And a strange thing is happening: Organizations are hiring their own blog reporters. Here’s why.
The rationale for organizational blogs goes something like this: if the press, for whatever reason, isn’t covering an organization or the issues core to its business well, then that organization has a strong incentive to self-publish so its views are represented.
To most organizational decision-makers, this sounds like an easy enough idea to gain valuable industry mindshare and to be seen as having an open dialogue with its constituents – until it’s time to put fingers to keypads and produce meaningful content.
Those who manage or oversee organizational blogs are finding it challenging to get the dynamic content that furthers the blog’s purpose. When this happens, the organization’s approach to blogging needs rethinking.
There are two approaches to blogging: original content vs. content aggregation. Original content involves blogging thought-leading pieces from executives, customers, or supporters. Unfortunately, these are the blogs where content tends to go stale.
Instead, have an industry blog, a blog that seeks to aggregate the entirety of news core to an organization, and take a journalistic approach to this mandate. Give context to industry issues, not unlike a position statement on a piece of news, but primarily rely on reportage pulled from mainstream press for starting points.
Filtering content, rather than taking ownership of the bulk of its creation, is the next iteration of corporate blogging.
Rob Shapiro, EVP and GM, Greentarget in New York