Even after playing together for more than fifty years (I learned from Steve & Jack’s Home News), the Rolling Stones musicians still understand the value of practicing together, committing to two months of rehearsal before every tour. Why? Practicing together helps them reconnect with each other’s rhythm and understand each member’s distinctive roles.
Running a business blog takes commitment and teamwork as well. In fact, as we Say It For You blog content writers embark on our 13th year, one thing continues to become clear: Whenever things do not work out as planned, it almost always has to do with lack of coordination among the team members:
- the blog writer
- the webmaster
- the business owner or practitioner
- the staff of the client’s business or practice
As blog content writers, we are interpreters. Effective blog posts must go from information-dispensing to offering the business owner’s (or the professional’s, or the organizational executive’s) unique perspective on issues related to the search topic.
What that means is that owners and professional practitioners have got to be involved in the process of producing content, even after they’ve engaged our services; they can’t “go to sleep” and cede control of the creative process to us. The webmaster has to work together with the blog writer to provide the optimization and analysis that make the content “work”. The front-line employees who deal with the customers daily must be involved.
Hiring professional bloggers is not a “wake me up when it’s over” proposition – just as is true of the Rolling Stones, reconnecting with each other’s knowledge and rhythm is what makes the material come to life. Not only should there be periodic team meetings to discuss content, it is not a good idea for me and my team to take on writing assignments without insisting the business also invest in properly designed landing pages and website optimization. When blog writing is not coordinated with email and social media the results are simply not likely to be what the business owner expects.
Business blogging may not take a village, but it certainly does take a team!