Corporate blogging can be tricky sometimes. One on end you have a brand’s image, red tape and potentially legal department to consider; on the other you have an audience to connect to. How do you balance them out?
Understanding what the company or brand is, being consistent and scheduling your content will make your job a lot easier and the client happy.
Eat, Live, Breath The Company
Bloggers and copywriters are generally creative folk but there comes a point when acting on your own will become a problem. You have to consider the company you’re writing for and even take in to consideration how much of an impact your connection makes. By doing so you walk a very fine line between creatively charged blogger and soulless marketing drone. Your happiness and to an extent your creativeness depends on you working for a company or brand you love. If it’s nothing short of passion, you’ll be miserable because your work requires to eat, live and breath the brand.
You will be writing on everything great about the company or brand and that means no fudging up facts. Even thinking you can get away with a little white lie now and then is a clear indicator you’re losing faith in something you should be wholeheartedly standing by. Even worse, someone is going to find a hole and not only point it out but Tweet it.
Being consistent with everything you say is not only professional but crucial to avoid a massive PR blunder. Consistency should be easy if you’ve immersed yourself in the company or brand. It’s not enough to know everything there is to know about your client; you need a pulse on what people are saying. Had Kevin Butler (Jerry Lambert) known the company he was marketing for was bringing down a legal wrath on a very well known hacker, it wouldn’t have lead me this: “Sony Proves It Fails At Social Media”. It’s bad enough when someone badmouths the brand you’re writing about it but even worse when it puts you out of a job because of something you said.
Plan Everything Out
As intangible as Social Media is that shouldn’t stop you from structuring your content. Setting a schedule of when posts should go live and what they’ll be about will cover your butt. I’ve found it’s best to plan a month ahead of time and at the very least have a rough sketch of what your content presentable to your marketing director. Creating a 30-day schedule gives you and your director the opportunity to change or add to the content.
Corporate blogging doesn’t have to be hard or stressful. Ideally you should pick a company or brand you really like. Your passion will reflect in what you do and ultimately it’s a win-win situation; you’re happy and so is the client. However, you need to be consistent in what you say and keep up to date with the company or brand.