It’s a story almost as old as Christmas itself -the well-intentioned company blog drying up through lack of resources, time, ideas or all three. We say, a blog needs its own dedicated budget and resource, if not for all of the content, then at least part of it. However if your FD is a Scrooge and you’re having to bootstrap your blog with existing resources, here are 3 festive tips:
1. Plan, plan and plan some more
Taking on a blog is a significant undertaking. It is unrealistic to simply start bashing out content and expect instant success. Consider all factors including cost, time commitments, availability of resources and blog measurement well before thinking about your first post.
Read more about editorial calendar essentials.
2. Harness existing resources
While the overall responsibility of the blog may rest on the shoulders of an individual or department, why not tap into your wider network? Contributors from different departments can position themselves as experts on different subjects, while the variety of content and voice will keep things fresh. Also, consider any content that you have already created such as white papers or videos, pulling out or repackaging relevant sections as blog posts.
3. Do more with less
Once you have established what type of content works well with your audience, it is fairly easy to play around with different types of posts to keep them engaged. Keep an eye on breaking news and research from your sector to create up-to-the-minute posts. If you’re meeting up with an important client or industry expert, ask for an interview or guest blog. Keep your ears and eyes open at any events you attend too.
Of course, if this all sounds like too much work for one overstretched person with a day job already, give us a call on our blog distress line: 020 7395 1522
