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How to define an editorial strategy for your business blog


Being on the web is now a key challenge for companies. In addition to traditional websites, Facebook and Twitter pages, the business blog has become one of the best ways to build brand awareness on the web. But you do not write a business blog as you do write a personal blog; topics, publication frequency, the tone must all be defined by a clear editorial line. Before you start, here are some tips that will help you see more clearly.

Set up the writing team


Personality and function of editors play an important role in the definition of an editorial line. An employer does not express the same way that an employee, and do not address the same topics. Choose your editor with care; it must be comfortable in writing and creativity. Remember, only fuel content in a corporate blog takes time and it is essential to provide the necessary means to editors that they produce quality articles. You must also consider the issue of writing frequency which you will have to decide.


Identify the purpose of your blog


Do not start a blog for business just to be like everyone else. You must have a clear objective: to optimize the SEO of your website, manage your reputation and your customer loyalty, and create a community around a service or a product. The goal of your blog will both identify your target audience and the blog style.


Find the “voice” of your blog


The “voice” of your blog, that is to say, the tone and style, are largely dependent on the person who holds it. It is essential, however, before creating the blog, to define how we will address the Internet, both in the posts and in the comments. Would you like your blog to be like a conversation between friends or an expert discourse that is expressed in a very formal way? How the writer will speak: he will use “I” or “we”? Answering these questions is essential to ensure the consistency of your blog. Remember, your blog should reflect the personality and values of your company. It is therefore unwise to adopt a tone plugged when making the B2B, or use a corporate style when you wind a product for less than 25 years.


List the topics to be covered


To find out the right direction for your business blog, list the topics you would like to treat: topics related to your business, obviously, but not only. You may be interested in related fields, or even make off-topic from time to time. Also define the categories and formats for your posts: lists of tips, interviews, analytical articles, news items, press releases, etc. And do not forget that the text is not the only support available: vary the pleasure with videos, slideshows, or infographics. If you lack inspiration, read the blogs of your competitors or other companies to get more ideas.


Albert Palacci is passionate digital marketer, he also regularly writes for other blogs on topics about marketing.