1. Select blog’s theme.

What is the blog about?

What specific topics will be covered?
What will the blog be called? What’s the URL?
How will sub-categories be integrated into the architecture of the blog?
2. Determine overall blog design.
What will the blog look like?
What blog theme will be used?
What branding elements will be incorporated? If the blog’s associated with
a product, other media or organization, ensure the blog is in line with its
overall brand guidelines.

3. Choose your bloggers.

Who will write your core content?
Are you a group of professional bloggers, a loose association of experts in
a field, or corporate employees?
Who will cover the different aspects of your topic? Will you have
ghostwriters?
4. Develop blog policies and fine print.
What are the blog’s terms of use?
Do the articles have to be written solely for the blog or will you accept
reprinted content?
Who owns the blog content (the blog or the author) and for what period of
time?
What are the blog’s disclaimers?
What are the guest blogging policies?
What are the commenting policies?

5. Determine blog goals.

What is the blog’s objective? Is it an executive platform, sales support, etc?
How are the proceeds distributed if revenue generation is involved?
6. Give bloggers editorial support.
Who will provide the copyediting?
What words are acceptable? Does the blog sound like your readers?
What writing quality is expected?
What keywords are to be included in each post?
What is the linking policy? Where can bloggers link to? Can they link to
their personal blogs?
Who’s responsible for associating keywords within the post?
7. Celebrate bloggers.
How do you give your bloggers their 15 seconds of fame?
Is there a special page for each blogger with their profiles and bio?
Include a blurb and photograph with each post.
Is it linked to their social media presence?
8. Promote your blog
How will you get the word out about your blog?
Which social sharing will you use on your blog? Will you set up your blog
to push out content? (Bear in mind that where and what you say on social
media matters.)
Can you cross promote your blog using other platforms with which your
bloggers are associated?
How can you promote the blog using internal media where the bloggers
are involved?
How can you leverage other events where the bloggers are represented?