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Tech CEOs ex­tol the virtues of reg­u­lar blog writ­ing

Ottawa Business Journal - Techopia - - System Update - BY CRAIG LORD

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

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