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(Jade Thiraswas)

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“Allowing” Guest Blog Posts vs. Nurturing a Public Community of Subject Matter Experts

 

Generic "guest bloggers" should not publish their posts on a corporation's blog.

Guest bloggers on a corporate blog could be clients of the corporation, related companies or partners, or employees of the corporation. Their posts should be about ongoings related to the company and its place in the world.

Topics for guest blog posts on a corporate blog:

  • Interviews with our awesome clients
  • Posts from business partners or technology partners about awesome things done together
  • Posts about cool things being worked on

 

For a broader "guest posting" strategy -- aka "UGC" or "user generated content" strategy -- The company should establish it's own media -- a community where subject matter experts (SME's) publish their content where interested people would want to read it, and where people'd most trust it.

Topics for UGC on a "social Magazine" community:

  • "Spa Hopping: Bridal Package Ideas"
  • "How to Get Started as a Yoga Teacher"
  • "The Eco Edge: Consumers are seeking green produces and services"
  • "Soothing spaces, Feng shui for studios"
  • Etc.

 

Why? 

The medium is the message.

  • People don't trust corporate blogs. Great content that would otherwise succeed is extremely likely to fail by being published on the wrong channel (a corporate blog).
  • Publishing SME content on "a magazine site" will be wildly more successful than publishing the same content on the company blog -- solely because the message would travel through the right medium.
    • There are a few exceptions to the rule — from companies that either fought extremely costly and wasteful uphill battles; or were extremely lucky.

Why?

  • Because any corporate blog is perceived as a corporate blog. With good cause, for, indeed, corporate blogs are corporate blogs. See the dog and duck rule.
  • Because a "social magazine" is perceived as a source of content from subject matter experts. And rightly so, because, if done right, social magazines produce awesome content from subject matter experts ("done right" = "not as a spammy content farm; but as curated media").

Want to observe this truth for yourself?