Tag: ceobytes

Are your online reviews killing your website traffic? It’s true — many customers won’t click if they see your reviews are less-than-favorable.  

When is the last time you felt strongly enough about a product or service to leave an online review? While some people do it as a matter of course for every restaurant, doctor’s office and retail establishment they visit, most people only take the time to review something when they were either extremely pleased with the service or over-the-top mad about their experience. Unfortunately, this can result in some pretty painful online reviews, but does it really impact the traffic to your website — and ultimately your business revenue? You might be surprised to learn that more than 95% of people aged 18-34 read reviews for local businesses before making a decision and 86% of all consumers do the same. Still think reviews don’t matter?!?

Improving Engagement with Positive Feedback

When customers leave your business, it can be challenging to know if they’re satisfied with their goods and services. It may not be until you read an online review that you find the uber-polite professional who left your office with a smile is now posting to all their friends on social media about the horrid experience that they had. In general, people are not fans of direct conflict and may leave their poor feedback in a very visible and damaging way for your business — through online reviews. Yelp, Google and many other sites provide an easy way to aggregate both positive and negative comments about your business, all of which can be visible from within a Google search of your business. Google adores reviews and according to Moz data, their search algorithm could be impacted by up to 9% by consumer reviews. Google wants to present the most trusted and relevant search results and one of the best ways to do that is to listen to the audience: your consumers.

Offsetting the Damage from Negative Reviews

As you can imagine, if Google takes up nearly 10% of its algorithm to focus on your reviews, a few poor reviews can drop you significantly lower in the all-important search engine results page. Reviews are a vital part of your SEO strategy, and it’s challenging to bounce back from negative reviews in the past. One of the things new customers are looking for is the responsiveness of the business to this type of feedback. If you watch your main review sites carefully and audit for positive and negative reviews, you can offer timely feedback that shows you recognize there are issues and you are taking steps to solve them in the future. This can help turn a negative review into a positive, encouraging new customers to take a chance and click through to your website.

Driving Positive Reviews is a Critical Component in Your Digital Marketing Strategy

Did you know that a Harvard study shows that a one-star increase on Yelp can lead to a 5-9% increase in sales? That’s what you call a direct correlation, and it makes reviews fully relevant and worth working for. Fortunately, those same customers who are ready to spout off about a negative experience are also surprisingly willing to post a positive review — but only if you ask. Up to 68% of consumers will take the time to review your product or service, and all you have to do is ask! Your marketing strategy should include a simple tactic that some of the best businesses in the world use (think Amazon): send a quick followup note via email requesting that customers leave a review on your preferred platform. When you flood the web with positive reviews, your business is more likely to rank higher and receive more high-quality traffic than a competitor who is not focused on improving their online reputation.

The moral of the story is that reputation still matters, even in a world where digital rules the day. In decades past, word of mouth reputation was what needed to be protected and that truly hasn’t changed as we edge into the future. Protecting the online reputation of your business is relatively straightforward and that quick automated email after a sale may be your very best selling tool — and the least expensive marketing tactic that you deploy!

How to Choose the Right App for CEO Online Journaling

Learn why many business leaders turn to journaling to build their brand and improve their leadership skills and see what features the top applications offer.

When you want to establish your own personal and professional brand online, using an online journal is an effective way to spread the word about your insights, leadership, business and philosophy. Having the right tool to help you get your message across to readers is an important decision.

Other CEOs use journals to fine-tune their skills, reflect on their days and improve their leadership skills.

“Setting aside as little as 10 minutes a day to record your thoughts stimulates reflection critical to making sense of the fast-moving world around you,” notes a recent Strategy and Business article. “Journaling engages the analytical, rational functions of the brain, which gives the more creative parts of your cranium space and time to work their magic.”

Below are the top online journal services that CEOs can use to build a better online persona or simply track their thoughts and perspectives.

What Features Should I Look For in a Journaling App?

