Did you know 48% of Business Blogging Content is Modified Prior to Publication?

Many people have done research and studies on the effects of blogging related to the type of traffic blogs bring, what it can do for the visibility of your brand, and ultimately what kind of effect it can have on sales for your business.  While all of this information is incredibly useful and can serve as a great benchmark for your companies blogging efforts, corporate bloggers (particularly people who are in charge of the quality and polish of a business's message) should be just as interested in learning about how corporate blogging works, and particularly the processes administrators use to make their content better.  That's what I'd like to begin to tackle today.

With Compendium being a business blogging software for over 400 blogs, we get to see tons of interesting data not only on incoming traffic and social sharing to name a few, but we also get to see data on how bloggers and blog administrators interact with each other and what the results of those interactions are.  So recently I took a look at our data and uncovered an interesting stat:

On average, 48% of content that gets published to a company's blog gets edited by a blog administrator prior to approval.

These edits could range anywhere from minor grammatical errors to add a little more professionalism to a post to more significant changes that help the post have a more unified message with what the company is trying to convey.  I found this to be interesting because it shows another distinction between corporate blogging and a person's individual blogging, and that is the imporantance of moderation.  Having that added layer of moderation for your company's blog can help take the unique voices of 5, 25, or even 250 individual writers and give it a unifying theme around your corporation's message.

This doesn't mean that a blog administrator should slice and dice a writers post to the point of the original writer barely recognizing it, because that would lead to a discouraged writer that feels they aren't adequate to write for their company. However, making some edits that help get a post more in line with what message you are trying to convey as a company is definitely something that should be apart of your standard process as it relates to publishing content on your corporate blog.