Some companies still think that the job of blogging should go to only one person — whether internal or to a freelance ghostwriter.
While this may make economic sense and address a task that needs to get done, companies will find that there aren’t any more inquiries or sales leads.
This is because content is only one part of the job; content marketing and distribution is the second and more important component. You can’t have one without the other.
When an employee or consultant writes a blogpost, and disseminates it to his or her internal and external networks, thousands of potential endpoints are being missed.
However, if even TWO different employees or consultants write blogposts and disseminate, the reach is at least doubled.
Sure, it’s a numbers game, but the other unstated benefit is that different viewpoints are presented (make sure a social media policy and guidelines are in place) and the dreaded writer’s block is eliminated.
Newsgathering organizations have learned this the hard way. Reducing headcount and hiring freelancers saves money, but only recently have media companies realized that each reporter is himself or herself a distribution engine, a mechanism for spreading and amplifying content — and advertisements.
Indeed, if I was an advertiser, I would want to know exactly which reporters are tweeting or Facebook posting their stories, and the size of their networks and followers, to make sure I’m getting the most bang for my buck. Social network Muck Rack has helped journalists to amplify their presence on Twitter and other social networks — apart from the efforts of their employers.
Taken to the enterprise, an army of even 20 regular, trained corporate bloggers could yield thousands of impressions and generate dozens of conversations. The next step of course is to capture and measure these results in a CRM and collaboration system.
As such, one lone blogger simply cannot be expected to do it all.