Step 5 for Dumping your Marketing Department – Leverage Blogging. (Those of you who think I might actually be proposing getting rid of marketing might want to read the post before jumping to any conclusions.)Earlier this week I wrote
In that post I suggested that blogging is another way that sales can reach out to their market and generate their own opportunities as well as nurture those that they are already working. However, I recognized that many companies are loathe to let their sales reps anywhere near a blog.
Yesterday I found proof that sales can write their own posts and that allowing those who are closest to the customer is one way to keep your blog real and relevant.
Tyler Buskard is Sales Director for HighJump Software. He doesn’t own the company blog but he is a frequent contributor to it. His posts are entertaining, tight and right on the money. (They may not resonate with you if you haven’t spent time marketing to operations people like I have. You’ll just have to trust me that the message is spot on.)
HighJump’s blog Raising the Bar is also a good example of a blog written by multiple authors – a technique you may want to try if frequency of posts is an issue. The posts have the same style and tone. So much so, in fact, that I checked with Tyler before posting this to be sure that those with the bylines were the ones that wrote the posts. (They were.)
Although the team obviously has a format of sorts that they adhere to, there is enough individual personality in the posts that you feel like you know the bloggers. Chris Goldsmith’s post where he manages to tie the Viking’s acquisition of Brett Favre to a product launch is a great example.
All the posts promote HighJump Software without being excessively promotional. I think the length plays a big part in that. When Chris talks about the product launch he starts with a fun paragraph about Brett Favre and the Vikings. It is short enough not to irritate those who aren't football fans (or have developed a passionate dislike of Favre). Then he covers the product launch in another short paragraph. As a product strategist I’m sure he could have gone on for pages with details, but even while interjecting some of his own personality, he kept his audience in mind.
If you are looking for a good B2B blog to emulate, I encourage you to check this one out.