It’s never been easier to start a blog. Using a free blogging platform such as blogger.com, you can be up and running withing minutes. Even a self-hosted WordPress blog, which requires more steps to setup, can be ready within a couple of hours, and this includes getting a domain name, purchasing a hosting package, installing Worpdress, picking a free theme and doing some basic customizations.
Setting up a blog is fun. It’s a highly creative process, and the finished product will usually make you very proud. You will most likely feel excited about writing your first blog post too! Maybe even the second.
Then it gets harder.
I’ve seen it so many times – a company decides it’s time to join the social media scene. Wisely, they decide that their social media arsenal should include a blog in addition to interacting with prospects and customers).
So the marketing folks set up a blog, take care of the design, even get someone at the company to write a few blog posts. Everyone is pleased, until it all screeches to a halt. No one wants to write for the company blog!
But this is hardly a surprise, is it? As a general rule, people don’t like to write. Of course, some of us love to write, but most view writing as a hated chore. Even if you enjoy writing, you will most likely prefer writing your own stuff, your thoughts and ideas instead of contributing to a corporate blog.
That’s why it’s so important to have a designated writer for the blog before starting it. In fact, it’s better not to have a corporate blog at all, than to have a neglected blog – you know those sad blogs, where you glance at the home page and realize that the last time they were updated was six months ago? Not a good place to be for a corporate blog. It just doesn’t look professional.
If you can hire a blogger, whether someone to work in-house or an outside consultant, that’s ideal. Otherwise, you still need to find someone in the organization that would agree to become responsible for keeping the blog current, by preparing an editorial calendar, delegating writing tasks, and following up with employees to make sure they submit the articles. That person should also have basic knowledge in WordPress and in SEO, so that they can not just proofread the posts prior to uploading them to the blog, but also edit them with search engine optimization in mind.
The best way to avoid The Abandoned Blog Syndrome is to have a dedicated person in charge of the company blog.