If we determine that there still is interest, we review the minimum criteria and objectives and obtain a reaffirmed commitment on the part of the stakeholders. Above all else, remember that blogging should be fun, and if not, it should at least provide value to your organization. You’ve probably come across a blog like this, if not your own, in the past several months. This is a perfectly reasonable strategy that I’ve enacted on several blogs throughout American Public University System.
From there, we make sure there’s an established, concrete and well-understood objective. If your organizational priorities shift, objectives have evolved or stakeholder bandwidth evaporated, blogging might not be right for you anymore. If it doesn’t, it might be time to focus on another project and sunset the blog altogether.
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Basically, the way it works is that a blogger starts out with grandiose ideas of writing daily about this-and-that, tweeting out their posts, sharing content on LinkedIn, and creating lively discussions that lead to dozens of comments and follow up posts… In reality, what really happens is you write a few posts for the first month or two, maybe add in a couple shares, that dwindles to a post a month, and then after a year blogging it seems like just another item on your ever-growing to-do list that is put off indefinitely.
It turns out that I was able to crank out nearly 200 posts, about four times as many as I had expected. We have a number of faculty members and departments that operate blogs on a wide range of topics from homeland security to career tips.
You might find that creating an editorial calendar is more appropriate, depending upon your stakeholders.
As I established earlier, having a blog that’s publicly available with little content, outdated, is one of the worst possible things for your organization.
It’s better to exceed your goal as you go along then to set yourself up for failure right out of the gate. I’ve even seen blogs listed on resumes or business sites that have only a handful of posts spanning years. So, if you are done with blogging, and you’ve achieved that conclusion because you have addressed the aforementioned issues, then you need to aggressively move to take the site offline.


Companies that have a blog that is not updated frequently, and personal bloggers that go long periods of times (multiple weeks) without posting can start to hurt their personal brands. The biggest issue is it looks like you are no longer active, so visitors assume you may not be in business, or you may have abandoned your blog… or simply lost interest. At American Public University System, we had a blog run by our Career Services Team full of great career development advice such as interview tips, job fair logistics, and so on.
Since the sites were related it made sense to combine them, but retain the OnlineCareerTips brand, since it was more widely established. The final step was to ensure the back end system redirected users from the old site to the new one in case visitors had any old links bookmarked.
It’s less work managing one site versus two, even though we have the same number of contributors.



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