I recently received a question from an entrepreneur about how to start blogging. He saw me posting last week at a conference, and shared how he’s always wanted to write. However, he wasn’t sure how. One of the questions he asked was about blogging at a “personal” level or at the “company” level. I’m interpreting this as if he should blog on the company website about company interests, or on a personal blog about personal things (company interests, too).
As always, I’d say, “it depends.” Though, he added that his goal was for his company to succeed – “whatever leads that way would be great”.
Knowing he’s new to blogging and has a direct motive to help the company, he should write on his company’s blog about his company’s interests for a couple reasons. First, it’s clear he wants to grow the company’s presence and brand first. Given he’s the CEO, his personal brand will be tied to the company at this stage anyways.
Second, starting out blogging is simple. The difficulty is being consistent. It’s important for him to start very focused with his company’s blog with a dedicated cadence and focus. A personal blog (like this one) is great to develop personal branding and attract followers to the grander purpose. Again, being the founder and CEO, his company will be tied to his personal brand anyways.
Even if his personal brand was very strong today, he’s starting out a blog. If he was a thought leader, he would still be starting this from the ground up. In this way, I still suggest writing for the company, and share his posts with his network.