Decide Who Takes Ownership of Your B2B Blog

Written by Nick Stamoulis

A B2B blog is an important marketing tool. B2B marketing success online largely depends on the amount of quality content that is being published on behalf of a business on a regular basis. Content is what showcases a business as a thought leader and what gives decision makers the information that they need during the consideration process. The primary outlet for that content is the company blog. Housing thought leadership content that targets specific keywords on a company blog is an important component of an SEO program, as it is an opportunity for that page to rank for targeted keywords and can generate natural inbound links pointing back to the site. These blog posts can also provide fuel for a social media campaign.

In order to ensure a steady stream of quality content and to post content that attracts all types of target audience members, it’s ideal to have input from all business departments, specifically within a large organization. Both current and potential clients or customers want to learn about the various processes that your business takes, which will require input from each department that has a hand in the process. If it’s just one person or team that’s contributing all of the content, it’s likely that there’s a lot of great information that isn’t being covered adequately in the blog. If every department is involved with the content that is created for the blog, there’s also a greater likelihood that the blog will be kept active because there should be more content to use.

However, just because every department should be responsible for contributing some content to the blog, it’s important to designate one person or team that will take ownership of the blog and ultimately be responsible for every post that goes live. They will be responsible for determining the types of content that is acceptable, how long each post should be, and setting up the weekly, monthly, or quarterly editorial calendar. This is to keep things organized and streamlined. If there are “too many cooks in the kitchen” it can result in a blog that doesn’t have any organization or structure.

In a small organization it might not be difficult to determine who should take ownership of the blog, however it’s not all that easy to decide within a large company- especially a company that outsources different facets of their marketing. For example, the content writers, the SEO team, and the social media team all have a vested interest in what should appear on the blog and when it should appear. If each team is given log in information and does whatever they please, the result will be sloppy. Designating one team to “take charge” will help to keep things streamlined. Essentially each of these teams should work together and coordinate an editorial calendar that will keep each of these departments satisfied. It’s best to do everything possible to avoid “office politics” and the fear of stepping on someone else’s toes. The end goal is the same it’s just a matter of coordinating who is the point person.

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