Gini Dietrich

Seven Reasons You Should Read Your Boss’s Blog

By: Gini Dietrich | May 11, 2016 | 
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Seven Reasons You Should Read Your Boss's BlogBy Gini Dietrich

Last week, I was in a board meeting and the marketing director shared the results of their first quarter’s efforts.

When I saw their blogging efforts had exploded, I asked her a bunch of questions about it: How are people finding you, what kinds of content works best, how many leads is it generating, and how much money did they make in the first quarter?

The results are pretty astounding. Their qualified inbound leads are up nearly 50 percent and, while not a ton of money, she was able to translate $10,000 in new revenue directly to their blogging efforts.

After I congratulated her—and gave her a few ideas for improvement (because I can’t help myself)—the founder said:

Yes, but we will have one problem. Our colleagues don’t read the blog.

I laughed out loud. I said it’s unfortunately a very common problem.

And why is that? Why don’t employees read their boss’s blog?

Seven Reasons You Should Read Your Boss’s Blog

On the heels of that conversation, I recorded a podcast with Chip Griffin yesterday and, after we were finished with the show, this topic came up.

We both agreed it’s silly if your boss has a blog and you don’t read it. After all, you might learn a thing or two and you’ll be able to impress him or her with the knowledge you gain.

Here are seven reasons you should read your boss’s blog (assuming they have one, of course):

  1. You’ll have direct access. No, not access in the traditional sense, but many people can only get the CEO’s time if there is a big meeting or you wait three weeks for a scheduled one-on-one meeting. By reading your boss’s blog, you have access to their brain, their thinking, their jokes, and their community.
  2. You’ll know how they think. Think about it. In the good ol’ days, when we walked to school barefoot, uphill, in the snow, the only way you had access to the CEO’s brain is if you were sitting across from him or her. And, the only reason that might have happened, is because you also were an executive. Today, though? Today you can see how they think every, single day through their writing.
  3. You’ll be able to quote their content in a meeting. (Which makes you look ridiculously smart, by-the-way). We have a colleague here who, in his first 90 days, quoted Spin Sucks (the book) back to me on numerous occasions. I’m not going to lie: That feels really good. The same goes when you read your boss’s blog. The fact that hundreds or thousands of people outside the organization read his or her blog and the team inside doesn’t is pretty disheartening. If you can quote their content in a meeting, you will be a rising star immediately.
  4. You’ll learn a thing…or 10. Oftentimes, an executive who blogs will use that space to think through a problem or present a solution. And that means you will learn a new way of doing things or even how he or she wants things done. It used to be that a memo would be written, edited, printed, and laid on everyone’s desks. Today, the boss can blog and expect that you are reading and you know about the changes.
  5. You’ll catch subtle nuances. My dad tells a story of how, in grad school, he threw in paragraphs about Mickey Mouse into papers, just to see if the professor (or teacher’s assistant) really read the papers. He found that, shockingly, most were not read. Now imagine if you’re the big boss and you write about subtle things that are happening inside the organization and no one reads it. Those subtle nuances are there for a reason—catch them and keep up on them.
  6. You’ll more fully understand company policies. When I blog, I often do so because I’m thinking through a real challenge that I may or may not have presented to our entire team yet. For instance, keeping a team engaged when they’re all virtual is top-of-mind right now. Though we’ve talked about it in many staff meetings (and we just implemented 15five to see if that will help), you’ll likely see a blog post here about the topic in the very near future. That’s because writing it out helps me think through solutions. That’s the case for many executives who write so it’ll be easier for you to understand policies and the thinking behind them if you read your boss’s blog.
  7. You’ll see their vision in action. I’m fairly certain I can ask any avid Spin Sucks reader what the vision of this blog is and you can tell me. That’s because I’m ridiculously open about changing the way PR is perceived in the business world. Now think about that if you read your boss’s blog. Suddenly you can see their vision, it makes sense to you, you can see the holes in it (which gives you an opportunity to collaborate directly with them to fix them), and you can get behind it.

My writing hour is coming to a close this morning or I would keep going because there are lots and lots and LOTS more reasons you should read your boss’s blog (or the company blog or the blog of your colleagues).

So I will leave you the floor. What else would you add?

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • You’ll also learn how ghostwriting works… 😉

    I’m all for bosses blogging, and employees reading, if it’s truly the boss and not some second-hand account of what a company thinks the boss’s blog should be.

    • Yeah, notice I focused on the boss’s blog and not the company blog. While people should read the company blog, I think it’s less important for your career. If your boss blogs and you don’t read though? Shame on you!

      • But many “boss’s blogs” are just company bosses in disguise. The Boss doesn’t write it, doesn’t even narrate it.

        Instead, they simply give the content team the topic, has a quick look over, and approves.

        The ones that do blog themselves, kudos.

        • One clarification I will add, since I spoke of my boss’s blog in my comment below is ….. she does write on the blog that carries the name of our org, but she also has her own site with a blog that is more personal. My comments apply to both (that there are no surprises) but I think doing it that way gives her some latitude re: the tone of the pieces.

  • I’ve heard we have a blog. I’m going to have to check it out.

    • Come on, everyone knows you only read your own, and those who steal your Monday spot, so you can angrily chastise them…

      • Ok, fine…..but that AND I scan every other blog post to see if my name is referenced. If not….I move on….

        • Laura, you should really get Talkwalker set up. Removes the need to even scan! 😉
          And Danny, you think she read your Monday post?

          • Laura reads nothing of mine anymore. She’s still pissed at me taking her Monday slot to introduce Postmatic. Some people….

    • Gini Dietrich

      No, we don’t have a blog. Carry on.

      • Whew! I thought I had totally missed something, and I mean…”Hello embarrassing,” you know?

  • Bosses blog?

    • I was going with the singular. Your boss and his or her blog. Bosses would be multiple people in charge, no?

  • All definite valid points! I guess it is a testament to my boss that a) I read her blog and b) there are no surprises there – she’s who she is on the blog and virtually (virtual team … to one of your other points). Once you have satisfied yourself (to Danny’s point) that the boss is actually writing (or contributing heavily) to the blog, I agree reading it is an asset. // I think what someone writes on their blog, especially when they’re a leader, can be an accurate indicator of transparency — is there something they might say there that would totally surprise someone who works for them? Or have they been clear enough in other communications that the blog is more of a confirmation of something people already know. /// And I have to point out the flip side, which would spawn one and probably more other blogs …. interesting things can happen when bosses read employees’ blogs! My bosses at my prev job didn’t have blogs, which may be why they freaked out so much that I was honest in mine. I wouldn’t take back a thing I ever wrote, but I do recognize in retrospect that the fact they weren’t “into” social media at all may have made my content look especially jarring.

    • Gini Dietrich

      I imagine blogging, in general, is jarring for those who don’t participate online.

      • I agree. And if blogging is jarring, something like, for example, Snapchat would make their heads spin. 😉

        • Gini Dietrich

          LOL

  • Did Chip happen to mention the post titled something along the lines of “why you should fire good employees”? It was apparently referring to baseball or hockey–sports. This was not terribly healthy for at least one of his high-strung employees who *did* read his blog… 😉

    • LOL!!!! I am literally laughing out loud! You should listen to the podcast. After we finished, he said, “Well, great. Now everyone’s going to think I’m going to fire them.”

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