Many companies struggle to implement blogging as a marketing initiative.
One reason is companies just don’t “understand” blogging, specifically the ROI part. If you don’t value it as a growth channel, you’re not going to invest in it.
Another is it’s simply not clear who should be doing it.
When a responsibility isn’t clearly linked to a role, it rarely gets done. Instead, we often point fingers at each other.
Looking around the web, it’s clear that many businesses do it differently, and I always find it interesting to see who assumes the blogging role at a given company.
Defining The Role As Blogger
Before we get into who should play blogger in your business, we should start by outlining the responsibilities of that person.
For example, blogging isn’t “just” about traffic, it’s about:
- Educating your existing audience/user base on your business
- Creating quality tutorials to aid in user onboarding/customer support
- Updating your customers with new features and releases
- Creating longform content to increase your website traffic through SEO
- Featuring successful case studies and users to build engagement
As a result, the person who owns this role has to be very versatile and knowledgeable about your business and the industry as a whole, so that they can bring multifaceted value to your customers.
Here are the attributes they should have:
- Being a “great” writer and enjoy it
- Skilled in the art of persuasion
- Able to explain potentially complicated topics in a clear and concise manner
- Strong, likeable personality that people can relate to and want to follow
In short, the purpose of writing is generally to take a stance and persuade people of it, or to educate someone on a topic, but in an unbiased way. Therefore, a blogger should be a skilled teacher and debater.
Keep this in mind as you consider these different roles for who should be blogging in your business.
Who Should Be Blogging At Your Business
Hopefully you have someone in mind who you think would be a good fit to run the blog based on the above attributes.
If not, you might seriously want to consider hiring someone for the role, or investing in someone’s education to make them a better blogger. Yes,I strongly believe it is a skill that can be learned.
Typically, I see these three roles playing blogger.
At a small business or startup, the obvious choice is the CEO. This is the same reason why the CEO is often responsible for other things such as product development, customer support, and HR – because there’s no one else to do it.
If you’re already wearing all of the hats, what’s one more?
For example, I run a blogger outreach business and also run the blog associated with it. Given less than 10 people work at NinjaOutreach, the task falls to me.
The plus side of this is that the CEO is extremely knowledgeable about the business and the industry. The downside is that they are quite busy with everything else, and usually can only devote a few hours a week to the blog.
Head Of Marketing
In the event that you’re business is large enough to have marketing specific roles, but blogging is not a top strategy for growth, the blog may fall onto the head of marketing as a subset of their overall responsibilities.
An example of this is Len from Groove.
Len puts out a weekly article. It’s always a great, quality article, but it’s certainly not his full time job.
Dedicated Content Marketer
If you’re company is a bit bigger and blogging is an important growth channel you might have room for a dedicated content marketing role.
A perfect example of this is Buffer, which has a few dozen people working for it, but whose blog is run primarily by Kevan Lee.
This isn’t to say that Kevan doesn’t do anything else at Buffer, but without a doubt the blog is his main focus and takes up considerable time every week. You can tell by the quality articles he puts out with crazy frequency.
Plus he says so on his Twitter profile:
Can You Have Multiple Bloggers?
It is possible and not altogether uncommon to have multiple people contribute to the blog.
For example, just look at Maximize Social Business, which has over 20 contributors.
One reason for this is because blogging is simply a lot of work and it can be too much for an individual unless it’s their full-time role.
And sometimes, even if it is their full time role, it’s still too much work. This is the case if you’re producing a new, quality article, daily.
That said, be careful just how many people you allow into the blog. Blogging is not just about producing content but about building a relationship with the reader, and a relationship requires a personality and many touch points. If too many people are moving in and out of your blog, it’s difficult for the reader to find someone to identify with and they likely will become less engaged.
Who does blogging at your company?