More and more companies are starting to see the value of blogging as a means to build credibility and trust and guide prospects through the buyer journey. Companies that blog get more leads. Period.
Why You Need a Blog Manager
The tough part is implementing a process for consistent blogging. Who’s going to write the articles, about what topics, how frequently? Who’s going to see the articles? How can you use the articles to help the sales process? How are you going to know if it’s working or not? Blogging requires a big corporate culture change.
I wish I could say “Oh, just hire a professional writer, get your team involved, find guest bloggers, and it will be a piece of cake.” While those are great ways to ease the burden, the truth is that someone has to be in charge to oversee and coordinate the whole process.
Blog management will either need to be added to someone’s job duties, or you’ll have to hire a specialist to do it for you.