The most effective apps are those that offer features that make it easier to write and publish. Some of the most common features among the top apps are:

• Easy interface. You want to be able to focus on writing, so you need a minimalist interface that lets you focus your thoughts and write well. The app you choose should also be easy to use, with a limited number of clicks or taps needed to add an entry.
• Exporting. You want to choose a product that allows for exporting into formats such as PDF, RTF or common word processing extensions that allow you to use the content wherever you want.
• Syncing. Keep your journal synchronized across your devices with an app that has synchronizing capabilities.
• Reminders. Gentle automated nudges to enter your thoughts are a good way to maintain the habit.
• Visual support. You may want to add other elements to your journal, including photos, videos and graphics.

What Are the Top Online Journal Services for CEOs?

You have many choices when it comes to journaling services. Here are a few of the top options:

• Day One. Automatically add metadata such as date, location, time and weather, synchronize your entries across devices, and use a dark mode if working in low light. It also uses IFTTT (“if this then that”), a free web-based service to automate the creation of entries on multiple apps.
• Diario. A great choice when you want to add lots of images. You can add folders, tags, dates, locations and other filters.
• Diary. A simple interface makes Diary popular for shorter entries, which can be shared easily with friends and followers on Facebook, Twitter and other social media platforms or via email. Provides cloud storage and reminders, too.
• Journal. An intuitive interface and clean layout highlight this product. Synchronize with Google Maps to add location metadata and street views. Export entries to file types suitable for printing. Security features include Touch ID, Face ID and PIN protection and automatic backups to Google Drive.
• LiveJournal. One of the oldest journaling apps dating to 1999, LiveJournal lets you share and read others’ journal entries while writing your own.
• Momento. Connect Momento to social media apps like Facebook, Instagram, Twitter and YouTube and you can automatically add social activity to your journal.
• Penzu. Security is the name of the game with Penzu, which offers double password protection and 256-bit encryption, along with customizable backgrounds and fonts.

Whether for branding or reflection, the right journaling tool can improve your professional outcomes.

Digital Disruption Forces Businesses to Rethink Staffing Strategy

See how rapid technological advances are revolutionizing how companies approach the structure of their workforces and new strategies for employee recruitment.

The remarkable pace of digital transformation has changed how businesses operate at every level. Companies today need to be nimble, taking a close look at emerging technologies, choosing the right investments and continuing to thrive in the face of constant disruption.

That means reexamining business models, processes used and, perhaps most critically, the nature of work and who (or what) does it.

Understanding staffing in the digital age means taking a strategic approach to personnel.

What Staffing Model Works in the Digital Age?

Traditional labor models are not always the right choice in the digital era. Major initiatives are conceived, launched and executed more quickly than ever, requiring companies to act nimbly. Leaders are shifting towards a model that’s both strategic and flexible.

The modern staffing model may include a mix of the following:

• Permanent employees who focus on the most critical initiatives
• Skilled contract employees that support the work, complementing permanent employees and providing talent not available internally
• Specialists that provide additional capabilities and are available on an as-needed basis to complete high-value projects

This approach allows companies to be responsive, provide the right resources for time-sensitive and mission-critical work, and make key hires.

As a recent Deloitte report notes, HR offices are grappling with how to address personnel management in a digital age. “HR’s concerns will soon be revolving around the changing nature of the organization and employees becoming increasingly digital,” the report states.

Organizations must be mindful of the realities of work, including:

• Digital trends that are pervasive, including cloud computing, social media, mobile connectedness, cybersecurity and data analytics
• A multigenerational workforce that includes several generations whose entire lives have been digital in the same workplace with older employees whose technical comfort and skills may be lacking
• Hyperconnected employees looking to blur the lines between work and personal lives
• An emerging group of digitally skilled employees
• Business models that are challenged by digital disruption and new competitors
• Employee perceptions that they are the first consumers of and ambassadors for their employers’ brands

“HR needs to be more pre-emptive with regard to digital transformation as it plays an important role in shaping the organization’s digital identity,” cites Deloitte. “It is a challenge and a real complexity to plan future capabilities of a workforce in the digital economy.”

What Are the Challenges of Staffing in the Digital Age?

The greatest challenge is talent. For many highly skilled positions, competition is fierce, with potential employees having considerable leverage. Advanced data analytics, robotic process automation and cloud computing are just three needed areas where demand is high as companies seek to incorporate emerging technologies into business processes.

