The corporate blog is a strange creature.

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

This is why corporate blogging can be a nightmare.

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

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

To some extent, that is true. However, it also means that coordinating it can be a headache.

A poor man will be tasked with chasing down contributors to make sure a regular stream of content gets published. A thankless task for anyone.

Of course, that is 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 get a wide range of writing styles that can create a cacophony of noise that will put readers off.

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

Some people will be able to write in simple, attractive 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 fix this problem and create a long-lasting and successful corporate blog?

Optimizing your blogging process

The answer may appear to be for one person to do all the writing. The only problem with that is that your blog will have to cover different subject areas and it is unlikely that one person will be able to 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 voice of the brand.

Modify them to be more readable (i.e. adding captions, 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 a competent one), especially when it comes to optimizing your articles. Although you might think that the cost of a writer is unnecessary, the result will be a healthy blog that is regularly updated with readable articles.

Whether done internally or externally, it is the best way to ensure that your corporate blog remains healthy and popular.