Note: The following article was adapted by Mack Collier from the MarketingProfs How-To Guide "Your Template for Creative Blog Marketing."
Many companies are investigating the possibility of beginning a blog. The thinking often is that every company can blog if it so chooses. But simply wanting to blog may not be enough.
Every business, company, and organization is made of a unique group of people functioning in a unique culture. Accordingly, every group considering a blog must address a unique set of circumstances before it can determine whether a blog is feasible.
This article will walk you through five key considerations for launching a blog.
1. What Type of Blog You Will Have
Blogs come in all shapes and sizes; however, they generally fall into one of several categories: CEO blog, aggregate blog, staff blog, specialist blog, and customer-evangelist blog
Despite its name, the CEO blog can be authored by any senior-level executive. By virtue of his or her position, the author is considered a thought leader who can provide an unfiltered view of the company. When done well, a CEO blog can build rapport and trust, and tell customers what is happening within the company.
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