You might have noticed that several of my colleagues contributed posts to the ACS Creative blog over the past several weeks, and maybe that gave you an idea:
“Hey, we could do that and really spread the blogging workload around!”
While that’s certainly one benefit of team blogging, it only seems appropriate to highlight some of the many other pluses that come into play when you decide to give team blogging a try.
How Your Readers Benefit
First and foremost, you need to think about the benefits to your readers—presumably, your target audience of customers and prospects. How will their experience improve? Will your readers welcome a broad selection of writers and topics vs. a single voice? If you have a loyal following already, how will they handle the change? Fortunately, from a reader’s perspective, the benefits of team blogging usually outweigh any potential drawbacks.
One of the key reasons for writing a company blog is to reach out and build relationships with your target audience. And team blogging helps you do just that—in fact, many times over because the variety of personalities, perspectives, experiences and points of view that your blog can include will appeal to a wide variety of readers. For example, if your company produces technical products, some of your readers might be very interested in getting the inside scoop on the nitty-gritty, technical details and capabilities of a product, while others might seek basic how-to information about using the product, and still others might want only high-level news and updates. By including writers that regularly address these different viewpoints, you’ll attract and satisfy a broader audience than you might reach through one writer alone.
Another big plus of team blogging is that by involving numerous writers with specific strengths or specializations, your readers get the best knowledge and expertise your company has to offer.
Here at our Ad Agency we have many talented folks. Most all of the designers have formal training in graphic design and/or website design....however, most of the folks in our creative group have further nurtured their skill into becoming experts in digital advertising and online marketing. Sharing their knowledge, with their unique creative perspective is of priceless value for us and for some of our clients.
Another example would be, large companies that produce many product lines (e.g., Microsoft comes to mind) often organize their blogging efforts around a network of team blogs that address individual products or product families. The benefit to readers is in-depth knowledge from a team of passionate experts with a vested interest in the product they’re writing about.
Finally, using a team of writers means your blog will be updated more often, which results in a livelier, more dynamic experience for your followers (not to mention better traction with any of your online marketing and/or search engine efforts). Maybe your readers have requested more frequent posts from your company, but you don’t think your current blogger has the bandwidth to supply them and complete his “real” job as well. By taking a team approach, you can satisfy your customer wishes and inject additional energy into your blog without overwhelming any single member of your staff.
Stay tuned for Part 2 (where we explore further benefits for your company)
“Hey, we could do that and really spread the blogging workload around!”
While that’s certainly one benefit of team blogging, it only seems appropriate to highlight some of the many other pluses that come into play when you decide to give team blogging a try.
How Your Readers Benefit
First and foremost, you need to think about the benefits to your readers—presumably, your target audience of customers and prospects. How will their experience improve? Will your readers welcome a broad selection of writers and topics vs. a single voice? If you have a loyal following already, how will they handle the change? Fortunately, from a reader’s perspective, the benefits of team blogging usually outweigh any potential drawbacks.
One of the key reasons for writing a company blog is to reach out and build relationships with your target audience. And team blogging helps you do just that—in fact, many times over because the variety of personalities, perspectives, experiences and points of view that your blog can include will appeal to a wide variety of readers. For example, if your company produces technical products, some of your readers might be very interested in getting the inside scoop on the nitty-gritty, technical details and capabilities of a product, while others might seek basic how-to information about using the product, and still others might want only high-level news and updates. By including writers that regularly address these different viewpoints, you’ll attract and satisfy a broader audience than you might reach through one writer alone.
Another big plus of team blogging is that by involving numerous writers with specific strengths or specializations, your readers get the best knowledge and expertise your company has to offer.
Here at our Ad Agency we have many talented folks. Most all of the designers have formal training in graphic design and/or website design....however, most of the folks in our creative group have further nurtured their skill into becoming experts in digital advertising and online marketing. Sharing their knowledge, with their unique creative perspective is of priceless value for us and for some of our clients.
Another example would be, large companies that produce many product lines (e.g., Microsoft comes to mind) often organize their blogging efforts around a network of team blogs that address individual products or product families. The benefit to readers is in-depth knowledge from a team of passionate experts with a vested interest in the product they’re writing about.
Finally, using a team of writers means your blog will be updated more often, which results in a livelier, more dynamic experience for your followers (not to mention better traction with any of your online marketing and/or search engine efforts). Maybe your readers have requested more frequent posts from your company, but you don’t think your current blogger has the bandwidth to supply them and complete his “real” job as well. By taking a team approach, you can satisfy your customer wishes and inject additional energy into your blog without overwhelming any single member of your staff.
Stay tuned for Part 2 (where we explore further benefits for your company)
***ACS Creative - Located in the Virginia, Maryland, Washington, D.C. Area***
Comments for Many Hands Make Light (and Better) Work When It Comes to Your Blog (Part 1 of 2)