When creating a successful corporate blog, there are a number of elements which come together to make it what it is. The content itself is key to this, but the words just form the final part of the blog and one which is supported by a number of other layers or building blocks. Together, they help to determine the blog’s focus and its effectiveness.

The more that I work with companies (large and small) on their business blogs, the more I see how these different layers must work together to give the right results. This is the case whatever the size of the organisation, though the timescales can vary enormously. A large corporate blog may take several months to come to fruition, not because there are additional elements but due to the number of “interested parties” involved. With a small business blog, the decisions are often made instantly and so the timeframe is shorter; however, the business challenges are similar.

In both business and corporate blogs, the structure and elements involved are made up as shown below.

Anatomy of a Blog: Layers and Building Blocks

1. Philosophy Layer
The foundations of any business blog should include the basic principles of blogging, which hold true for organisations just as they do for individuals writing their own personal blogs. These would include openness, two-way communication, passion, writing with an authentic voice, authority and personality.

An organisation intending to establish a blog should consider these carefully as well as the business ideals they embrace. If the company culture is one which does not have the flexibility and openness to accept and apply them, then it is unlikely that it will be able to use the blog to its full potential and it may be better served using other online marketing media.

2. Technical Layer
The selection of the blogging software to be used forms an important part of the technical layer together with how the blog is integrated with the company website (or set up separately), the internal IT requirements of the company and the hosting structure required.

The choice of blogging platform can compromise a corporate blogs potential from the outset if it cannot support the elements needed to achieve the blogs goals. To help future proof the investment in time and money, the platform should therefore not only cover the initial requirements but also have the scope to develop over time as the business needs of company and blog develop.

This might also take into consideration the technical aspects of Search Engine optimization, for example, which should ensure that the blog has the flexibility to allow page level customisation of elements such as title tags, blog tags and metatags.

3. Business Layer
Some of the most important decisions during the preparation phase relate to the overall business requirements of the blog and how it will be used by the company. The basis for these decisions will come from the answers to the 3 key questions which need to be answered right at the start of the process, namely what the aims and goals of the blog are, who its intended audience is and what it is designed to achieve.

The answers to these questions will effectively decide the format and focus of the blog which in turn will dictate who is the best person/people to write it, how often to add posts, how it will be marketed and what impact it will make on various departments throughout the company. All of these elements form part of the business layer.

Every successful business blog will have a particular business focus which will influence the way that it looks, its focus and the content that it contains. This focus can take many different forms given that the blog could be an internal blog (sometimes called a “dark blog”) serving a company, project or team or an external one used for branding, customer service, product development or any number of customer facing uses. [Some examples of business blog uses.]

4. Blog Interface & Graphic Layer
The graphics and branding elements are important parts of this, but they do not make up the whole story. In addition, the layout of the blog needs to be consistent with the business requirements of the blog so that best use is made of the space available to promote the elements which will support its business goals.

If your business requirements dictate that you are pushing to get subscribers then your RSS and email subscription areas will be very prominent. If there are special offers or specific service areas which are key to achieving the blog’s goals then these should be made highly visible within the layout and design. Some of the other elements relating to the interface and graphic layer can be found in the Business Blog Design Series.

5. Content Layer
Last but certainly not least, the content itself. This is the most important single layer because it is the one that the blogs readers are most aware of and it is the content which will attract them back and turn them from “passers by” into avid readers. However, the content only comes into its own because of the interaction and support of the other layers.

In truth, many companies and businesses tend to concentrate solely on this layer. However, the blog’s content needs to build on what was outlined in the business layer to achieve the right business focus for the company. This content will then be promoted, highlighted and pushed by the elements in the other layers.

One important, yet often overlooked, part of content element is the specific use of the individual post titles and specific Search Engine oriented elements such as the titles tags, meta tags and general blog tags, all of which should be provided for in the technical layer.

Summary
A blog needs all of the different components to be working together to be really successful and, for a corporate blog, doubly so. A blog using a standard template rather than the organisation’s branding will be less effective, as will one built on a platform which makes leaving comments difficult or one that reads like a sales brochure. Equally, a business blog where all the other aspects are in place but which is aimed at the wrong audience will not achieve the success that it perhaps warrants.

However, with each of these different layers working together, then the results can be excellent. The day-to-day focus can then be firmly on maintaining the quality and focus of the content and promoting it in the right areas to ensure that it can (and will) achieve the business goals it was designed for.

If you enjoyed this post, make sure you subscribe to my RSS feed!

4 Comments 
Tags: , , , , , , , ,

Recomended Reading:

  1. Building Blocks for a Successful Business Blog
  2. What makes a successful corporate blog?
  3. 11 ways to sink your corporate blog, Titanic style
  4. Overcoming the Fear of Corporate Blogging
  5. Planning your Business Blog