Remember those newletters many marketing departments were tasked with producing a decade ago?
The first couple iterations rolled out on schedule and were loaded with fresh content. Over time, however, it became increasingly difficult to generate new, interesting articles. So publication release dates slipped and, eventually, the whole effort fizzled out.
That’s what I’m seeing with today’s CEO blogs.
Wow, What a Great Idea!
Just like the old newsletters, CEO blogs are conceived for myriad reasons. Pressure from a Board member. An article that espouses the wonders of social media. A competitor blogs. Etc.
It can make perfect sense for the CEO to blog. Particularly in SMBs where she is actively involved in developing and selling the company’s products.
The CEO blog is akin to a panel discussion at an industry conference. These leaders possess rich market insight and business experience.
Plus, they tend to have a deep network of contacts that will probably read or subscribe to the blog.
So Far, So Good
Like a kid with a new and shiny toy, the CEO pours energy into her blog.
Content is easily developed.
The CEO alerts her followers on Twitter and connections on LinkedIn each time there’s a new post. The VPs do the same. It’s promoted on the corporate website. And e-mailed to the house list.
The posts garner some “attagirl” comments.
Hey, this blog thing rocks! Who needs marketing?
Ah, But Here’s The Rub
The reality is that the CEO is responsible for a lot of stuff. And most of these things take priority over blogging. Such as raising capital, closing deals or launching a product, just to name a few.
Even without those critical deliverables, coming up with fresh blog topics is difficult. Just ask the folks who earn their living doing it!
So, what started as a daily, bi-weekly or weekly blog begins to stall. Weeks pass before the next post. Then months.
Plan For Success
For any CEO who is considering or has started a blog, you should, at a minimum, do the following:
- Amass a cache of ideas and content – preferably before you launch the blog.
- Create a publishing calendar and publish regularly.
- Enlist a marketing staff member, consultant, intern or even a journalist to help draft content, develop your ideas and keep the blog on schedule.
There are terrific resources devoted to teaching the mechanics of blogging such as Social Media Examiner, Copyblogger and Online Marketing Blog as well as best practices to adopt spelled out here, here and here.
Let me hear your thoughts… What are some great CEO blogs? Which CEO blogs are dying on the vine? How are the successful ones staying on track?
Thanks for reading and for your comments!