Who should write your blog?
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The first thing to consider is whether your blog should be written by someone in your company or if you will secure the services of a writer. I didn’t consider hiring someone to write the blog for my travel business. I wanted there to be continuity in style and content between my website and blog. It really depends on the business you have and if you feel confident about writing yourself. If you find a writer who has experience in your industry and as a blogger, they may well be able to produce a more effective blog and the writer’s fees could be a good investment. However I do think it makes the blog more authentic if it’s written by someone who has direct experience of working in your organisation. A good blog is not all about spin and perfect presentation. Readers will see straight through that and there will be nothing compelling to make them come back a blog written by a somewhat distant third party.
If you make the decision to author your blog in-house, who is going to do the writing? For me this wasn’t an issue, as I don’t have partners or employees. I sometimes think it would be great for my blog to have several authors because then I’d only have to write a post a few times a month, the load could be spread. I think multi authoring could also make the blog more interesting for readers as they get variety of writing styles and perspectives. I have regular guest interviews and guest post to add some fresh content to my blog.
The downside is that the blog may lack coherence and focus if there are several writers. I wouldn’t advise trying to force participation in writing for the blog. as it’s better to have a fewer enthusiastically written posts than more insepid, disinterested posts. If several people in your organisation spend time researching and writing for the blog you could experience a loss of productivity which would have to compensated for by a increase in revenue brought about by the blog.
There is not a definitive answer to “Who should write your blog?”. You have to look at your own business and how you can best achieve the aim of your blog.
For me it was a relatively simple decision to write the blog myself because I enjoy writing posts and have experience in writing destination guides and articles for my travel business. My business is very much a reflection of my personal preference to get off the beaten track and see more of the real Europe.
What’s your opinion?
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