"Maintaining a blog that's consistently interesting and relevant isn't an easy task," writes Ann Handley at MarketingProfs. "It's a challenge to create consistently awesome blog posts, and it's a challenge to earn the attention of an audience." The solution, she argues, is a group blog that taps the expertise of contributors throughout your company. The result is content that tantalizes readers with a compelling mix of opinions and insight.

"So much of the knowledge and thought leadership that will make your blog a must-read isn't distilled into a single person in, say, the marketing department," she explains. "Rather, it's contained in the views of subject-matter experts who work throughout your organization."

To get a group blog underway, Handley has recommendations like these:

Deputize a blog manager. This role should be part of an employee's job description, and might include incentive pay tied to objectives like traffic benchmarks or pageviews. "Without a single 'owner' to take responsibility," notes Handley, "participation in the blog is often scattershot and the results are inconsistent."

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