Recruitment is fiercer and requires more creativity than ever before. Companies are using a number of tactics to improve their hiring outcomes, including:

• Pre-Employment Networking. Companies are forging relationships with potential candidates well before there are available openings. A focus on engaging potential talent may include providing insights into the company and its strategic plans, offering informational interviews, social gatherings and regular check-ins with a recruiter. Relationships forged early can lead to faster-hiring processes.
• Digital Solutions. Digital labor platforms allow for integrated personnel management, connecting the primary HR functions under one roof. With recruitment, hiring, onboarding, training, development and evaluation in the same platform, it allows organizations to be more nimble and cohesive in employee matters. According to a recent McKinsey Global Institute report, using a digital labor platform can increase output by 9 percent, reduce employee costs by 7 percent and add 275 basis points to profit margins.
• Flexibility. Many employees today expect to have a high level of flexibility in when, where and how they work. Remote employees can use digital technologies and powerful collaboration tools that keep them in contact with colleagues. A digital mindset in the HR office and throughout the organization makes companies more attractive to candidates.
• Focus on Company Culture. Businesses today need to focus on corporate culture. Why? Because there is more information available about most workplaces. Sites such as Glassdoor provide detailed information about companies, including employee reviews that can paint a clear picture of how an organization treats its workers. “Top performers know their value and are growing more footloose as a result; many are going online to find new opportunities and to evaluate potential employers,” notes McKinsey.

Recruiting and retaining employees in the digital age requires employers to think very differently about their workforce. Flexible, creative and strategic approaches allow for better outcomes.

The top concern for CEOs today isn’t competitors or a recession — it’s cybersecurity. See why this is becoming the biggest challenge for an organization’s top executive.

Why Today’s CEOs are Worried About Cybersecurity

A business’s top executive has plenty on their minds: the potential of a major recession, competitors nipping at their heels and a shortage of talent. However, none of these hot topics are the top concern for US CEOs in 2019 — that banner falls to cybersecurity. When there are so many other issues facing organizations, why is cybersecurity the highest business concern for CEOs? Perhaps part of the issue is the continual cycle of mainstream media coverage of the massive breaches such as Equifax in 2017 that affected millions of individuals and can cost billions of dollars to resolve. It could also be the high-profile challenges that Facebook, Yahoo, Under Armour and Marriott have been facing over the past few years. A recent poll of over 1,400 CEOs and senior executives by The Conference Boardpoints to some of the reasons cybersecurity is a top strategic consideration for CEOs in 2019.

CEOs Struggling to Find the Right Cybersecurity Leaders

One of the key threats facing today’s CEOs is the ability to adequately resource their cybersecurity teams. This relatively new need is one that is causing a significant shortage in the hiring market, with organizations wrestling with budget requirements for an increasingly-expensive skill set. Unfortunately, the dearth of talent is not just at the executive leadership level, it is also causing IT departments around the country and the world to flounder as they attempt to staff up to meet the growing needs of cybersecurity as well as data compliance requirements. These individuals will be in high demand for the foreseeable future as gaining knowledge about cybersecurity requires time and investment in education. Savvy CEOs and other technology leaders have been growing these skills internally for the last several years, but having a split focus between cybersecurity requirements and their “day job” can quickly cause individuals to fall behind in the ever-changing security landscape.

Keeping Cybersecurity Initiatives in the Limelight

It’s relatively easy for CEOs to keep shorter-term strategies top-of-mind for their executive teams, but there are no quick solutions to enhancing your organization’s cybersecurity. This requires a long-term, focused effort — and resisting the siren songs of short-term gains to ensure that your strategic focus on IT security stays in place. Changes in the economy or in the competitive marketplace may tease CEOs to redirect some of the funds or teams to other parts of the organization, but it’s crucial that top executives stay in tune with the benefits that cybersecurity provides to the organization. In many cases, the changes that need to be made to make your organization more secure will also have payoffs in the efficiency of your operations, too.

