Blogging · Marketing Strategy

Should there be separate blogs for the company and its founder?

Pranay Choudhry Founder & Marketing Lead at Actozen

October 15th, 2015

I am currently developing a blogging strategy for my startup, which is a B2C healthcare company. Being the marketing lead, I get to interact with alot of doctors (after a considerable wait) and alot of their patients (who are patiently waiting outside with me) . There are alot of topics that do pop up in my head that I would like to write about. As a novice in blogging, I am wondering if I should be separating the content for the business (more targeted towards our offering and how it helps) and for the founder (more about what things I see in the field and not related to product). Thoughts?

Zohaib Akhlaq Digital Media Specialist

October 15th, 2015

I think it's better idea to have blog at the same central stage, so that all the traffic coming from various paths land on same site and explore your other offers, along with the insightful content!

James Forte International Technology Innovator -

October 15th, 2015

The founder is a brand unto itself. Think Trump

Andrew Lockley Investments & consulting for tech startups

October 15th, 2015

Buffer is the exemplar

Shivi Aggarwal

October 15th, 2015

It depends!

Is your identity associated with a healthcare professional? Do you want the world to see yourself as an expert in healthcare in the next 5 years? Or are you a marketing professional?

If you're a healthcare professional or want to identify yourself as one; then by all means write it at your own blog and share it on your company's blog as well (you'll get your backlinks).

Instead, if you look forward your career as a pure marketing pro and strategist; write it originally on your company's blog and mention your profile / website / blog links in the author description. And save your own blog for the marketing tips and experiences.

Blog is all about curated content for a specific category of readers, who may then at some point in time can convert into your customers / employers / advisees / mentees depending on how you pitch and what you share.

Hope this clears any doubt.

Hint: For you, I would suggest keeping it away from your personal blog. But then, it is a suggestion. Decide wisely!

Richard Sachen CEO/Founder Sunspeed Enterprises

October 15th, 2015

Your company blog, like any company offering, should be designed with a target market in mind.  You should know who your target readers are and what their interests may be, then post items of interest to your target readers.  That will probably include your products, industry trends, and company news.  Your take on B2B medical industry trends is probably of interest to the business blog readers.  The farther away from your business and industry, the less interest the posts will probably hold.
Your personal blog is for people interested in you and what you do.  You can link to or post items related to your business on your personal blog, but keep items of personal interest away from your business blog.  People who come to your business blog probably aren't interested in your hobbies, political leanings, favorite sports teams, or random product ideas, while those are fine topics for your personal blog.

Kevin Carney Content Marketing works, but needs better tools.

October 15th, 2015

Assuming your founder will blog about healthcare topics (or you will blog on those topics under his name) you want one blog with multiple categories.

The blog posts of the founder can be it's own category, but you'll get more Google juice of the founder is simply an author who publishes articles in various categories.