Editorial structure of a corporate blog

The Corporate Blogger - Building CredibilityIn a medium sized or large company several people will be involved in writing, editing and managing the business blog … an editorial organizational chart with clearly defined roles is needed if the blog is to be run successfully.

This preferred structure for this organization chart would include:

  • a single editor-in-chief, who has overall responsibility for the blog
  • one or more content managers, who are responsible for commissioning content from contributors
  • one or more content editors, who receive and edit content before passing it to the content manager(s)
  • several contributors, who write the posts

Depending on the size of the company and how often posts are published, these may be part-time positions. In smaller companies, however, one person may undertake several roles.

The editor-in-chief has ultimate responsibility for the blogs contents and has the final say on what gets published.

He or she is also responsible for making sure that all content accords with the policies and goals of both the company and the blog.

The editorial creation cycle

When the editor-in-chief calls for content on a particular topic, the content manager finds an expert within the company who can create this content and instructs him or her accordingly.

Once the contributor has written the content, he or she passes it to the content editor who edits, revises and rewrites it to ensure that the accords with the company’s house style and is ready for publication.

Once edited, the content is passed to the content manager who checks to make sure it covers what was commissioned before giving it to the editor-in-chief.

The editor-in-chief checks to make sure the post is in line with the goals and policies and decides whether it should be published.

Benefits of a defined editorial structure

Creating and vetting content in this way before it is published ensures that each stage of the creative process is supervised properly … and there are no surprises from senior management or the audience for the blog when a post is published..

In addition, having separate roles with clearly defined responsibilities means everyone knows what they are expected to do on the blog.

In a large company that publishes posts quite often, each of these roles will be the responsibility of one person. Most of the employees on the blog will be part-timers … though it is likely that the editor-in-chief will be a full time position.

In a smaller company, while there may be quite a few contributors, one or two people will be enough to fulfill the managerial roles.

In all cases, creating a strong editorial structure with well-defined roles is crucial for the success of the blog.

For objective advice on establishing an editorial structure that is just right for your company, or for assistance in planning any aspects your corporate blog: just email us on paul@thecorporateblogger.com or call +353-(0)87-4163688