When hiring a blogger, how can I ensure that they maintain my brand image?
I know that blogging is valuable and I'm definitely not a great writer, but nobody knows my product better than me and I am scared of outsourcing for that reason. How can I make sure that a blogger will represent my product in the way that I want?
Here's what I do to make certain my clients and I are "on the same page". I sit down with them and talk to them about how they got started, their business philosophy, what THEY think their brand is. I offer scenarios and ask how they would handle such and such. This gives me a solid base to represent them with their values. Then, I write a handful of blogs - usually short with only 1 paragraph 'pontificated'. I ask them to review them and make notes while tell me what they like, don't like, etc. I revise those after that and do another 'proof' by the client - if we are in agreement, the first few blogs are done and posting is all that is necessary ... depending on the schedule the client wants (daily, weekly, twice-monthly) and the cost they'll bear. IF local (I do a lot online via e-mail and phone calls [I have to hear the passion in their voice for what they do] also) then I go into their business and video tape what I can, especially a sit-down with the client to offer me a constant reminder of their values, concepts and philosophy. Finally, you need to be clear about what topics and subjects to AVOID!
very simple hire me and i can ensure you that i mentain your blog brand image,Try it
Give them some homework. Let them first read several existing articles to understand your process/approach.
They need an accurate and comprehensive understanding of your business and its products.
You could put together topics, words, or themes that fit your company's messaging to start. The more you give them to help them create, the greater the chance of getting a good representation of your product.
a thorough briefing is usually all that is needed, then just editorial parousal before the subject is uploaded. Until trust is gained, I would expect that a client would want to see the work before it was published.
If you don't like something you have read, why not chat to the author/blogger to find out why they have written what they have, perhaps, although it doesn't look brand 'friendly' to you, you may like their point of view after a conferral
Hope this helps and good luck!
When a new client hires me for a project my first step is to see they’ve created a brand positioning statement.
A brand positioning statement defines four key areas:
Target Audience: Demographics/psychographics.
Brand Essence: Is a two to three word phrase (typically in the format “adjective adjective noun”) capturing the “heart and soul” of the brand.
Brand Promise: A two to three sentence paragraph that defines differentiating benefits the brand promises to deliver to the target audience.
Brand Personality: Describes the traits and characteristics your brand posses.
The brand positioning statement serves as the bible of your brand. It defines who you are and what makes you unique. Your writer should be able to review and have a clear view of who you are and what you do.
If you don’t have a brand positioning statement, your writer should start by asking you a series of questions about your audience, brand personality, unique selling proposition, competitive advantage, etc. I call it an intake session. And while it may take some time and thought, it saves time, stress and multiple rewrites.
Hi Lynn - I think you have received some excellent advice here.
For my team, we have final edit authority to ensure that our brand is consistently portrayed and our language is consistent. We, too, have outsourced some of our writing, but do so with local college students and interns. They have the flexibility of writing for a company for their portfolio, but we can have one-on-one interactions with them during the editing process. It has worked well for us since we often maintain those relationships and invite them to freelance for us. We know they are vetted. and confident they understand the product and parameters.
Our other go-to is finding freelance bloggers who specialize in specific areas. We're a small PPC company, and while there is a lot of knowledge here in house, only one of us was an English major. But, there are plenty of freelancers that understand the product and the industry, which we're happy to pay premium for. They are vetted and come with a following.
Lastly, if you know the product, and you can write about it, you may just need an editor. I am not a fantastic writer per-say, but we have someone who is an excellent editor. I am now learning from her how to be a better writer too.
Best of luck!
I would suggest performing a Google search and research their background and read their posts to gauge their writing style. After that you can narrow down your list and have a conversation. My first blog resulted in me landing on CNN within 6 days of launch. I'm happy to offer a 30 minute conversation to help you. ~ Chrishan
Set standards for them and routinely check out what they're posting to ascertain that your brand image isn't getting compromised. They're essentially an extension of you and your business, so they need to know it just as intimately.
My opinion might seem a bit contrarian, but I have the experience to back it up. You indicated that this need is specific to blogging, that said, blogs are valuable for their organic nature and not professionalism. The value you'll bring to your blog as the product owner will spawn real, organic conversations with your audience and bring great value to both parties. You'll get to understand what motivates your customers, and thats worth the time. Once you scale your operations you'll have more than enough training material for an employee who is as passionate as you are in the value of your brand.
You can go with 2 methods.
1. If you are familiar in doing promotional activities then just get a content from highly professional content writer or write a content of your own and send to editorial review. Update your blog with regular post.
2. Hire a blogger who has highly talented by analyzing their portfolio, also meet in person and explain them about the nature of job and the type of content your are expecting and check whether he/she meets your need.