February 23, 2018

The Process of Starting a Corporate Blog

Posted by: of Made for Marketing on 02/25/08

Do you really need a process for starting a blog? Well, not if you’re a small, one-person business and you’re the only person to answer to. However, if yours is a multi-million (or billion) dollar enterprise that needs multiple layers of approval, then the following first in a three-part series on the process of setting up a corporate blog will benefit you.

This comes from a post at MarketingProfs, so here are the highlights. For the full post and original material, read on over here.

There are three phases to the corporate blog process. 1) Investigate, 2) Create, 3) Activate. This post deals only with the investgate phase, which follows these steps:
1. Determine Goals for Your Corporate Blog
You need to to determine why you’re doing this, get baseline measurements in place and create a vision for success. See the mindmap below for more detail.

2. Assess Your Market for Blog Viability
Not every company should blog. You need to understand what kind of conversation is taking place in your market and if you can easily enter the conversation with your blog strategy. You also need to look internally to make sure that this fits with your corporate culture.

3. Map to Overall Marketing/Communications Strategy
This is critical. The blog should not be an appendage or bolt-on to your marketing. If you’re going to do it right, it needs to be integrated into the rest of your messaging and conversation.

4. Risk Profile Assessment
Ask yourself a few questions to determine how ready you are to engage in the market conversation. You’ll have sooner or later, but here are a few things to look out for before you leap.
– Have you ever personally used social media and what’s your comfort level?
– What is your company’s tolerance for risk (e.g., initiating new or untested marketing tactics, launching bold corporate initiatives, etc.)?
– How does your company normally react to negative commentary from the media?

For more, read the MarketingProfs post: What’s the Process for Starting a Corporate Blog? How Long Does It Take? [Part 1 of 3].

Weblog (Blog) Implementation Process Roadmap

4 comments for The Process of Starting a Corporate Blog

  1. Dana, this is masterful. My expertise does not lie at the strategic level, but the tactical, so this information comes in extremely handy.

    I look forward to reading the entire series at MarketingProfs.

    Comment by Paul Chaney — February 26, 2008 @ 10:05 am

  2. Item two “Viability” is where I think the need for blog consulting is greatest. There’s probably a place for just about every corporate blog – it’s just a matter of deciding on what character this blog will take on based on corporate objectives and industry. Thanks for pointing this out – I have not seen this roadmap before today.

    Comment by DDouglas — February 27, 2008 @ 3:03 am

  3. Wonderful post! I have submitted this to bizsugar.com. *=)

    Comment by Terra Andersen — March 13, 2008 @ 9:03 am

  4. […] The Process of Starting a Corporate Blog […]

    Pingback by » Determining the Value of a Corporate Blog Melina Murray — April 18, 2008 @ 12:22 pm

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