After reading the a guest blog post on Kikolani by Peter Garety, which discusses ways of overcoming discouragement in blogging, I couldn’t just move on with the days assignments without expressing some of my own take on the issue. I work as the company blog manager for the KeywordShack SEM blog, in addition to being an Internet junkie with a personal blog (which I’d rather keep personal, for that’s what it is :P). That is why I feel safe enough to claim that there is a world of difference between personal and official/corporate blogging, and this manifests itself in the discouragement Peter writes about.
Both the discouragement and the methods of dealing with it are somewhat different when the blogger is responsible for managing an official company blog. It is not as if such a blogger can just give up and quit â€“ there is a lot more on the line than just that blog.
When it Comes to Corporate Blogs
Corporate blog managers get discouraged, disappointed, worn out and worn down just like any other blogger might â€“ not necessarily in that order. The methods Peter proposes for dealing with all of the above are great for personal blogging, but when it comes to professional company blogging, not all of them apply. It is very important to make that as clear as possible for the sake of anyone who is considering crossing over to the corporate side of the blogosphere.
Personal reasons for blogger discouragement are irrelevant in the case of a company blog. That doesn’t necessarily mean that taking a break from blogging – it is not an option â€“ it is just a matter of finding the right co-worker who is both able and willing to replace you while you recharge your batteries, so to speak.
However, if the blog itself is the reason this is something that requires serious discussion with the management and reconsideration. Maybe your vision of what the official blog should look and feel like is not in line with the company’s official stand on the matter. In that case you either compromise and keep doing it regardless of your personal dissatisfaction, or you quit it altogether. But on a brighter note, it is always possible that you might actually convince the management that your stand on the matter is worth a shot and get the OK to make that blog what you believe it should be.
That, in fact, would be the way to get excited about blogging again. But since the above is pretty rare in the world of official company blogging, the best way to maintain the mental energy levels needed for efficient corporate blogging has everything to do with community. I mean let’s be honest with ourselves â€“ how many times have you managed to convince your boss that your way is the way to go on company-wide issues?
Community feedback is crucial and I can not stress that enough. Feedback from your co-workers is invaluable and their input and ideas should not be ignored. Brainstorming with your peers from other departments will give you, as a blogger, both the insight and the muse that you need to write engaging, informative content and to remain engaged and interested yourself in company developments on various aspects.
In addition, blogger outreach proves priceless for many company bloggers. Feedback from fellow corporate blog managers can go a long way in optimization, content, usability and design. Building up a supportive relationship with other bloggers which is based on contribution, healthy discussion and dissemination of ideas will definitely prove itself worth the effort when facing what I like to call blogger’s block.
Benefits of Guest Posts
Guest posts contributed by fellow bloggers will take the load off when you’ve got other matters to attend to at work. This is practically always the case because most official company bloggers have other company responsibilities parallel to blog management. Moreover, active and productive participation in the blogosphere is important when it comes to optimization and traffic generation.
Content is nothing when it isn’t read, and an active readership that is comprised of bloggers among others will serve you well in spreading your content across the web to other interested parties. Incoming links from fellow bloggers, either reciprocal or one sided, will eventually generate both direct and indirect traffic via core and residual link value. I will not go into the details of link-profile significance, but I will mention in brief that the more incoming links of high trust and authority you receive, the better you’re off in terms of search engine result ranking and incoming traffic.
To make a long story short, corporate blogging differs from personal blogging in the degree of freedom one has as a blogger. No one is immune to blogger discouragement and its negative effects on both blogging experience and blog quality, but when it comes to official company blogging community ties and peer feedback are far more important to getting over that discouragement hurdle.
Are you a corporate blogger? What ways do you get past discouragement when it encroaches upon blogging in your day job?