Most good business blogs were born from master plans developed in partnership with people very familiar with the overarching objectives of the business.
Detailed assessment of the prospective audienceWith those buyer personas in mind, start cataloging high-level themes those people might be interested in. You may also wish to spend time discussing “money” keywords and key phrases to concentrate on for a specific period of time. Goals, including success metricsSince you’re just starting out, it may be useful to select some baseline goals that reflect your particular industry’s trends and company financial performance. This may also be a good point to discuss budget and internal resource availability, maybe with a smaller group of affected department heads. The point of the meetings isn’t to reach a consensus on or talk ad nauseam about granular details. At the conclusion of your stakeholder meetings when the framework stands a little taller (with less wobble), you may want to consider sharing news about the project with the larger employee base. Ahh, this is the point where some folks invoke the cliche “It’s easier to ask forgiveness than to ask permission” by launching a business blog under the cover of darkness or tap the shipping manager’s oldest nephew to create some web something on the sly.
Going rogue disrespects the contributions everyone made in the strategic planning phase (you didn’t skip the strategic planning phase, did you?) which essentially closes the door on any subsequent communication flow that might later prove vital to your project.
After you nail down the technical pieces of creating and establishing the blog, you’ll need to talk through timelines and tasks. By this phase, the strategy is in place and primary technical and creative resources are making progress toward producing a functional, visually appropriate blog. Consider using mindmap software as part of the creative process to identify related content pathways. Responsibilities and workflowWhether content development is strictly an in-house endeavor or you have a team of external blog contributors, a clear statement of expectations and a defined workflow will help ensure the blog manager and writers are sharing common ground. The purpose of the blog is to support your business objectives, so managing the blog as you might another project can ensure that others give it the proper priority (think back to the strategic planning phase – if the blog has been openly supported by executive management, you might encounter less resistance when you push others to complete their tasks). Blog post idea sourcing and curationWith your strategic blog plan in one hand and a finger of the other on the pulse of your industry, constantly scan – and compel other subject matter experts within your company – for timely topics, developing trends, hard news, rising stars, and other opportunities that might be mined for content.
Depending on the content types you decided to focus on while in the strategic planning phase, content curation may play a role in how the blog is executed.
Blog promotionIf a blog post gets published but nobody comments on it, does it really matter? As Principal of Insights & Ingenuity, Heather Rast helps brands earn customer preference.
One thing to add on the Blog Promotion front is getting your blog listed in several blog directories and RSS feed syndication sites.
The biggest problem with business blogging is the failure to maintain momentum after a few months. Maintaining a small business blog is really helpful to provide updates about your business. I appreciated your professional way of writing this post thanks; you have made such a nice blog. Social Media Management Tools are plentiful and sometimes costly especially as it relates to the bottom line of a small business.
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Find out more about the Certificate IV in Small Business Management course and start a new exciting career in running your own business! The business start-up professional will help you evaluate your business ideas and establish a plan to turn those ideas into reality! Big companies, small companies, even kitchen table companies use business blogs to get in front of new prospects and hold fast to sales-ready leads and existing customers. A department manager may have a strong grasp on the expectations of a functional group, but at the strategic planning stage, one or more key executives should be involved in creating the framework that supports high-level key priorities. You’re not looking to replicate their efforts, but having awareness can generate relevant ideas. It falls somewhere between the info needs spectrum of your top three buyer types overlaid with your brand position.
This component of the strategic blog plan may be two-pronged to reflect local SEO specifically as well. You’ve identified the direction you want the blog to help you go, now develop some relevant numbers to help track your progress.
You want to bring together stakeholders with different perspectives to facilitate discussion among the very people who do or oversee work that can be directly or indirectly tied to the blog. Depending on your company culture, openly discussing an enterprise-level project can rally enthusiasm and support.
Establish a go-live date (remember, folks are taking on this project in addition to their regular work load), and work backwards from there to set milestones for nailing down visual design, user accounts, any contributing writer pages or bios, setting up an RSS feed of posts, etc. Many business blog managers often find it helpful to use an editorial calendar to chart content across a time spectrum. For blog guidelines, create a structured document detailing objectives, editorial direction, quality expectations, procedures for submitting post ideas, policy about original content, and so on.
For example, details such as how supporting media (videos, graphics, ) are sourced and attributed as well as whose responsibility it is to procure them should be laid out before someone begins a writing assignment. Some multi-author blogs use plug-ins or other functionality as part of a process for writers to submit post titles and concepts for editorial review in advance of due dates.
Once that baby goes live, the days following might be somewhat anticlimactic unless you grasp the significance of keeping it alive and functioning at peak performance. Posts including “best links of the week” or similar may help fill in gaps on the publishing schedule while also curry favor in the social gift economy while building an audience. A series of blog posts written around a central theme can be pulled together to produce an opinion paper or serve as fodder for a presentation destined for SlideShare.
