If you’re starting a business, you would want it to grow and expand so your goals are met. If you want growth, you’re going to have to explore and understand the inner workings of the Internet because that’s where everybody is at this point. Setting up a website isn’t just a surface issue. While how it looks from the outside matters, it is how it was made inside that’s crucial.
While the World Wide Web is a swirling vortex of complexities and whatnot, businesses can all agree on one thing: setting up a blog is the way to go. A business blog has all sorts of benefits for the owner, from building an audience to entertaining new and existing customers and driving traffic.
The good news is, creating a blog, setting it up, and launching it isn’t exactly rocket science. You can do it by yourself or by enlisting the help of someone who knows a thing or two about the basics of blogging. You can start writing several posts yourself to get it off the ground. Updating it twice or thrice a week isn’t much of a chore either. As a business, however, you’ll realize that you’ll need to come up with more quality and engaging content to keep people interested.
Need a Blogger?
Sure, having a blogger is a swell idea. Professional bloggers are a dime a dozen online and you don’t even need the help of a human resources department to do so. A blogger will study what your niche is, pitch topics up for your approval, create click-worthy headlines, and write relevant content that your audience can relate to. But is that all your blog really needs?
What You Need is a Blog Manager
While bloggers are only limited to writing relevant content, a blog manager is someone who has all the writing skills of a professional blogger. However, this professional will also have conversion optimization and lead generation skills. You can rely on him/her with your marketing strategy, as well.
One great benefit of hiring a blog manager is that you can leave this professional all to himself. They can produce content that your blog needs on their own, without completely locking you up, of course. You can work with your blog manager if you have a specific article you want to publish with the guarantee of benefiting from your ongoing campaign.
Responsibilities of a Blog Manager
Great blogging means all your content reflects your prospects as they move through the buyer journey. It is the blog manager’s goal to ensure that blog posts are converted to sales and more leads.
The blog manager is responsible for:
- Brainstorming blog ideas
- Developing content strategy
- Strategically schedule posts
- Managing or hiring writers
- Guiding and training writers
- Managing guest posts
- Analyzing results
Before content is published on a business blog, the manager must check each post for readability and if it has the proper layout and format. Content must be search engine optimized and should have hyperlinks, images, and a call to action. It must be proofread according to industry standards.
Blog managers are also knowledgeable about the tools of the trade and are reliable no matter what your preferred blogging platform is. They can set up, maintain, and make sure your blog is regularly updated, and can even customize a theme that goes with your business.
To make sure every blog post is monitored, blog managers can use analytic tools, draw competitive analysis, use keyword research tools, and heat maps. This means they don’t just learn your business niche; they observe your competition, as well.
If your blog is already up and running, your blog manager will be able to pinpoint weak points and make ways to improve it. Conversely, your competition’s blog campaign will be used for your gain, as well, because blog managers are able to identify their weaknesses, too.
If you’re worried about the aspect of SEO for your blog, don’t fret. Blog managers have made web writing a career and SEO is one of the things they need to master. This will ensure your blog heeds all the policies implemented by search engines like Google. With the right SEO tools, you’ll avoid penalties and, eventually, your blog will make it to the top of search engine results pages (SERPs).
These professionals are more than just writing and uploading content. They also make sure that each blog post has the appropriate image/s with copyright laws in consideration.
How to Choose a Blog Manager
Know the Level of Service You Need
If your business needs a total communications specialist, make sure to set the budget aside for it. Blog managers do all the work that your blog needs, so a small budget is kind of unrealistic. Prepare to shell out enough money to get the full services of a professional. Don’t settle for those that offer half the price. You may end up with substandard services.
Make Sure Your Blog Manager Understands Your Business
Blog managers often started as writers themselves and, although they’ve covered nearly everything that the Internet has discussed, it doesn’t mean they’re experts in everything. Provide your blog manager with the information they need to immerse in your business and understand it to the very core. This will result in content that’s inspired, which your customers can easily relate to.
It’s great when you’re able to assign a topic to somebody and he can whip something up without lots of questions. But, sometimes, ideas don’t have to come from you alone. Insight from an outsider will help businesses understand their customers better, so find out if your potential blog manager is able to provide you with lots of it.
Don’t settle for somebody who’ll simply write, edit, and upload blog posts for you. Find someone who has brilliant ideas and has the appropriate content strategy. This will ensure your business blog has the right kind of diversity.
Remember that you hired a blog manager because you need someone to spend more time on your blog than you can afford. Entrusting your business blog to another person might be scary, but in the hands of a professional, your blog will surely outperform your competition.