It’s about time that us TKGenius authors jumped on the bandwagon of our annually wrap up posts, so bare with me as I take a moment to pontificate on one of my very favorite content marketing topics.
Today, let’s have a quick chat on the art and science of business blogging.
The State of Business Blogging in 2012
I feel like multi-author business blogging is finally starting to come of age as we approach 2013.
According to blogging.org, just over 60% of U.S. businesses have a blog as of July of this year. Only 35% of this businesses produce new content on a monthly basis, and over 65% of those blogs are dormant of fresh content with no updates made over the course of 2012.
Enter, sad clowns … and frustrated marketing managers who are starting to figure out that in order to make a blog work for their business, the focus needs to be on producing frequent and consistent content that works to build a habitual reading behavior in the minds of the target audience.
Marketing managers who find themselves struggling to keep up with the demands of their company blog should take John Heywood’s 1546 epigram to heart — “many hands make light work”.
Marketing Managers Take-Away:
By recruiting a core group of dedicated writers to produce a few posts per month, and then using those contributors as mentors to new contributors that can be brought on to the blogging team in later phases, the workload required to publish 10-15 new posts per month becomes much more manageable
5 Useful Tools for the Serious Blog Administrator to Get to Know in 2013
Adding more contributors and authors to your business blog can also bring on some additional work in terms of managing the editorial process.
If the goal is to produce more with less single human effort, then it’s a good idea to lean on technology to help keep the humans and the process moving along at a good pace.
Below are 5 useful tools that can help with various functions of growing and managing a multi-author blog. My advice? Take some time to experiment or even schedule a demo with any of these companies based on your own needs. Each of them provide a very solid and well design software tool.
- Group High: GroupHigh is particularly helpful in that it allows managing editors the ability to efficiently build lists of influential bloggers and begin to develop relationships that lead to guest post requests, influencer marketing and other blogger relationship opportunities. While the technology is well designed and very powerful, make sure to use this tool wisely. For tips on that, read Heather Whaling’s post on how to pitch bloggers.
- WP Editflow WordPress Plugin: EditFlow is a free and easy to use plugin for managing the work flow of a multi-author blogging program. It’s a good starting point for any blog author who is looking to bring on additional contributors. Be advised — you pay for what you get and will probably outgrow EditFlow quickly, especially if your blog grows past 10 contributors. Once you hit that size, it may be time to investigate a more powerful backend CMS designed for multi-author blogging programs.
- Innoblogs Multi-Author CMS: This product from Innogage is what I believe is the next phase for bloggers and managing editors who are serious about using multi-author blogging as a mainstay in their tactical content marketing model. While the software comes with a monthly subscription fee, Innoblogs is fully-featured in terms of managing the multi-author work flow process as well as focusing your content to target large groupings of SEO keywords that will drive targeted visitors to your posts.
- SocialFlow for WordPress: this great plugin can be inserted into any WordPress blog, and once turned on, enables optimized timing and distribution to your Facebook page or Twitter account of your choice for each post published to your blog. SocialFlow is currently being used by New York Public Libraries to publish up to 3-5 new posts per day across 50-60 blog contributors from various branches.
- Zemanta: a content and idea discovery engine that works by connecting bloggers with other bloggers who write about similar topics, and then making back linking and citing easy. While I am not a fan of how some of the browser plug ins work, Zemanta is a platform that can make some smart recommendations to help forward and enhance your own creative blogging process.
These are only five tools you can start to look at in 2013. What else would you recommend?