Using the metrics – points of value – relevant to the blog’s business objectives, observe and document activity over time. A “fall back and regroup” milestone can be a way for the team to enjoy their initial accomplishment while remaining committed to the long-term success of the new business blog.
Specializing in digital channels, Heather’s firm provides brand-building positioning and content strategies to B2C and B2B companies. This can be done for a small budget and is extremely effective in getting each post some traffic.
It may be really challenging to establish and start publishing the first few posts, but if you are clear with your goal, maintain the posting schedule and promote it to your target market, then you will find the entire business blogging experience rewarding. Learn the steps, components of a business plan and your business financials for profitable results, in just two workshops!Workshop Titles: 1. One of the major concerns for a business owner is stock control and there are many different approaches and programs to sock management. Training and assistance include characteristics of successful business owners, profile of a model business, evaluating the feasibility of a business idea, conducting market research and developing strategies.
A small business blog can cast a wide net around target audiences afloat in various stages of buying readiness by fueling their interests, piquing their curiosity, and empowering them to make smarter decisions. Bad blogs…well, those often fall off our radar after they fail to satisfy an information need, bomb on the entertainment factor, or skimp on quality.
Start discussions about those personas – are there any tweaks that should be made to match up with the blog as a channel? If the blog is a transition ground for conversion, think about what readers need to accomplish or where they need to go once they mentally commit to buy. Start with a specific agenda that fits your model and communicate it – along with participation expectations – in advance of the meetings. They’ll need the anticipated number of admin users, offer opinions on tiered access rights, want your thoughts on analytics packages, and bark out a bunch of other geeky stuff.
Its unlikely management will want a weekly account of status, but you’ll look smart if you have a basic, informed timeline detailed with tasks and dependencies. Spend the time now to flesh out broad content topics and more granular content idea nuggets, though, and you’ll save yourself some anxiety later.


A separate requirements document can outline any nitty-gritty details about posts for your business blog. Is there a budget for stock photos, products to be tested, or business books planned for review?
This approach can help reduce a last-minute scramble for material because authors have to give forethought to their assignment rather than react solely to a publishing deadline. Clearly, maintaining alignment with the editorial vision of the blog is important, as your blog needs to cultivate a particular space in the mind of your readers.
Business blog success is all about showing up every week (or day, depending on your publishing schedule) with relevant, useful, and entertaining content. At 3, 6, 9, and 12 month intervals following blog launch and promotion activity, are there any trends moving up and to the right?
For instance, a few software patches or code changes might be needed for the blog to operate optimally – these might only be obvious after the blog is live.
She’s a contributing author to Social Media Explorer, Content Marketing Institute, Shareaholic, MarketingProfs, and other media outlets. I really do get frustrated with amazing writers who just expect their content to stand on it's own.
It includes all of the important planning, research, and tracking worksheets needed by small and medium size businesses! This will be a different answer than your strategic objective, but should ultimately support it.
It’s also important to consider content types – long guides, list posts, how-to posts, product or book reviews, interviews, and many others. Conversely, I’ve also seen calendars that reflect only high-level information in instances where the blog manager gave a lot of latitude to individual contributors. Style, tone, use of humor, list of taboo topics, preferences for supporting visuals, expectations on link use, mandates from Compliance or legal, etc. Continue to be resourceful, organized, and creative, and the execution phase may be the most fun yet. But by exercising a little lateral thinking you can draw lines between business interests and lighter mind fare now and again or simply “see” blog content opportunities where you wouldn’t have before. Sure, some posts will generate a lot of traffic and comments but many other posts – still worth their salt – will not (although with some care, can still have a favorable impact on search rankings). Proprietary data released in a post can be developed into a press release, an infographic, a presentation, and an opinion paper.
Which content forms might offer the most value to your audience, and with what frequency should you publish them? Use, adapt, or take a different tact – there are many ways to formalize content production so that on the back end it runs like a well-oiled machine. If analytics and search engine marketing isn’t a core strength, consider tapping a reputable consultant for a blog health assessment and top recommendations. But over time, that smart thinking will continue to work for you as it establishes your organization as a stronghold in your space. The power of hindsight and fresh experience can provide new and valuable insight to make your good new blog even better. A little humility goes a long way if you need IT help but aren’t the gal who signs the paychecks. So as part of your process (I recommend it’s actually tracked in the editorial calendar), develop a sequence for promoting the work via social networks under the corporate accounts.
One way is to hold a group meeting with all the contributors, and another is to distribute a survey.
If you or other contributors have a following and also enjoy sharing via your networks, then that’s great too.
With both, the objective is to collect both quantitative and qualitative input that can be applied to improve the blog.
We will publish your contents in our various Social Media's Platforms to expose your words.
There’s no love to be gained by forcing an employee to pimp business stuff to their networks.



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