Published By:

Never again would the automotive world – or manufacturing as a whole – be the same after Henry Ford brought forth his signature stroke of genius: the assembly line. Instead of handcrafted automobiles, Ford Motor Company could now mass produce vehicles by adding parts in a mechanized sequence that sped up the process exponentially.

Ford’s assembly line for the Ford Model T came in 1913. As we celebrate that achievement 100 years later, let’s consider how the assembly line concept can apply to something completely different: blogging.

Then mend it, dear Henry

Some undoubtedly find the thought of mass-produced blog posts abhorrent. Posts should be finely sculpted things – caressed with a writer’s loving touch over the course of many hours as the writer determines what his audience really wants him to say. That’s like a newspaper reporter missing a deadline because he can’t let go of a story. Know your audience, think metaphorically and write your posts in two hours or less.

Back to Ford’s assembly line. Ford had to gather all of the raw materials for the Model T and then figure out how to line up his workers in the right sequence so they could each add their parts in the most efficient manner. Let’s consider the raw materials needed for a blog post:

  • Ideas: Creativity is a valuable digital currency. Your post starts with an interesting idea.
  • Writing ability: You’ve got to locate the writing talent in your organization. Select the best writers and get them fired up about your blog. Find others with writing potential and nurture them with training, encouragement, and incentives.
  • Subject matter experience: You can’t fake this. If you’re writing about inbound marketing, you need to immerse yourself in the subject by reading other blog posts, talking to your peers and, most importantly, learning from direct experience with client marketing campaigns.
  • Promotion: Publishing your blog post isn’t the final step. You need to promote it on your social profiles like Twitter, Google+ and LinkedIn. Create that spark of interest by being smart in how you promote (considering factors like the time of day and which social networks might work best for a particular piece of content). Encourage employees to share blog posts and monitor your analytics to see trends in how readers are consuming and interacting with your content.

Some assembly required

Now that we’ve considered the raw materials, let’s look at the assembly line process in terms of efficiency. How can you keep your blog filled with quality posts that are interesting to your audience?

Internal champions: Create a group of internal champions for your company blog. This group of bloggers and would-be bloggers should meet once a week to talk about topic ideas – challenging and encouraging each other to produce relevant posts that readers will want to share. Encourage each other to take risks and then don’t be afraid to do postmortems to see what posts worked, what posts didn’t and why. Get someone from your marketing department to attend these bloggers’ club meetings and add upcoming posts to your company’s content calendar.

Vertical integration: Vertical integration in blogging means having an appropriate degree of control of the entire process from approving the writer’s initial idea to promotion of the post after it’s published. It means having buy-in from as many people in the company as possible to contribute writing ideas, write blog posts, encourage others to write or help promote published posts. It means knowing what’s in your pipeline of blog posts so that you can spice up the mix with guest blog posts from experts outside your company. And it means having the guts to say “No” to an idea or piece of content that doesn’t meet your standards.

Co-authorship: Sometimes writers get energized by working together. Encourage your bloggers to co-author pieces or divide up the work in another way such as one person writing and another providing research and editing. Sometimes people don’t want a byline, but they might still have subject matter knowledge and be willing to work behind the scenes.

Eyes on it: Make sure your company is serious about editing blog posts before they’re published. Most bloggers will edit their own posts before they submit them, but it’s still important to get more sets of eyes on the posts before publication; otherwise, you risk damaging the writer’s (and your company’s) credibility with silly mistakes. Also, errors that slip through can erode a writer’s trust over time and potentially make them less willing to contribute.

Do you agree with these ideas about blogging? We’d love to hear your thoughts.

Image credit:.



Sponsored Resources

Want more resources

View all Resources

Most Read


Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.