Peter Drucker, whose writings have contributed significantly to the philosophical and practical foundations of the modern business corporation, continues to be highly relevant in this age of social media.
Drucker once observed, “Plans are only good intentions unless they immediately degenerate into hard work.” This is something those responsible for corporate blogs can relate to, as the strategic intentions behind the corporate blog often founder on the rocks of post development— generating the number and quality of post topics that keep a blog relevant and generate traffic and ongoing loyalty to the blog.
That is hard work—yes it can seem drudgery to do—so post development has a tendency to fall to the bottom of marketing “to-do” lists, leaving blogs bereft of vibrant ongoing content and falling short of expectations as they lose momentum over time.
As a regular contributor to corporate blogs, we’ve found that our clients are not only looking for us to help write posts but generate compelling post topics; and so we’ve developed a formal approach to meet these needs. By scanning everything from academic papers to pop culture— by following hundreds of twitter feeds, forum discussions, LinkedIn conversations and by making use of Google Alerts, Search, and other online research tools—we are able to provide our clients with relevant, customized post topics every month.
Our experience writing blog posts for leading corporate blogs has given us the tools to develop compelling topics— something we’re now offering as a service on its own, regardless of whether we write the posts ourselves. We’re calling this service PostSource, and if you’d like to explore how PostSource can help eliminate the challenges of ongoing post development for your blog, please let me know.
As Drucker said, “Knowledge has to be improved, challenged, and increased constantly— or it vanishes.” So too with corporate blogs.