Who Should Write the Company Blog and Why

Have you and your company come to the conclusion that you should have a company blog? If so, congratulations! You’ve come a long way already in your attempt to connect to and attract new customers. But still, there are some important things you must consider before launching the blog. One of the first things you need to decide is who should write it.

company blog

The first solution that pops to your mind may be the marketing department, right?! Sure, in the best of worlds you have some talented comms people who also have a lot of time to set aside for this project. Or maybe you should hire someone outside the company to do the blogging? That could perhaps be your solution. But also perhaps not.

Again, I scanned the web for credible people having a say on this matter. Check out what Stanford SmithTed RubinEuan Semple and Heidi Cohen says about who should write the company blog and why.

Look for the Storytellers

company blogStanford Smith, the extremely talented and efficient blogger at Pushing Social stresses that company blog writing requires snappy, active, and creative writing skills, and getting true blog writing expertise requires an investment in internal training or short-term help from blogging specialists.

“The best bloggers have a knack for telling great stories. They also enjoy simplifying concepts and making subjects easy to understand. Keep an eye-out for these people inside and outside the marketing department.”

“Associate your blog posts with real people.  If Pam wrote it, give Pam credit for writing it.  Don’t outthink yourself by attributing it to the “XYZ Team”.”


Empower those who already work for you

company blogTed Rubin, is a leading social marketing strategist who in 2009 started using the term ROR: Return on Relationship™. Ted believes the key to continued success for any brand/retailer/etailer is identifying with the customer.

“So what’s the fastest way to devolve from the old “agency” way of thinking to social communication? Empower those who work for you to create conversation and represent your brand—especially those who have a customer service or customer-facing role. If they build it, service it or sell it, they’re in a perfect position to communicate with your audience in a way that humanizes your brand, but only if you let them.”

“Many companies that are fearful of social media put muzzles on their employees in an effort to control the social conversation. However, if you’re going to have a social presence at all, just the opposite needs to happen.”


Don’t let the techies ruin the party

company blogEuan Semple, writer of the book Organizations Don’t Tweet, People Do: A Manager’s Guide to the Social Web. He believes writing about the workplace make you become more thoughtful about your place in it and what it does for you.

“…keep things out of the hands of technologists as much as possible. Some of them aren’t so bad, and some of them are re-inventing themselves…if there is a single biggest block to making social media happen encountered by my clients in large organizations it is with their IT department.”

“We will need people to do our marketing for us less and less as we use the tools in everyday work and start to have more effective conversations between ourselves and our customers. Help your staff to become your best advocates. Give them the tools and the insights to become your ambassadors online.”


Employees know your firm’s stories

company blogHeidi Cohen blogger and marketing expert with +20 years of experience, has along her way taught old marketers new tricks and new marketers old tricks. When looking for authors for your company blog, she thinks it’s important that you find people who have a good feel for your product, customers and writing.

“Employees should be at the top of your list since they know your brand and your products. They can come from any area of your firm, not just marketing, communications/PR or senior management. Depending on who’s involved, they may also know your firm’s stories or provide useful insights regarding your products.”


Who writes the company blog at your work place? Please tell in the comment box below!

About the author

Anna Rydne is an award winning and highly skilled communications specialist with +13 years of experience in the field of internal and external communication, PR and marketing. What distinguishes her from others in her field of expertise is that she treats communication as entertainment. It's simple to explain why: if it isn't funny or relevant enough, people switch channel. Anna has a special interest in personal branding and she believes the road to success is trying. Based in Stockholm, Sweden, she's determined to uncover the secrets of how successful people and companies communicate. She tweets about all things comms, social media and marketing @CoSkills and writes for SteamFeed.com once a month. She holds a bachelor's degree in psychology. Contact her at communicateskills@gmail.com.

3 Responses to Who Should Write the Company Blog and Why

  1. A great post Anna, you pick a few that I have the upmost respect for. Ted is a true charger in the field and Heidi carries banner well! I like how you brought the diverse ideas to the post with a synced conclusion.

  2. potterwill says:

    Reblogged this on potterwill and commented:
    Interesting read, I completely agree with this.

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