In a span of 23 years of employment, I have worked in 5 full-time positions and a handful of part-time roles.
As time has moved along over those years, I have found myself involved more and more with company blogs. For the most part, they have been good experiences and with companies that “got it” when it came to the importance of blogging.
One former company, however, didn’t quite get it when the term blogging came up.
You see, this one particular company I did work for violated the famous search engine cardinal sin of not providing fresh copy for their readers. As far as Google and other search engines are concerned, you might as well wear a shirt with a bulls eye on it that states “Our blog is bad and we know it.”
So given the fact my job was in an area of the company that encompassed social media and marketing, I went to the powers to be and suggested early on in my employment with them that the blog needed some TLC. Their response essentially was that since the blog didn’t make them money, it was low on their priority list.
Given this was not my first rodeo, I diplomatically stated otherwise. I tried to impress upon the higher-ups that the company blog was more of an asset than a liability, something that they should not so easily dismiss.
As a matter of fact, the company blog at any small, mid-size or large business serves several purposes, including:
- Being a bridge between your business and current and potential customers;
- Giving you a real-time interaction with the public, something that is critical in today’s fast-pace society;
- Serving as a reminder of your company’s brand for the entire world to see. Where else can you get such exposure for pennies on the dollar?
- Allowing you to discuss new initiatives that the company is planning to unveil. Throw them out there on occasion on the blog in order to see which ones may attract positive feedback from customers and which may not. In doing so, you haven’t spent any money on advertising.
So after some haggling, I told the company heads that I would include the blog in my responsibilities, meaning it was now my baby to work with.
While it grew slowly, the blog did begin to get more attention from readers, including what pleased me the most, interaction with the public.
We expanded our efforts to do more social media, promote the blog at every opportunity possible, and essentially market what the company had to offer at a far less price than advertising would have cost.
When I left that company to pursue other opportunities, I checked back from time to time with the previous employer’s blog to see if its efforts were being carried on by my successor. Much to my chagrin, the answer was no.
Yes, the work I put into that blog in writing content, promoting it, interacting with readers, etc. was something that made me very happy.
What made me a little less cheerful was the fact that despite not costing anything other than time and effort, I had not been able to fully win over the suits who decided whether or not the blog should stay or go.
If you find yourself in a position where you have to defend your company’s blog or pushing to have one instituted in the first place, don’t give up the fight.
While blogs may not have quite the staying power they did a few years ago before all these different social media outlets emerged, they do still serve a purpose. That factor holds true for business leaders whether they are just starting a small business or have been around for a while.
If someone tries to tell you otherwise, then write a blog post on it….