More and more companies are starting to see the value of blogging as a means to build credibility and trust and guide prospects through the buyer journey. Companies that blog get more leads. Period.
Why You Need a Blog Manager
The tough part is implementing a process for consistent blogging. Who's going to write the articles, about what topics, how frequently? Who's going to see the articles? How can you use the articles to help the sales process? How are you going to know if it's working or not? Blogging requires a big corporate culture change.
I wish I could say "Oh, just hire a professional writer, get your team involved, find guest bloggers, and it will be a piece of cake." While those are great ways to ease the burden, the truth is that someone has to be in charge to oversee and coordinate the whole process.
Blog management will either need to be added to someone's job duties, or you'll have to hire a specialist to do it for you.
Blog Manager Responsibilities
The key to great blogging is to write content that resonates with your prospects as they move through the buyer journey. As a content strategist, the Blog Manager's goal is to ensure the company is investing in creating content that increases leads and sales.
Some of the main blog management responsibilities include:
- Leading brainstorming sessions
- Developing a content strategy and prioritizing blog topics
- Managing a blogging calendar (make sure posts go out on schedule)
- Hiring and managing writers
- Guiding the coordination between professional writers and internal contributors
- Teaching and training internal contributors
- Finding and managing guest bloggers
- Analyzing results
It's also the Blog Manager's responsibility to ensure all blog posts follow best practices, such as:
- Search engine optimization
- Format & layout
- Hyperlinks (interlinking articles)
- Proof read
Skills a Blog Manager Should Have
Obviously, a Blog Manager should have good writing skills. Other key skills include: blogging best practices, search engine optimization, project management, and the ability to strategically analyze data. They should also have an eye for graphic design.
Most Crucial Skill: That's all fine and dandy, but there is one skill that I think is critical for someone in this role: they need to know your sales process inside and out. They need to be able to think strategically from the end-user perspective about what it will take to get someone to make a change. And not only make a change but to make a change to your company. They must be strategic thinkers that understand sales.
As you can see, that's a lot of stuff! If you're going to start blogging or start increasing your blogging activities, make sure you have a clear plan on how you're going to get it all done - and done right.