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. The following several posts make up a quick start guide for the blogging administrator.
When bloggers are writing their posts, they should always have the company’s target personas in mind.
Writing to a persona will help bloggers stay focused on the purpose of the initiative. It is important to speak to the person (i.e., potential buyer and/or key influencer in your space) who is reading your blog. To do so, you need to know about them – what are their demographics and common interests?
Meet with the appropriate person in your marketing department to gather previously generated materials about personas. If these documents do not exist, meet with your CEO or executive team to develop a profile of 1 to 3 types of individuals who are most likely to buy your company’s products/services, and the characteristics that are most fitting of these individuals.
By educating your bloggers about your company’s target personas, you will achieve greater consistency throughout your blog postings, which will ultimately give your company more credibility.
Next week I’ll post a checklist for choosing your target keywords.