Enterprise Blogging Suite is a powerful engine that provides essential tools
for efficiently creating attractive, content-rich blogs that increase your
impact and reach. Adrecom’s blogging tools allow you to accommodate multiple
authors while synthesizing and organizing their posts, manage and pre-configure
social media interaction, pre-schedule posts, categorize posts, efficiently
link to related posts, and automatically moderate blog responses.
But, content is
still king. What you say and how you say it have everything to do with whether
your blog succeeds in its mission. Having the right blogging tools can take
your content to another level.
internally to foster idea exchange, knowledge development, and information
tracking, or externally to provide readers with relevant current information,
blogging form and substance are important to whether your blog is noticed and
whether it’s trusted (credible). After all, if your enterprise’s blog isn’t
establishing trust and credibility as it disseminates information, what’s the point?
To make your blog worth the effort, and ensure its success, here
are some basic enterprise blogging “best practices” to guide you:
your audience. Know what they’re looking for. Ask yourself these questions:
Who is your
primary audience for the most part? Who are you trying to reach?
they reading your blog?
they hope to find?
delivering what they’re looking for?
Write in a tone and style that is consistently appropriate for
your purpose. Know what you want to accomplish with your blog. Don’t try to be
all things to all people.
focused on your purpose and your audience in choosing your topics. Your readers
will come back again and again if they know they’re likely to find useful ideas
written in an honest voice. This consistency generates loyalty and trust, and
perceived authority. It also leads to expanded readership.
original ideas and exceptional content that have value to your intended
audience. If all you do is list links to information created by other, you’ll
lose your readers quickly, and you’ll defeat your purpose. When you do provide
links, be sure to explain in your own terms why the link you provide is useful,
relevant, or important to your audience and the purpose of bringing it to their
Write interesting and attention-getting blog titles (headlines) that accurately
depict the blog entry’s content. Also, be sure your headlines are SEO optimized
with keywords to the extent feasible, but never use irrelevant keywords in a
title just because they’re keywords.
Credentials - Identify the blog’s author and appropriate credentials and
expertise to show the world who you (or your team) are and what your
qualifications are in the blog’s general subject areas. If the author’s
credentials are extensive, link to a separate page containing an appropriately
extended biography. If you have multiple contributors (authorized bloggers), be
sure that they all have uniformly presented and easy-to-find profiles. Letting
your readers know who’s behind the material presented enables them to better
understand the value and authority of the work.
Contributors — If your blog features more than one author, be sure that readers
can readily find and view all posts made by a particular author sorted by
defined time frames. This enables readers to better understand a particular
author’s strengths and focus.
Follow, Share — Provide readers the ability to easily contact the author by
email, an onboard contact form, or by communicating a direct response to a
particular post. This enables readers to get to know the author, provide input,
and build relationships. Also, be sure that your blog’s posts are easily
shareable via highly visible social bookmarking buttons, enable readers to add
"Likes" on Facebook and Google+, and prominently place a link for
readers to subscribe to your blog’s RSS feed or “tell-a-friend.” More
subscribers mean more loyal readers.
Ensure that your blog interface permits readers to submit comments and view
comments made by others in real time. This renders the blog far more dynamic
while generating useful feedback. Allowing readers to rate blog posts is
another useful form of feedback. If you allow comments and ratings, however, be
sure your system has an automated moderation feature that filters out spam and
abusive responses before live release.
Visual Aesthetics and Page Navigation — Select page colors and fonts
that are easy on the eyes and contrast well, don’t encumber the page with too
many distractions, and keep your page lengths and paragraphs fairly short.
White space helps make the page easier to grasp with a quick scan. If single
blog entries are particularly long, break them into multiple pages to reduce
Also, keep the reader interested and engaged by using multimedia (images,
video, audio) within your blog. Be sure to include your site’s standard
navigation footer so readers can move easily to and from the blog, and an
internal navigation tool for movement within the blog entries and archives.
overwhelm your readers with too many entries, or underwhelm them with too few. Balance your frequency. Respect your
readers’ time and adopt a level of frequency suitable to your audience and the
blog’s broad purpose and utility.