Corporate blogs, for many the first step in the whole ‘brands as publishers’ journey, are a reality for millions of businesses. But few talk about their shortcomings, especially at large companies with plenty of marketing budget.

The elephant in the room when it comes to many ambitious corporate content initiatives is turnaround time.

Turnaround time can be how long it takes to react to something topical – writing a blog post off the back of a piece of news, for example.

But turnaround time can also just as easily apply to the process from commissioning content all the way through to signing it off and getting it posted.

Screwing this up might result in some apathy in an organisation. At worst, it means stale content, losing sight of goals, missing targets around engagement, leads, sales and so on.

There is a tendency to think of large companies as the slow-turning oil tankers. But Collective Content has worked with both agile large companies and sloth-like SMEs.

That said, no one will make the most of content – including but not only blogs – if it takes forever to turn it round.

Operating like a professional media owner requires a confidence to open up, to try new things then move on. Some companies will never get that. But lots increasingly do.

photo credit: Images_of_Money via photopin cc
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