I hope you’re ready to get a little bit meta, because I’m about to discuss corporate blogging… in a corporate blog post. Though they’ve been around longer than almost any other form of social media, blogs continue to be an important channel for companies that want to become a resource to their current and future customers. No other outlet enables a brand to engage through in-depth thought leadership without becoming sales-y – other social channels are geared towards short, snappy posts and responses.
The ideal blog becomes a trusted resource that customers and prospects visit over and over until the blog’s brand becomes synonymous with valuable information. One of the best ways to accomplish this goal is to publish posts that offer commentary on the latest trends, but we all know the reality – long corporate approval processes can make staying current almost impossible. How can you discuss news when the blog post won’t go up for a month? How engaged will my customers really be if I put up a blog post about Game of Thrones or George Zimmerman in August?
As difficult as it may seem to achieve, tying into the latest trends remains important, and there are a few ways around the roadblocks. At Greenough we’ve worked with some clients to establish a “fast track” for topical posts, with a parallel (but slower) approval processes for “evergreen” posts. For example, if your blog publishes three times per week, you might put up a best practices post (written last month) on Monday, a customer case study (written several weeks ago) on Wednesday and a KOL’s commentary on a breaking news story (written and approved that same week) on Thursday. By prioritizing a select few posts, you may be able to keep the blog fresh even if the approval process for most pieces takes months.
Another option is to build posts around a news placeholder. Ninety percent of the post can traverse the approval process, then, the blog editor can go back and fill in a piece of news the day before publishing. These won’t sound as natural – you won’t be tying all aspects of the post back to the news story – but at least you’ll be relevant enough to potentially spark a conversation in the comments section. In these cases, it’s also a good idea to build a placeholder into the title of the post so you can grab readers’ attention with something newsworthy.
Corporate policies usually exist for great reasons, but as every PR person knows, they can be a serious impediment to engagement in today’s fast-paced social media landscape. There’s almost always a workaround to these issues – sometimes it just takes a little creativity to find it!
Jake Navarro is an account supervisor for Greenough. Send him an email at firstname.lastname@example.org