Are there strategic steps and guidelines in starting a corporate blog? Yes, and there's more to it than meets the eye.
What are the challenges?
What is needed to govern blog publishing?
How will I create the content?
How can I track performance?
How I helped
1. Looking at what others are doing and understanding the trends.
4 Overseas Insurance companies
4 Local Competitors
200 Blog References
2. Creating guidelines for the blogs
I've identified the following key components:
3. Determining the review and approval process
Getting relevant people onboard and guiding them.
Finalising the process:
4. Looking at the important numbers
Tracking and measuring performance opportunities for improvement.
5. Finding resources
Grooming freelancers to help and ensure a steady stream of content:
Prepare blog brief pack to orient freelances on the brand guidelines
Prepare a creative brief for each blog
Create a content calendar with scheduled topics
I streamlined the brand guide into chunks of information that's easy and detailed enough for a freelancer.
Giving a writer enough materials to work with results to an unrestricted and fresh point of view. Provide context, references and other useful links to educate the freelancer.
You'll see more about the blog creation process in my other post:
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