create never stops.”
Why do you have to think like a magazine editor? Well, as someone who’s responsible for your company’s blog, you have to make sure that content as well as style and tone of writing are consistent throughout the blog and they reflect and communicate the values of your brand.
In addition, more companies develop more and more content, which means your content has to stand out; that is how the best magazines have survived the over-saturated media markets for years. Only the best can make an impact with their readers.
All advice on the Internet is more or less vanilla. So on the next two Mondays, expect detailed tips on how to think like an editor (not a publisher), as someone who’s in service of their readers, to make your corporate blog the best for your readers. Why? To boost your business in the long run.
Are you responsible for your company’s blog? Do you have any questions for me to add them to the next two posts?