Companies hire bloggers to share news and information with customers and potential customers in posts on the company’s blog or website. Some bloggers are full-time employees of corporations or organizations, while others write blog posts as paid contractors. No matter what the topic, bloggers must clearly convey their thoughts to engage and inform readers.
Education and Background
A bachelor’s degree is usually required if you are a full-time employee. Degrees in public relations, business communications, marketing and social media management are common, although degrees required vary based on the type of writing required. Companies that hire bloggers to write posts on a freelance basis might require degrees or might be satisfied with experience in the subject matter instead. Previous experience as a blogger, writer or journalist might be necessary to find a corporate blogging job, although some companies do hire recent college graduates.
Successful bloggers have good writing and editing skills and can express thoughts, ideas and information in an entertaining and easy-to-understand style. Bloggers also must know what type of information appeals to their readers, as readers only return to blogs if they think the blog has something of value to offer them, according to U.S. News and World Report. Good research and communication skills are important. Bloggers spend a significant of time researching ideas for blog posts and often must work with other employees and departments to get information they need to write posts.
Not Just Writing
Although the tasks of a blogger might seem self-explanatory, bloggers do more than write posts and respond to comments. They also take videos and photographs to accompany their posts or find photographs in subscription-based photography sites or in the company’s photography files. Some bloggers also post video logs, commonly called vlogs. Bloggers monitor trends in social media, identify keywords that will draw readers to their posts and use alerts and social media tracking tools to gather statistics regarding blog readership. In some companies, bloggers also write other types of social media posts, press releases and various written materials. Bloggers often market their work, by promoting company blogs on social media, writing guest blog posts on other blogs and sharing their work with blogging communities and bookmarking sites.
In larger companies with a strong social media presence, bloggers can move up to positions responsible for social media planning, analysis and strategy. These positions include content manager, search engine optimization manager, social media planner, social media strategist and director of social media. If you work at a small company, advancement might only be possible if you are willing to move to a larger company that has established career paths for bloggers and social media employees.
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