The popular notion of a blogger is that of someone simply spending spare time to write personal notions on a public web log. In the business community, however, a blogger can be an integral part of a company's social media outreach program. Bloggers are often used to “humanize” the company and work from a customer-facing page on the organization's site. They are then expected to create engaging and enthusiastic posts which detail aspects of the company, its ongoing projects and endeavors, and updates on new offers and services.
While bloggers may work as part of a social media team within a company, they often interface with the marketing, sales, and advertising departments to stay up-to-date with company advertising campaigns and promotions and help promote and increase consumer loyalty. Additionally, bloggers can use these channels to stay up-to-date with all products and services to provide accurate information inside blog posts related to these items.
Many companies strive to increase customer loyalty using information related to the personnel and work performed at the company. Bloggers may profile key employees or discuss the means and reasons for certain processes from the web platform; this can be an especially powerful public relations tool when a company must minimize the impact of negative news or publicity.
To work with a company, a blogger must be an excellent written communicator, and many have a degree in marketing, English, professional writing, or a related field. Aspiring bloggers must also be familiar with the organization's business practices and products and able to portray them in a favorable light at all times. Knowledge of HTML and related web publishing languages is highly beneficial to make new pieces as agile and versatile as possible. Most bloggers within the business community work regular hours during the day, while some set their own work schedules.
Identify topics of interest to a particular community, research them, and write articles.
Stay current on topically related news, competitors and developments.
Edit and proofread posts and adhere to standards and brand style.
Use metadata, keywords, framing, and SEO to produce posts that market themselves.