How To Convince Your Company You Should Run Their Blog

Content is the new form of marketing and all companies want it. According to a recent survey by, a marketing software company, businesses are now in the minority if they don’t blog.  From 2009 to 2011 the percentage of businesses with a blog grew from 48% to 65%.But some are still behind when it comes to this strategy, which is why you should be the one to propose it to your company and then run it. From AdWeek:

“Every piece of communication that companies create is potentially an asset that can be shared. Every piece of communication can help dimensionalize a company, further define its brands and tighten bonds with customers. But very few have that kind of macro perspective on and exposure to all the content they produce. At larger companies, which are often siloed and matrixed, few people even think about the kinds of content that can be shared with customers.”

You are a great writer, you know your brand inside and out, you know what a customer wants and you have been using social media since, well, Facebook was cool. You can totally do this. Now you just need to convince your bosses. Here are a few tips on convincing them:

1. Make your case

A blog will:

  • Build traffic: Is a site really a site, if no one looks at it?
  • Build authority: If your company blogs about what they know then they will get credit as an experts. Blogs show confidence!
  • Increase brand awareness: This is such a low-hanging fruit way to get your brand out there. Look at the SoulCycle blog for a good example. They write about the lifestyles of their instructors and customers thus encouraging more customers to participate in their brand.
  • Go hand in hand with social media: Blogs and social media are like peanut butter and jelly. Social media is the conversation but the content is the subject of it!
  • Be an inhouse source of PR: This will give you control when you want to address an important issue.
  • Show that your company isn’t made up of robots: A blog humanizes the company and builds credibility and trust!

If you say at least three of those you should be on your way but you should also try these:

2. Do your research

Show your bosses that you have looked at many other company blogs and studied them to figure out what works and what doesn’t. Write all of this down in a short report – a competitor analysis, either that shows everyone else is blogging, or that you would be the first one who can jump the gate in your industry, is a great convincing tool.

3. Start engaging people in conversation now

Show that you are capable of getting customers engaged by getting a conversation going on another blog. Start commenting on relevant industry blogs and tracking hot themes and topics. Even better, start blogging on a personal blog about your industry or company (as appropriate) – if you can do it on your own, you can definitely do it for your company!

4. Use cold hard money facts

Show them the State of Inbound Marketing report. It has tons of information related to successful use of social media in generating leads. The study shows that social media is one of the top drivers of leads and it’s the top driver of reducing the cost-per-lead (CPL) for B2B and B2C businesses.