Blogging team. Blogging Committee. Or simply blog contributors. Doesn’t matter what you call it, but if you’re setting up a company blog you should also consider setting up a blogging team. The blogging team is comprised of content contributors who will help you create content. As mentioned in my previous post on who should write company blogs I advocate that anyone and everyone within your organization (including customers and vendors) should have the opportunity to create and contribute content to your company’s blog.
Just you, in the beginning
In the beginning it will be just you. You’re the one leading the charge. First few pieces of content will be produced and posted by you. But as the blog grows you can open up the gates. When you start promoting your blog internally, it will provide everyone with a glimpse of style and a sense of direction for the blog. And this evolve as more people get involved and leadership changes. So, it is very important for you to create content on your own to set a precedent. In addition to style, it is your opportunity to establish certain formatting guidelines, use of media and the type of content should be produced.
Setup the guidelines
Based on your first few blog posts, video posts or even an infographic create some guidelines. Don’t get too technical or wordy. A simple 1 page document in bullet point will suffice. Explain your overall corporate blogging strategy, what you’re trying to accomplish, how you’re going to accomplish it, and how everyone can help you get there. In your blogging guidelines, outline what a blog is, how to write it, length, where to get topic ideas and other relevant instructions. Just like a real blog post, if you make it too long, most people will not read it.
Plant some seeds
Ask your colleagues for feedback, even topic ideas. Open up casual conversations about what you’re doing and what you’re hoping to accomplish with the blog. Some people will be brave to volunteer to submit an article others will care less about blogging or social media. But that’s ok, we’ll just leave them in the stone ages.
Recruit
Now that everyone knows about the company blog, it is time for you to solicit content, recruit contributors and build a team. Simply send out an email to your team, or ask for 5-10 minutes during staff meetings to make your pitch. Share your one-page document you prepared earlier with interested parties.
Get senior support
You don’t have to follow my process step by step. You can do in any order you like and what suits your style and your oganization. But if i had to pick one thing form this article as key takeaway, is to get senior management support. Getting senior management’s support will help you rally the troops.
Like the most of my suggestions, this blog post is aimed at small and mid-sized businesses who are very entrepreneurial, without redundant processes and levels of bureaucracy. The businesses that employ 1 or 2 marketers to handle all marketing activities, and are trusted and respected by their colleagues and management. The process for building a blogging team within a larger corporation will look a lot different.



