I’m knee deep in planning, brainstorming and implementing a company blog. To be honest, there is so much more to consider when launching a business blog compared to a personal blog. The Lonely Marketer is me – my thoughts and personality can come out any way I choose. With your company, you have a corporate reputation to uphold and you need to develop a personality that might not be your own.
Throughout the process, I’ll periodically update this blog with my experience building the company blog. Here are just a few aspects I found that need to be addressed right off the bat:
- The Name: When you really get down to it, this is not such an easy task. You don’t want to back yourself into a corner by being too specific, but you certainly want the name to somehow indicate the site’s purpose. Do you want the site to be referred to as a blog? How about a social media room? The name really kicks off how the site will be branded. Choose wisely. (We’re still undecided)
- The Purpose: What information will you be providing? How will it be presented? What resources will you need to present what you need to present?
- The Personality: Will you have one moderator and multiple authors? Will all material come from one voice? Will you share opinions or just hand out facts? We’ve settled on one or two moderators and multiple authors from sales, engineering, marketing, and upper management.
- Site Location: This is a touchy point for me these days. We had decided on www.oursite.com/blog because of all the additional benefits that come along with the incoming links helping our organic search rankings. That plan fell apart when we found our dedicated server, which is a Windows server, was not currently supporting mySQL and PHP. That really hurts our chances of using WordPress as our blogging platform. WordPress is also better suited for a Linux server. I looked into TypePad and MovableType, but wasn’t thrilled to have to settle with paying for a blogging platform with less features than the FREE WordPress. (problogger has a very in-depth post on choosing blogging platforms) So, we’re leaning towards a subdomain – www.blog.oursite.com – which will reside on a different server where installation and usability of WordPress will be a breeze. Yes, we lose the benefits the blog may have on organic search, but we decided we couldn’t lose focus on our main goals which are to connect, share valuable resources, and start community discussions with our target market. That can be done with a subdomain.
I’d like to get your thoughts on placing the blog in a subdomain. Am I shooting myself in the foot or is there a case to be made for sticking with WordPress and focusing on why we’re producing this blog?
Here are some additional resources I found that might help with this stage of building your business blog:
- Robert Scoble‘s interview with BtoB Magazine – advice for effective blogging
- Reasons Why Corporate Blogging Fails
- As Blogging Grows, So Do Its Do’s and Don’ts
- 52 of the Best Ways to Promote your Blog and your Business
- Tips and Tricks for Creating a Professional Business Blog
- Business and Blogging
- Eight Ideas for Revitalizing Your Blog
- 3 Blog Mistakes You Can Avoid
- Mike Sansone’s Purpose Driven Blogging and the Blog Posting Mantra
I’d like to expand this list of blogs and posts that focus on the initial stages of building a business blog. If you have a good post or know of one, please let me know and I’ll add it to the list. I’m sure there are tons I’ve not seen yet!