Your business blog is a platform to share content designed to educate your audience, drive traffic to your website, and get leads and customers. Blogging can have a major impact on your business, and should be a key part of your inbound marketing strategy. If your company has both marketing and sales staff, you may have thought about creating a separate marketing blog and sales blog for each department.
Multiple blogs does mean more to manage. However, it gives both departments the chance to focus their blogging efforts. Marketing can create relevant educational content to attract visitors and generate leads, while sales can target product or service specific topics and answer common customer questions.
This can work well under certain circumstances, but before you jump into dividing up your blog, consider what this would look like for your company.
Set Clear Goals
Having a blog and writing posts just for the sake of saying you have one won’t make it effective. In order to have success with your business blog, you need to have a strategy and clear goals, as well as find the best niche to blog about. The same is true when considering having separate marketing and sales blogs. If you decide to go for separate blogs, then you’ll need to have clear goals for what you hope each blog can accomplish on their own. This will translate into the type of content distributed through each blog, but does give you the opportunity to keep the topics more focused.
Quantity Of Content
One of the first questions you should ask yourself is if you can really produce enough content to sustain each blog actively. Why bother to have a marketing blog and a sales blog if you only publish new content onto one regularly? Companies that published 16+ blog posts per month got almost 3.5x more traffic and 4.5x more leads than companies that published between 0 - 4 monthly posts, according to HubSpot. When you have two blogs, the quantity of content needs to be high enough for each.
You also want to make sure than your brand voice and tone remains consistent across all content, even when there are multiple blogs.
Hand in hand with the quantity of content needed for each blog comes the ability of your team. Do you have enough team members to produce content for both blogs? How will the blogs be managed? Will marketing manage the marketing blog and sales the sales blog? Remember, to receive the most benefit from your blog in terms of traffic, you should be posting at least 2-3 times per week.
When you have multiple blogs the management and workload doubles. But if done well, you could also double your traffic. Make sure you have the team available to handle the task.
Who Is Your Audience?
For any content you produce, your audience and buyer personas should always remain top of mind. Consider who your audience is if you are thinking of creating multiple blogs. Is one segment of your audience strictly interested in one area and another segment only in different topics? Depending on the knowledge you have of your audience, you may find this to be the case. People won’t read content that isn’t relevant to them, so make sure your blog meets their needs.
Is there enough traffic for each niche to sustain two blogs? Do you have unique segments of your audience to justify keeping your blogs separate? Make sure that each persona will be better served by having separate blogs, and that you can move this target audience through the buyer’s journey by speaking to them in their own blog.
Choosing whether or not to separate your marketing blogand your sales blog will come down to your audience, team capabilities, and, to a certain extent, preference. You will need to test and see what works best for your company.