Marketplace Perception of a Data Breach

The extremely negative perception and sheer quantity of negative publicity that can come with a data breach are reason enough for CEOs to be overly concerned about the cybersecurity within their organization. It doesn’t take long for smaller, leaner competitors to enter many marketplaces, and these organizations can receive positive publicity if larger organizations are caught up in a breach situation. How the business handles their communication around a massive breach, ransomware or other cybersecurity incidents can be as damaging as the incident itself if the CEO isn’t careful. These situations require a great deal of proactive communication and notification to customers along with the major effort required to evaluate the incident and begin remediation. Without a comprehensive incident response plan in place, the situation becomes that much more difficult for leaders throughout the organization.

Creating a proactive field for cybersecurity does start at the top, which makes it encouraging that CEOs are considering cybersecurity their very top initiative for 2019. As long as this focus on IT security and the value for the business continues strong over the next few years, businesses should be able to prepare adequately to weather this type of storm.

3 Ways to Improve Your Cyber Security Plan

Cyber attacks cost organizations millions of dollars per incident and often results in system downtime. The average cost of system downtime per cyber attack is as much as $1.25 million, according to Cybersecurity Ventures. System downtime can be costly due to lost sales, frustrated clients, and unfulfilled requests that lead to a significant backlog. Some clients also have long memories that lead to negative word of mouth and a future drop in sales. Despite the real threat of cyber attacks, Cybersecurity Ventures reports that only 28% of firms involved in installing network-dependent technology regard security strategy as highly important. Although completely preventing cyber attacks is often regarded as unrealistic, assessing threats, establishing key performance indicators, and mitigating human factors can help technology leaders improve their security strategies.

Threat Assessment

A proper threat assessment does not involve a single activity or happen once. Threat assessment is an ongoing strategic activity involving research, analysis, simulations, and follow-up. Starting with a series of questions is critical during the start of the research phase, as it helps security teams and technology leaders develop a profile of potential threats to the organization. Some of the questions to ask during this phase include:

• Who is most likely to launch an attack against the organization and its resources?
• Why is the individual or group of individuals motivated to launch an attack?
• What data or information is valuable to the potential attacker(s)?
• How are the potential attacker(s) likely to try to gain unauthorized access to the organization’s systems and data?
• How has the potential attacker(s) breached other organizations?

Once security teams and leaders determine the answers to these questions, an analysis of the firm’s IT systems and infrastructure can occur. Finding vulnerabilities and ways to detect intrusions and other types of cyberattacks is as much about thinking like the potential attacker(s) as it is about discovering ways to stay a few steps ahead. This means setting up preventative measures and also conducting exercises to try to get around those preventative measures. By trying to accomplish a mock cyberattack, internal security teams can better identify previously unseen vulnerabilities in the organization’s infrastructure, processes, and security strategy. Follow-up activities involve analyzing system logs to determine if past indications of common or known attack methods exist.

Key Performance Indicators

Assessing vulnerabilities and developing a profile of high probability threats is important, but even the most sound threat assessment will be ineffective if performance measurements are not established. A sound cybersecurity plan contains ways to measure whether the organization’s strategy is working and identify areas for continued improvement. Common key performance indicators include:

• Average detection time
• Average time to mitigate detected threats
• Number of identified vulnerabilities
• Ability to control and prevent threats
• Ability to meet and comply with the plan’s objectives
• Whether key objectives or milestones were accomplished

Human Factors

Securing an organization’s systems and IT infrastructure against external threats is only part of a thorough cybersecurity strategy. Planning for the internal threats related to human error and inappropriate system access is even more crucial. Employees and vendors that have access to an organization’s systems should be subjected to security policies, including controlled access, account-level privileges, several layers of authentication, and awareness of social engineering and phishing techniques.

Education that includes security policies and training related to scenarios depicting potential threats is the cornerstone of a sound mitigation plan. Employees who understand what phishing attempts look like will be less likely to click on suspicious email links and less likely to download files that contain malware. Good communication, interactive training sessions, tests that simulate phishing and social engineering attempts, raising awareness about best practices, and implementing metrics can go a long way towards mitigating vulnerabilities related to human error. Implementing access policies that only give employees the system access they need to effectively perform their jobs is a secondary factor involved in mitigating internal threats.

