What is CEO blogging?
CEO blogging is regular first person content produced by a senior executive with the aim of thought leadership.
The content producer may be a CEO, NED or senior executive.
See also Common FAQs about thought leadership
For more information about CEO blogging, see also our supported CEO blogging offer.
Why should CEOs blog?
Content marketing has been around for a long time. 20-30 years ago it meant producing content like whitepapers to make sure everyone knows you’re an expert.
The marketing technology has changed a bit, but the core idea is still the same:
“If you want people to remember you as an expert, you need to give them evidence.”
So when you think about content marketing today, there’s a lot of reasons it makes sense for CEOs to blog. Some of the drivers include:
- The expectation of authenticity – the growth of social media has pulled down the barriers around brands and celebrities. There’s now an expectation of authentic interaction, which you deliver with a blog.
- Noisier environment. At the same time there’s more and more noise – people are getting better and better at ignoring your typical marketing. In a B2B context -the best way to be noticed is regularly hitting the inbox with authentic blog content
- The rise of Google. In today’s business environment Google is how you get found. And Google loves regular high quality content – blogging is a highly effective way to do this.
- More and more distribution platforms. Content that you can repurpose and reuse has a lot more value. Highly authentic blogging content has huge value in cutting though on social platforms.
- Building credibility with sales prospects. Blogging is a conversation. As sales cycles get longer, It’s easy to prime sales prospects with your thinking.
One way to think about the value prop here is having a highly scalable 15 minute conversation, with all your best prospects and customers every week. That’s hugely valuable. And that’s what a blog can do. If you get your conversational tone just right, you capture the attention of all of the most important people for the success of your business. And it’s highly engaging and highly scalable.
There’s almost no other channels where you can get this kind of leverage on a regular basis in B2B. Sure, PR or conferences can give you a lot of scalability, but they can’t do it every week of the year.
So to sum up with three reasons CEOs should blog:
- The most scalable way to build an ongoing connection with all your stakeholders
- It will bring new prospects to you.
- It will prime buyers with your thinking and define their agenda
What’s a good audience size for a CEO blog?
CEO blogging can achieve very strong results with relatively small audiences.
See also the video below where we make the case that for some B2B blogs, an audience of 10 people could be very successful.
What audience should you write for as a CEO blogger?
As a CEO, your business blog will be read by everyone.
That’s a very broad audience. Trying to write for too many people always leads to bad writing. As Kurt Vonnegut famously said:
“Write to please just one person. If you open a window and make love to the world, so to speak, your story will get pneumonia.”
Writing for too many audiences at the same time is an easy mistake to make as a CEO blogger. This is one of the major reasons there is a lot of terrible CEO blogs.
When there’s no specific reader/viewer in mind, a CEO blog becomes so vague that it’s useless. Don’t be that CEO blogger.
Be the CEO blogger who starts with a clear audience in mind. Write for just one of the people above. Be aware that the piece will be read by a broader audience. But write each piece for one person only.
What should CEOs blog about?
If you’re looking for an answer to this question, there’s plenty of in-depth answers in our Ultimate collection of CEO blog resources
What are the risks of CEO blogging?
There’s a few key risks you need to be aware of when CEO blogging:
- You blog will become a direct vent point for customers
- Compliance risks
- Your blog will be read by all stakeholders
- Posts can be taken out of context
For more detail on each of these points, see also Reasons to start a CEO blog: Risks, benefits and considerations
How do you get started with CEO blogging?
If you’re talking about CEO blogging, then just sit down and write. Write relentlessly in areas of your expertise – that are the perfect combination of crazy and inevitable.
If you’re going to publish every week, as a benchmark you should be setting aside approximately 5 hours a week for writing, editing and publishing. If you can’t find this time in your weekly calendar, then you might want to consider TLP’s Supported CEO Blog offer.
Why should I consider the Thought Leadership Strategy before starting CEO blogging?
CEO blogging is a thought leadership strategy. Achieving a return on thought leadership isn’t always easy.
To get returns from thought leadership, you must:
- Have the right alignment between your personal and business positioning,
- Deliver valuable, well executed content,
- Have an effective digital funnel in place to capture interest and build relationships.
The Thought Leadership Strategy specifically reviews all of the components you need in place to see a return from expert focused content marketing. It’s a fast way to ensure you have the right foundations to start a high returning CEO blog.
See this page for more on TLP’s Thought Leadership Strategy.
See here for more on TLP’s Supported CEO Blogging offer.