If you think about it a blog it’s a lot like a newspaper or magazine.
You constantly publish new content and you have multiple authors and contributors to create this content.
Just like a newspaper or magazine, you need to have an editorial hierarchy with clearly defined roles, so everyone working on the blog knows the answer’s to and finds that the editorial decisions are consistently in line with the overall company policies.
On the strategic card, you have an editorial map.
At the top you find the editor-in-chief; this person is the owner of the blog and is the person who answers for its contents.
The editor in chief has final say on what gets published and he/she is responsible, for ensuring that all substance is in line with business, blog policies and goals.
Finally, he/she makes sure that the tone & appearance of the content is right.
The second tier is the content manager, responsible for finding and commissioning for all content and subgroup of topics.
The content manager would answer to the editor-in-chief and serve as a strain for her.
The third tier is the content editor; responsible for receiving and editing content before it arrives at the content manager.
The fourth tier is the contributor. This is a tier in which the content itself was produced previous to being sent to the content editor.
This tier will differ depending on the size of your company. For all small companies, one or two people can complete this role but for a large company, it can be a good idea to distribute roles.
In a real-life situation, the structure would work something like this.
The editor in chief could call for content. The content manager would then find the right person for the company to produce content.
Then the contributor would produce the contents, so then the content editor would handle cleanups, revisions and rewrites.
The content manager would look over the content making sure it’s in line with what was specially made and finally the editor-in-chief receives the contents, to check confirming it’s in line with objectives & rules and tells the content manager to publish it to the blog.
The reason for this structure is to make sure there is oversight at each stage in the process by clearly defining roles, it will diminish the load on a single person by handing out liability across the different tiers.
Yes, as you can see this essentially means there will be a person in your business whose major focus or sole job is to be the editor-in-chief owner of the blog.