Tech CEOs extol the virtues of regular blog writing
Blogging is no longer just the realm of conspiracy theorists and teenagers with a celebrity crush. Tech companies and their CEOs have embraced the medium as an avenue to share some insight – and a bit of personality – with their networks.
Allan Wille, CEO of Klipfolio, started penning a weekly blog last year. Return on investment might have been the original impetus for Wille to start blogging, but that was never the focus of his writing, he says.
“Outside of the fact that yeah, content marketing is good for business, we needed to find something that was going to resonate and help our customers. So for us, what better thing to write about than our experiences?”
As the CEO of a smaller business that primarily caters to small and mediumsized enterprises, Wille says he has been in the shoes of his clients – his prospective readers – and has a unique opportunity to share that perspective.
“I didn’t know what the benchmarks were for growth. I didn’t know how to go about hiring senior staff. I didn’t know how to go about bringing in venture capital money. A lot of these experiences, I think, are really valuable for our own audience,” he says.
He will often write about his management style, something notable that he encountered in his week, or about some of Klipfolio’s growing pains. The ideas aren’t hard to come by. Wille says that most CEOs are already thinking about the business 24-7. It’s just a matter of putting the words on the screen.
“The difficulty comes in editing and actually getting it done. This is where I have some help,” he says, reflecting on the role his team plays in bringing his ideas to fruition.
Beyond connecting with readers, there have been unexpected benefits to writing a regular blog for Wille. As the CEO of a rapidly growing company, he says the majority of his employees actually read his posts and that serves as a great internal communication mechanism.
Additionally, Wille has found his blog acts as a chronicle of Klipfolio’s advances. The high times, the lows and how they got to where they are today – it’s all bundled
“I think as a company, if you can get those two things right — having a clear direction on what you are trying to do and bringing in great people who can execute on the stuff — then you can do pretty well.”
– MARK ZUCKERBERG, CEO OF FACEBOOK