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Taking a Blog From Baby To Business

There comes a point in every blog’s life when it achieves its initial purpose: giving a business or individual a way to present their brand, their ideas, and their “self” to the internet. Once this initial stage of creation has been achieved, the next step is to find fresh, new ways to approach the topics you care about. Your “baby” still needs some personal attention, but it needs so much more to truly stand on its own.

Your blog is your brand, your passion and your baby. When it started, you were full of ideas and energy, earning a loyal readership.

But there comes a point in every blog’s life when it achieves its initial purpose: giving a business or individual a way to present their brand, their ideas, and their “self” to the internet. Once this initial stage of creation has been achieved, the next step is to find fresh, new ways to approach the topics you care about. Your “baby” still needs some personal attention, but it needs so much more to truly stand on its own.

I’ve been through this myself with Textbroker’s author-facing blog. At first, I wrote all the posts and found the pictures. I created the headlines and the links, and I loved it. But as the company grew, so did my responsibilities.

I couldn’t spend hours refining a blog post any more. With so many other responsibilities, like PPC campaigns, SEO strategy, setting up a facebook page (today!), keyword research and editorial calendar planning, the time for actual writing kept slipping away.

Maintaining a successful blog while also running a business demands increasing amounts of time. But just as parents allow others – teachers, family, members of the community – to guide their children as they mature, so must we content managers, webmasters, and business owners find like-minded individuals who can contribute to the evolution of our internet presence.

It’s so hard to watch your child on their first day of school walk away from you and onto that bus. You can’t protect them anymore, but you know that your child needs to take those steps. When your blog becomes so successful that you can’t spend time writing, it’s time to send your blog to school. It may be scary to entrust your baby to professionals, but when you see the great results and the positive reactions from your readers, you’ll find the same relief as when your child brings home that A+ report card.

Sometimes, you see amazing changes in your child when they go to school. Our blog saw positive changes that I hadn’t – couldn’t have – planned. It began to take on a personality of its own, with a head editor and a team of writers all working together to produce fun, engaging content for our readers. I can take credit for the first few posts and the general direction, but really, the rest of the work was done by the team.

The benefits were two-fold: I saved time, and the blog actually grew in readership and commentary. Having a new set of eyes and a different style engaged the audience and prompted debate and reactions. With my newly-recovered time, I set the direction of the blog and moved from content creator to editor. I still retain high-level control over what goes out and when. It’s a win-win situation for everyone.

Because it was such a success for our author-facing blog, I’ve decided to implement the same strategy for this blog. You will still see pieces from me in 2012, especially tutorials and new feature previews, but you’ll also see posts from our authors on SEO topics, keys to good writing, and other pertinent, helpful subjects. I’m sure that you’ll enjoy the new team. If you really like them, don’t hesitate to contact them via our messaging system. They’ll be happy to hear from you.


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