I stammered at this question during a recent job interview. I had never really considered it “an accomplishment.”
It was just “the job to do.”
However, my blogging quickly became a differentiation strategy that evolved into a couple thousands blog posts.
- I had to sign a social media policy. This was especially essential as we were a public company. Of course, I knew Reg FD better than the average blogger, so even though I was not subject to RegFD, I would follow its guidelines to the letter.
- Selecting the platform was a no brainer. We just introduced our own integrated blogging platform. Transparently, this was my driver and sneaky leverage to get permission to blog. “Promoting our own product.”
- Setting a content calendar. This was a simple task, as I was the sole blogger. I worked a rotation based on products-topic drivers: IR, PR, governance, board communications.
- Create a voice. I went for humble, fact full and a little humor. It worked well for me – especially as the niche is a little dry.
- Begin writing with authenticity to goal. Mine was educate and sell.
- Write with absolute relevancy to your company’s products and services… and connect the dots for your audience. It’s how you become an authority. I blog about marketing and corporate communications – not baking or home improvement.
- Send the blog links to the sales group email.
That last point turned out to be an indispensable action.
Our dramatic growth meant we kept adding sales people at a fast rate. Filling the void from not having a corporate L&D strategy or direction, my blog became the continuous education portal for sales. Many would pass he blog articles on to their clients and active prospects as a simple touch point. This was all before I dove headfirst into automated demand generation.
Of course, there are a zillion blogs on how to blog – and you will get hundreds of tips. If nothing else, retain this: once you start, you cannot stop. Set a pace you can keep.