The corporate blog is a strange creature.

Unlike other blogs, you can have multiple ‘faces’ because you have multiple contributors. Some will be skilled writers; others will not. Some will be able to address their readers in an attractive way; others will hurl impenetrable corporate language at them. The result is often an ineffective pile of articles that no one reads.

That’s why corporate blogs can be a nightmare.

Let’s go back to the issue of multiple contributors.

At first glance, it sounds like a good thing because it shares the workload.

To some extent, that is true. However, it also means that it can be a pain to coordinate.

Some poor soul will be tasked with chasing down contributors to ensure a regular stream of content is released. A thankless task for anyone to be saddled with.

Mind you, that’s not the biggest problem.

That comes down to continuity.

speaking with one voice

Every company has a brand voice.

The problem with multiple contributors is that you’ll get a wide range of writing styles that can create a cacophony of noise that will put off readers.

Some people are naturally gifted writers, while others are not.

Some people will be able to write in attractive and direct language that everyone can understand.

Others just write in complicated terms that result in a nonsensical article that leaves everyone scratching their heads.

So how can you get around this problem and create a long-lasting and successful corporate blog?

Optimizing Your Blog Creation Process

The answer may seem to be to get one person to do all the writing. The only problem with that is that your blog will need to cover different subject areas and it’s unlikely that one person can write everything.

The best way to fix the problem is to have a GateKeeper blog.

Posts are written by your subject matter experts and then passed to your GateKeeper.

So it’s your job:

Edit each article to align with the brand voice

Modify them to make them more readable (ie adding subheadings etc.)

Source images to bring the theme to life.

Add SEO Elements

Of course, for this to work, your Gatekeeper needs to be a professional writer (or at least an expert), especially when it comes to optimizing your articles. Although you might think the cost of a writer is unnecessary, the result will be a healthy blog that is regularly updated with readable articles.

Whether this is done in-house or outsourced, it’s the best way to ensure that your corporate blog remains healthy and popular.