The fastest way to create a successful CEO blog is to draw inspiration from some of the best existing examples. We’ve found that instead of trying to reinvent the wheel, one of the best ways to get started as a CEO blogger is to adapt the strategies that have worked for others.
Here we analyse and identify the attributes that can be easily adopted and adapted.
The Microsoft founder does a great job of combining his personal interests and publicising causes that he believes in. Gates uses the blog to promote the work of his charity, the Bill and Melinda Gates Foundation, and to publicise causes he is passionate about, such as energy technology.
Bill Gates effectively uses some basic images to explain the purpose of his blog and his activities. Bill goes out of his way to provide useful information, and how he recognises the power of entertainment. Gates provides useful knowledge in the form of a reading list of books he’s enjoyed and his thoughts on some titles. The reading list gives people a reason to regularly visit the site.
Something else to observe is how Gates also effectively adapts some classic newspaper promotion strategies, such as using sensational headlines to make his blog more thought provoking.
Those that want to see how a blog can be used to effectively promote a cause and to combine entertainment and education need to take a look at Gates Notes.
Red Balloon founding director Naomi Simson leverages her success on Channel Ten’s Shark Tank with this colourful blog. Simson uses it to promote her activities, including public speaking, writing books, and charitable causes. She communicates effectively by coming across as a real person, a mother, and an executive rather than just a talking head.
Simson actively leverages her blog by posting photographs of herself on Instagram and quotes from famous people on Pinterest. This low-cost strategy attracts followers with minimal effort.
Pinterest is one of the more powerful social media tools because it encourages others to share images you upload. The Pinterest posts drive traffic and build credibility by establishing Naomi Simson as a source of knowledge.
Flickr co-founder Caterina Fake proves that you can create an intelligent and thought-provoking CEO blog without fancy graphics or a lot of visual content. Her site is simple and clean, yet it conveys a lot of really good information.
Cuban makes Blog Maverick a go-to destination by simply sharing his opinions on issues in the news. He offers thoughts on legal and political matters and headlines. By discussing such matters, Cuban reaches a much larger audience and relates his philosophy to the masses.
Another reason why this blog works so well is that Cuban effectively conveys his passions. It also shows a different image of Cuban, who comes across as somewhat abrasive on television. The posts show readers that Cuban is a highly intelligent and well-read man who is something of an intellectual. Blog Maverick demonstrates how a good weblog can be used to change a CEO’s image.
Marketing guru and brand ambassador Guy Kawasaki does not post that often, but when he does, it is worth reading. Nobody seems to do a better job of conveying a basic business philosophy – marketing as evangelism – than Kawasaki does.
We liked this mix of actionable information with complex concepts. Kawasaki succeeds in showing how to share experience and business philosophy as useful information. Kawasaki realizes that one of the most important roles of a blog is to share wisdom.
One of the biggest flaws in CEO blogs is lack of focus. This simple blog created by Dharmesh Shah, the founder and chief technology officer of HubSpot, works because it maintains a laser-like focus on marketing for growing startups.
Shah covers a wide variety of topics, but they are all related to entrepreneurship. The blog works because his passion for marketing and genuine expertise on the subject shines through.
These blogs demonstrate that one of the best ways to learn how to blog is to read and analyse the blogs of other CEOs. In a round-a-bout way, CEOs that want to become effective and popular bloggers must become devoted blog readers. Just remember to select your role models carefully; some CEOs blog in ineffective ways. But if you use this list as a springboard to launch from, you’ll easily find dozens of other examples that will guide you on your way to a successful CEO blog.