Carol Stephen reports:
"Entrepreneurs often say that they’d like to blog. They put someone on the job (often the poor intern who has no idea how to motivate others, let alone get the blog going), and hope for the best. What happens, though? The blog is dormant, wakes up from time to time, goes back into a Rumpelstiltskin-like slumber, and then languishes. While a team approach works well for some, putting a single (often inexperienced) person in charge of a business blog isn’t the best idea, in my opinion. A much better idea? Put two people in charge, and let them motivate each other...Drafting in the sense of writing means creating a rough outline. Drafting in the aerodynamic sense, and for a business, can mean that everyone gets a break and works off each other...I like the idea of appointing a leader, but with a twist: have two leaders who are buddies with a similar work ethic and writing skillset...With two people in charge of blogging, neither of them bears full responsibility. And they can brainstorm with each other, pass the writing back and forth, and one can take over when the other is ill or on vacation. Blogging is critical for a startup or for anyone who wants to be found online. In my opinion, it’s a responsibility that shouldn’t be left to an intern, but given to someone on the team who is more invested in its long-term success. And when one person runs out of ideas, the other person can say[,] '[W]hat about this? [Y]ou’ve never covered this before!' If you want your business to succeed, hire someone whose primary job is to create content. This can mean social media posts, but more importantly it means original writing that positions your brand as a leader. Writers can not only write blog posts, but [also] create playbooks, headlines for curated content, online materials, and slideshows. You want someone with experience as a writer, and that includes good grammatical skills. There’s nothing worse than seeing good content ruined by spelling errors and bad grammar...The idea of having a writer for a movie might sound silly and straightforward. But often movies with fantastic special effects seem to miss one element: a writer. As a writer, this is offensive. Why couldn’t they hire one writer to make sure the script makes sense? Aside from continuity editing, the writer’s job is to create dialog that flows and sounds natural. Like a movie, your business needs a good writer, too. Preferably two or more writers!...Whether you’re a solopreneur or a brand, I highly recommend the blogging buddy route...Content has become more important and a blogging buddy can help your cause."
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