Once a blog becomes successful, or at least starts getting busy, you soon realise there is more involved in professional blogging than just writing. I was thinking this morning about all the hats a pro blogger has to wear in the daily blogging routine. Here are some “blogging hats” that I came up with …
- Entrepreneur – the ideas, the vision, motivation and drive
- Salesperson – brings in the advertising, sponsorships, does the deals
- Bookkeeper – keeps the numbers in check
- Editor – controls the output, checks and amends for quality, final decision on topics
- Researcher – investigates stories and information for articles, gathers facts
- Writer – does the actual writing, possibly based on the researchers gathered materials
- Designer – keeps the blog looking great, formats posts so they look their best
- Organiser – admin, project management, to-do lists, calendars, diaries …
- Tech Support – backups, fixes things when they go wrong, hosting, software upgrades, modules, ad serving …
- Mentor – impartial wisdom and advice, been there got the t-shirt
- Network manager – for when the enterprise grows from one blog to many, someone needs to run the farm
I think it would be fair to say that it is a rarity that one person encompasses all the qualities required to an excellent degree. I can get by in most areas but my designs will never win awards, I can sell but find it daunting and bookkeeping? Well maths has never been my strongest point …
In the “Beermat Entrepreneur”, Mike Southon and Chris West proposed that any business, as well as the Entrepreneur requires four “cornerstones”. These cornerstones have backgrounds in technical, delivery, finance and sales. If you see your blog(s) as a business (and you should if you want to be “pro”) then these roles do directly relate to hats a blogger needs to wear.
This says to me that as professional blogging matures there will be more and more team blogs. Blogs will become more akin to online magazines than online diaries. Note I say “team blogs” rather than “multi-author” blogs. While these blogs might well have multiple authors, the distinction I make is there will be essential team members who do not post.
Part of the success of Performancing, and Threadwatch before it, in my view is the element of editorial control. Writers might come and go but providing the “vision” is consistent the blog remains on form. Then there is the business side. While it might not be visible right now there is very much a business side. It is very important for any business to be well run in the “back office”.
Of course there will always be solo efforts, and they will probably still do very well some of them. I can only see blogging getting more complex, more business-like, and taking more ground from the mainstream media juggernauts.
Perhaps now is the time to put your team together?