Blogging: A Company Level Strategy

Devon-McDonald by


This is a part of a series that was cre­at­ed to help you get the prac­tice of corporate blogging built into your com­pany.  This series will walk through the process, nec­es­sary roles, in addi­tion to guides for each role to help your com­pany get started quickly.

Properly executed corporate blogging adds measureable value, but as with any practice, it takes time and resources to get your corporate blogging practice up and running successfully and additional time for the blogs to become known and popular with search engines and target readers.

If the corporate blogging effort is an important practice for the company and involves people across many departments, it should rank high in its level of importance in the overall corporate strategy if it is going to be executed successfully. To be successful, the CEO and the rest of the executive team must buy-in to the value of the program, determine the long-term strategic goals and the shorter-term goals for the practice, communicate its importance to employees, and dedicate the proper resources to the effort. In addition, participating employees should be given a goal of blogging and a set amount of time each week to create their blogs.

Your corporate blogging strategy and practice at the executive level includes:

  • Setting the right long-term goals and shorter-term goals/milestones
  • Assigning senior sponsorship
  • Appointing a person (a blogging administrator) to be responsible for the effort
  • Approving an approach and plan that is right for your situation
  • Properly resourcing the effort
  • Constantly communicating the importance of the effort to everyone involved
  • Reviewing results and making adjustments over time

Next week, I’ll share some insight on how your company can customize its approach to corporate blogging.