It takes a lot of work to have a company blog, and choosing your approach is not a decision you should make lightly. Your blogging strategy will have a powerful impact on the direction of your entire social media effort.
Some of the best blogs in the world have evolved to support a number of corporate strategies. For your blog, start by assessing the strategy, resources, culture and capabilities of your company. It’s almost trite to say “start with strategy,” but it is essential and will save you a lot of pain later. Let’s look at the implications of this decision by comparing three different corporate blogging strategies:
1. The multiple blogger strategy
A team of bloggers contributes content, with or without attribution.
2. The single blogger strategy
One person is the face of the company.