The first question you need to ask is ‘what do I want my blog to do?’ – if it’s a B2B blog the objective might be to establish thought leadership in a specific market and/or generate leads, if it’s B2C, it might be to drive Facebook content & fans, drive brand engagement and positive sentiment.

Once you know what the blog is to achieve, work backwards on a plan to create the content and functionality needed to deliver it. This should include elements like an editorial plan, social media & visitor traffic targets, engagement & moderation rules.

Once the plan is in place, you need to consider the resources to deliver it. Delivering high quality, frequent blog copy is not easy and relying on busy executives as the sole source of content is not a sustainable option in many cases. We advocate appointing a dedicated blog editor, with experience in your sector working to a tight brief.

So far so good, then there’s the issue of where should the blog be hosted, what should it look like, which social media buttons should I put on, how do I SEO optimise the content.

If you’ve read this far, perhaps we should make contact, we can guide you through the complicated process of developing a great blog.