There is no doubt in my mind that all B2B companies need blogs at the core of their E-Rep initiative and marketing strategy. That said, even I have some concerns about loose cannons and lousy writers. My current thinking follows. What do you think?
Some of your employees are going to blog and there’s nothing you can do to stop them. In this situation, I’d suggest:
- Offering to host their blog on the corporate site
- Giving them total editorial control. (If you don’t, they’ll set up their own blog elsewhere and bash you for being overbearing and not willing to trust a valuable employee.)
- Pointing out a few things:
- The free blog sites are amateurish; corporate support instantly elevates the blogger’s credibility
- The corporate site and the employee’s blog will complement each other for SEO (Search Engine Optimization) making both more visible and findable.
- To maintain the win/win, the blogger needs to act and write in his/her normal professional manner
- Recognizing that this move sends a clear message to the world that your company is brimming with thought leaders
For the most part, writing skills are abysmal. This includes people who have truly valuable and important messages and information in their heads. For example, I know some brilliant engineers whose writing is painfully B-O-R-I-N-G and some amazingly articulate sales reps who become totally unintelligible in writing. Here’s how I’d handle it:
- Call a spade a spade & as diplomatically as possible tell them they need some editorial help to avoid embarrassing themselves
- Set up an “Our Brilliant Employees Insights” blog (For sure you’ll need a better name for it than that…)
- Assign an editor who can do clean-up work on any messy prose, grammar, punctuation, etc.
- Invite employees to share their valuable insights through this editor
- Make it known that what you’d really like is to have a whole series of employee blogs to showcase the awesome intellectual horsepower in your company
Am I on the right track here? Comment below to straighten me out!