Many corporate blogs are written with a Voice Of The Company tone. That approach can work but it also forgoes the many benefits of including employee bylines for posts they’ve written. But companies sometimes struggle with the question of whether or not to include bylines on the corporate blog.
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Here are some things to consider.
While Voice Of The Company blogs are fairly common, most readers come to a blog with the expectation that it will be written with the voice of a person, not an organization. It is that individual voice that creates a sense of familiarity, intimacy and ultimately trust. People are more inclined to place their trust in other people than they are in an organization.
Building that rapport between readers and writers will encourage loyalty, return visits, and social sharing.
Plus, content written in a conversational first-person voice is not only more compelling than the third-person corporate voice, it is also in keeping with how people are used to seeing online communication every day in their email inbox, on their Facebook and Twitter feeds, from the blog posts they read and the online videos they watch.
The Internet is a conversational medium.
Adding bylines to blog posts enhances the authority of the content. There is an assumption that the person whose name is attached to a post stands by it and gives it their seal of approval. They are literally putting their name on the line.
Additionally, when you attach a name to blog post, doing so often boosts the veracity of the post itself. Bylines are often linked to an author page upon which you can include the credentials and expertise of the person who wrote the post.
Another way of accomplishing this is by adding an author box at the bottom of the post that includes a short bio of the author, establishing their bona fides as a topical expert.
Giving your employees’ a byline is an excellent way of establishing industry leaders within your company.
Bylines are a form of employee recognition and a chance for those employees to shine before their peers.
Bylines can also have the effect of generating higher quality content. When someone has their name attached to a post, as mentioned above, they are putting their reputation on the line so they are likely to be much more invested in the quality of that content than if they were creating it anonymously.
Also, your employees will be much more likely to share their blog posts with their own networks if their name is attached to the content they create. It’s a professional accomplishment of which they can be publicly proud.
When To Use Bylines & When Not To
There’s no hard-and-fast rule for when to use a byline and when not to, but here are some considerations:
- Use bylines for individual posts that demonstrate expertise that can be credibly attributed to an individual employee,
- Do not use bylines for syndicated content, for promotional posts, for media coverage posts, or for posts for which it would be clumsy to use a byline (example: a post that includes a video interview with an employee might look odd with a byline for that very same employee).
Again, no hard-and-fast rules for when or when not to use a byline but most situations are fairly obvious. Just use a little common sense.
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