Our primary reason for having a collaborative or team blog is because blogging as a team is easier. Being a member of a team lessens the pressure of being the sole writer and the responsibility of having to come up with another 300 words or so every week. The team shares the work and shares the benefit of being involved with something bigger than the individual member. And there are additional benefits.
1. Become a Resource
A blog allows you to establish a position of expertise and can make you a resource for the media and other bloggers. You’re no longer just a source of information about your specific profession but also about bigger industry issues, trends and developments.
2. Create a Dialogue.
Websites are one-way communication, a broadcast medium. Blogs in contrast are interactive. You can post a comment. A reader replies. You respond, another reader chimes in with a follow-up comment, etc. Each post can potentially become a conversation, not just a monologue. That creates reader engagement, a deeper level of relationship than just the passive consumption of information.
3. Develop new relationships.
Becoming an industry expert and resource, and creating dialogs, enables you to establish relationships with prospective customers, potential partners and other industry influencers that likely wouldn’t have happened otherwise. A blog lets you attract readers with your knowledge, interests, opinions and observations in a way your web site can’t, thus expanding your circle of influence along with personal and business relationships.
4. Multiply Your Efforts
With a blogging or collaborative team, you have four-to-six SMEs who are willing to post comments about their professions or industries. The members of the team should not be in competition with each other. For example two chiropractors in the same geographical area; or two web designers or two elder care attorneys, unless they served completely different markets.
To be continued.