The possibility of an organization becoming a target of a cyber attack is high if not a guarantee. Technology leaders and IT security teams cannot afford to not take cybersecurity strategy seriously. Conducting constant threat assessments, developing and refining key performance indicators, and finding effective ways to stress the importance of security protocols to employees and vendors are three foundations of a sound cybersecurity plan. Preventing cyber attacks from becoming serious incidents is important to an organization’s sustainability but learning how to make improvements based on existing vulnerabilities is even more critical to continued success.

How to Stop Your CEO from Becoming a Phishing Target

Business fraud affects businesses of all types and sizes, and there are no individuals within your business that are truly immune from the possibility of a targeted attack. However, there are some people who are more prone to an attack, simply because of the high value of their knowledge or access to the information within the business. Accountants, finance leads and your CEO are some of the most commonly-targeted individuals when it comes to business email compromise (BEC) attacks, more commonly known as phishing attacks. Knowledge is power, and these tips will help keep your CEO from becoming the next victim of these vicious attacks.

What’s the Difference Between Phishing, Spear Phishing and Whaling attacks?

While phishing is the most common term that you may hear, there are two additional terms that are often used when it comes to upper executives or more targeted attacks: spear phishing or executive whaling. These more specialized attacks go beyond the broadscale spam of phishing attacks that are meant to net any type of “fish” who is willing to click a link. In a spear phishing or whaling attack, the hacker has researched your business and knows enough from either social media or your corporate website to target specific individuals. Cybercriminals spend the time and effort to find any key vendors for your business or some personal details that will inspire confidence in your executives. The assailants then leverage this information to create a highly specific and tempting message that feels more like a personal email from a known vendor partner or internal asset in an attempt to gain control of your systems or to get access to sensitive information. The term spear phishing generally refers to tactics that are specific to a few mid-level individuals in your payroll or accounting department while executive whaling is targeted directly at your CEOs and other C-suite leaders.

What’s the Potential Payoff for Cybercriminals?

This investment by the cybercriminal is expected to have a high-dollar payoff and there’s only one chance at success — so the hacker has a vested interest in taking the time to do it right the first time. Each subsequent request increases the potential of being discovered and reduces the possibility of a return on their investment of time. The fraudulent emails are often requesting that the recipient transfer a large number of funds, pay a massive invoice or otherwise release information to what the target thinks is a “trusted” party. The FBI estimates that a single targeted whaling attack can release upwards of $150,000 in funds to a cybercriminal, making this an extremely lucrative pastime for these malicious actors.

Your CEO Should Be Wary of These Tactics

Coaching your CEO to stay out of the way of cybercriminals starts with an ongoing dose of education. In this case, attackers tend to follow a pattern of sorts that is relatively easy to isolate as long as you’re actively looking for this type of interaction. Receiving an email from vendors that have already invoiced you for the month, or requesting a different payment method that they have not used in the past (such as a direct funds transfer) should be a big red flag for your senior executives. Be cautious of emails that come in from trusted individuals with a slightly different email address; e.g. “@Micros0ft.com” instead of “@Microsoft.com”, as hackers are now spoofing entire mail domains in an attempt to release funds and data from your organization. Funds aren’t the only things that are requested by these organizations — personal information such as tax records also command a high rate on the dark web. This quick flowchart from KnowBe4.com may be a helpful graphic to share with your executive team.

Protecting your organization from the tactics of cybercriminals is not a one-time problem or solution, but requires an ongoing and dedicated effort to foil the efforts of these actors. Keeping your finance teams and senior executives safe can save your organization hundreds of thousands of dollars in remediation and notification costs, not to mention the frustration and difficulties associated with handling a significant breach.

Disaster can come from external factors, such as wildfires, floods and storms, as well as internal events, such as a toxic chemical spill or boiler failure in your facility. It’s crucial to have a plan to recover from these events and to provide a framework to return to work as quickly as possible.

Developing a business continuity plan can reduce recovery costs, safeguard your company’s reputation and may even save lives.

What’s the Difference Between Disaster Recovery and Business Continuity?

Business continuity planning creates a back-up plan that documents how your business will operate if it’s is crippled by unforeseen events. Examples include natural disasters, terrorist attacks, strikes and arson. A disaster recovery plan (DRP) is a subset of the BCP; it documents detailed instructions on how to respond to these unforeseen events.

Before fabricating a detailed plan, your organization should conduct a risk analysis and a business impact analysis that establish recovery objectives and time frames.

What’s the Percentage of Businesses that Close After a Disaster?

The Federal Emergency Management Agency (FEMA) reports that 40% of small businesses close following a disaster, according to CNBC’s hurricane preparedness report. Many small business owners don’t consider disasters among their business risks when making contingency plans or purchasing insurance coverage. It’s a mistake that could threaten your company’s very existence.

How Do You Decide Which Systems Are Essential in an Emergency?

Most BCPs consider how to keep essential functions running throughout a disaster and to shorten the recovery period. BCPs are essential for organizations of all sizes, but it may not be feasible to have complete backups for all your business systems. That’s why it’s important to prioritize essential systems, such as customer relationship management tools and compliance and reporting systems.

Many experts agree that once systems are prioritized the recovery budget should be allocated accordingly. Failovers systems should be initiated to ensure crucial components can be restored in case of cyber attacks, terrorism and other catastrophic events.

What Are the Components of a Business Continuity Plan?

The Components of a Business Continuity Plan:

Disaster Preparedness – Recognize the types of events that might compromise your business, assess the threats facing your company and identify steps to eliminate or minimize the impact of those threats.

Emergency Response – Develop procedures that enable you to respond when a disaster occurs or is forecast to occur. Continue with the plan until everyone is safe and there is no further threat of property damage or bodily injury.

Business Recovery – Identify your company’s critical business functions and define procedures that will facilitate restoration of sales, production and operations to pre-disaster levels.

How Do You Create a Business Continuity Plan?

There are five steps to creating a BCP:

1. Build Your Team. Use a top-down approach to build your plan. That means getting the buy-in of the C-suite, including sign-offs by senior management. One point person should own the process, supported by a core team with representatives from every business department.

2. Assess Risk. List out and rank all the hazards that could threaten your company. Examples include: climate, cybersecurity, supply chain, fire protection, facility construction, staffing and utilities.

3. Analyze Business. Create a business impact analysis (BIA) to rank the risks on your list. The idea is to strategize which systems need to come back online first after an emergency. The appropriate business units should be responsible for suggesting recovery strategies to get up and running within a recovery time objective. For example, backup data files need to be stored offsite and available within a few hours of a disaster, and your IT vendor may be able to expedite the shipment of replacement equipment following a catastrophic event.

4. Document the Plan. Documentation needs to include step-by-step procedures. This doesn’t have to be fancy — most plans are written using word-processing programs.

5. Test the Plan. To verify your recovery strategies, testing is essential. These tests vary in complexity from a discussion of the steps needed to respond to a disaster to comprehensive testing of your backup and recovery of core files and systems. Keep in mind that, business continuity planning should be continually reviewed since your systems and business relationships are static.

How Do You Plan for Personnel Disruptions?

Be sure to have a website or number that employees can call to check in. Services may be disrupted for several days, but most employees should be able to check in within 48 hours. Having a documented plan with one website and number makes it easy for everyone to stay in touch. Social media sites are another great way to let everyone post their status or ability to return to work.

Personnel disruptions. The BCP is often mainly operational, dealing with physical infrastructure. However, a business also needs its people to function. A potential disaster can affect your employees’ lives in various ways, including:

• Employees may live in a disaster zone, even if your company is in a safe location.
• The commute may be compromised.
• Nearby disasters affect attendance and productivity.
• When food, water and other necessities are scarce, it’s hard for employees to concentrate on work.

Who Should You Contact First After Checking on Personnel?

Consider your customers. During a disaster, your first calls may be to insurers and vendors. Don’t forget to keep your customers in the loop. Remember, customers want their regular services and are ready to go elsewhere to get it.

Consider vendor stability. If core services are provided by third-party vendors, double-check to make sure continued service is available during a disaster. Vendors may have an issue delivering goods to your business in a disaster area; vendors in other regions impacted by a disaster may not be able to make deliveries.

As a CEO, you have tremendous influence over your company’s brand, messaging, values and strategies. You also have a personal brand that increasingly today needs its own shaping, nurturing and feeding.

One powerful way to improve your personal brand and your company’s messaging is to have your own blog. Your voice, insights, opinions and news needs a vehicle that can project your thoughts across multiple channels.

Knowing why a blog makes sense and best practices is an ideal way to get started.

Why Should I Create a CEO Blog?

First, consider the multiple audiences to which your voice matters. There are stakeholders and in some cases shareholders that value your communication.

Internal blogs allow you to communicate to employees in a very different way. The benefits include:

• Providing an up close and personal insider perspective on work, values and messages you want to convey
• Promoting your internal persona
• Promoting and reinforcing key messages
• Building and celebrating a positive company culture
• Fostering two-way communication between the c-suite and other employees

What Is the Difference Between Internal and External CEO Blogs?

External blogging has its own advantages. The tone and content of internal and external blogging likely will be different but the tone, themes and messaging should remain consistent. The advantages of external blogs are:

• Thought leadership. Insights on industry trends, needs, challenges and transformation help establish you as a leader in your field.
• Valued added. Customers and potential customers are more likely to choose your business if you can provide them with valuable, needed information that helps them do their business better.
• Authenticity. Build authenticity with external stakeholders with consistent valued content, especially in challenging times or crises. That’s when your voice should be loud, not silent.
• A face with a brand. Too often companies, especially as they grow larger, become faceless. A blog helps put a human face on your business and brand. Your blog helps keep your business front of mind, especially when they see your information popping up regularly in email inboxes and on social media.
• Brand loyalty. Customers are going to come back when the products and services they receive are of high value. A blog can help in reinforcing your commitments to quality, customer service and continuous improvement.
• Spreading your message. When your content is compelling, readers will like, share and forward it to others. This viral marketing, at no additional cost to you, spreads your brand and your thought leadership.
• Beating the competition. It’s likely some of your competitors are blogging. Get ahead of them with better, regular and more valuable information.

In a 2016 New York Times article, Microsoft founder Bill Gates, who focuses much of his energy now on his philanthropic foundation, spoke about why he blogs. “It … helps to have a platform for talking about the work I’m doing, both through the foundation and separate from it, because I find people are curious about it,” Gates said.

What Makes for a Successful CEO Blog?

The best CEO blogs are authentic. They don’t just regurgitate press releases or quarterly results. They inject humanity and persona into the work that your company does and gives you a visible, recognizable brand. Here are some other elements of a successful CEO blog:

• Personalization to a point. This is not the place to talk about your son’s high school graduation. However, personalization is important. Instead, offer glimpses behind the curtain about why and how decisions were made or what you see as key issues or opportunities in the industry.
• Design matters. You want your blog to be easily readable, especially on mobile devices.
• Onmichannel. Content is valuable … and you and your marketing team should strategize about how to get the most out of what you provide. Longer blog posts can be followed up by other content — written by you or others — that points back to your hub information. Posts should be teased or delivered via multiple social media platforms. Depending on your business, that may include LinkedIn, YouTube, Facebook, Instagram or Twitter.
• No jargon. Inside baseball is cool, but not when no one can understand what you’re writing. If you’re going to use jargon, be sure that it commonly used within your industry. Otherwise, you could alienate existing and potential customers.
• Focus on customers. All of your blog content should have a singular focus: What do our customers need? Whether it’s product information, industry news or company information, be sure that it is written to help customers solve problems. Ideally, those problems are those your company is uniquely qualified to address.
• Use humor … if it’s funny. Humor is a lot harder to write than you would think. Written words cannot easily express tone, pace and intent. Humor adds a personal element to your writing, but it has to be done with care and strategically.

Where Can I Find Good Examples of CEO Blogs?

Looking for inspiration for your own blog? There are plenty of sources of great CEO blogs and leadership blogs from which to take inspiration. Here are a few examples to review:

CEO blogging can have a deep impact on internal and external messaging. With a clear understanding of goals and tips, your blog will be ready to be published.