Post on 12-Apr-2017
transcript
Corporate BloggingSebastiano Mereu
@sebinomics
Based on the book ProBlogger by Darren Rowse and Chris Garrett
unless noted differently
What is a blog?“A blog is a frequently updated online personal journal or diary.” – Kenneth Byrd
“…the first journalistic model that actually harnesses rather than merely exploits the true democratic nature of the web. It’s a new medium finally finding a unique voice.” – Andrew Sullivan
“[a] collection of posts…short, informal, sometimes controversial, and sometimes deeply personal…with the freshest information at the top.” – Meg Hourihan
Sources: blogbasics.com, squarespace.com
Examples of common blogs
footballmarketing.tv sallysbakingaddiction.com
What is a corporate blog?“[…] the practice of creating content that addresses industry updates, expert tips or best practices and company news from the perspective of a brand. It is used by businesses of all sizes as a means of content marketing.” – brafton.com
“[…] utilized to promote products, services or expertise in an area that the company specializes in. A corporate blog can also be used to drive public relations, and communicate effectively with employees or shareholders.” – corporatebloggingtips.com
Sources: brafton.com, corporatebloggingtips.com, squarespace.com
Examples of corporate blogs
Sources: zappos.com, abb-conversations.com, coca-colacompany.com, 1912pike.com
What makes blogs different?
Contentis
King
!
Syndicated content in form of a
feed
Dialogue and
community feel
"
Added benefits
Image sources: nationalgeographic.com, evenesis.com, blurbpoint.com, ingenuityuk.com
Fame Traffic
SalesContacts
Added benefitsexamples
“With a blog, we would be talking with people who are
not coming to us with a problem but are still interested
in hearing from us.” – Bob Pearson, Dell VP Corp Comms
Sources: zappos.com, ambitions.com, Groundswell (book), blog.homedepot.com
Fame Traffic
SalesContacts
10 reasons why niche blogs are successful
1. Loyal readers 2. Community 3. Specialist authors 4. Brand, credibility, and profile 5. Contextual advertising 6. Direct advertising sales 7. Search engine optimisation 8. More posts 9. Leverage to expand into neighbouring niches 10. Higher conversion
Source: brandcontentcorner.com
«Writing tips for bloggers»
Scannable content
Writing tips for bloggers
Source: abb-conversations.com
1. Lists2. Formatting 3. Headings 4. Media 5. Borders 6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
Writing tips for bloggers
Source: http://blog.hubspot.com
1. Lists 2. Formatting3. Headings 4. Media 5. Borders 6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
Writing tips for bloggers
Source: contentmarketinginstitute.com
1. Lists 2. Formatting3. Headings 4. Media 5. Borders 6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
Writing tips for bloggers
Source: http://blog.hubspot.com
1. Lists 2. Formatting 3. Headings4. Media 5. Borders 6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
Writing tips for bloggers
Source: http://blog.homedepot.com
1. Lists 2. Formatting 3. Headings 4. Media5. Borders 6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
Embedded pictures
Writing tips for bloggers
Source: adweek.com
1. Lists 2. Formatting 3. Headings 4. Media5. Borders 6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
Embedded video
Writing tips for bloggers
Source: newsweek.com
1. Lists 2. Formatting 3. Headings 4. Media5. Borders 6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
Video
Writing tips for bloggers
Source: mashable.com
1. Lists 2. Formatting 3. Headings 4. Media5. Borders 6. Spaces 7. Short
paragraphs 8. To the point
Scannable content Embedded tweet
Writing tips for bloggers
Source: http://blog.homedepot.com
1. Lists 2. Formatting 3. Headings 4. Media 5. Borders6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
Writing tips for bloggers
Source: contentmarketinginstitute.com
1. Lists 2. Formatting 3. Headings 4. Media 5. Borders6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
Writing tips for bloggers
Source: mashable.com
1. Lists 2. Formatting 3. Headings 4. Media 5. Borders 6. Spaces7. Short
paragraphs8. To the point
Scannable content
Writing tips for bloggers
Source: coca-colacompany.com
1. Lists 2. Formatting 3. Headings 4. Media 5. Borders 6. Spaces 7. Short
paragraphs 8. To the point
Scannable content
«Types of blog posts»
Source: pinimg.com
Types of blog posts
Source: cio.com, 1912pike.com
Instructional Instructional
Types of blog posts
Source: mibellegroup.com, walmart.com
InformationalInformational
Types of blog posts
Source: engadget.com, walmart.com, ge.com
ListReview
List
Types of blog posts
Source: gereports.com, briansolis.com
Video-interviewInterview
Types of blog posts
Source: hoteliermagazine.com, 1912pike.com
Profile Profile
Types of blog posts
Source: optimizely.com, fortune.com
Case study
Case study
Types of blog posts
Instructional Informational Reviews Lists Interviews Case studies Profiles
Overview:Link posts Problem posts Comparison posts Rants Inspirational Research
10 steps to writing a successful series on your blog
Source: netdna-ssl.com
10 steps to writing a successful series on your blog
1. Identify a topic 2. Write a list 3. Set targets 4. Set up draft posts 5. Pick a series title 6. Announce the series 7. Write an introduction to the series 8. Write a post per day/week/[frequency] 9. Interlink your posts 10. Finish your series well –> Have a definite end!
10 steps to writing a successful series on your blog
Source: problogger.net
example
Build an interactive blog by encouraging comments
Source: lifehacker.com
1. Invite comments2. Ask questions3. Be open-ended 4. Interact 5. Be humble 6. Be controversial 7. Reward
comments 8. Establish
boundaries 9. Shape your
blog’s culture
Build an interactive blog by encouraging comments
Source: sallysbakingaddiction.com
1. Invite comments 2. Ask questions 3. Be open-ended4. Interact 5. Be humble 6. Be controversial 7. Reward
comments 8. Establish
boundaries 9. Shape your
blog’s culture
Build an interactive blog by encouraging comments
Source: sallysbakingaddiction.com
1. Invite comments 2. Ask questions 3. Be open-ended4. Interact 5. Be humble 6. Be controversial 7. Reward
comments 8. Establish
boundaries 9. Shape your
blog’s culture
Build an interactive blog by encouraging comments
Source: footballmarketing.tv
1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact5. Be humble 6. Be controversial 7. Reward
comments 8. Establish
boundaries 9. Shape your
blog’s culture
We mention Li & Bernoff
We mention SBI Barcelona
Build an interactive blog by encouraging comments
Source: twitter.com/sbi_barcelona
1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact5. Be humble 6. Be controversial 7. Reward
comments 8. Establish
boundaries 9. Shape your
blog’s culture
Build an interactive blog by encouraging comments
Source: http://yourquestions.mcdonalds.ca
1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact5. Be humble6. Be controversial 7. Reward
comments 8. Establish
boundaries 9. Shape your
blog’s culture
Not a blog but good example of interaction and
showing that the company cares
about their stakeholders
Build an interactive blog by encouraging comments
Source: socialmediaexaminer.com
1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact 5. Be humble 6. Be controversial7. Reward
comments 8. Establish
boundaries 9. Shape your
blog’s culture
Build an interactive blog by encouraging comments
Source: twitter.com/sbi_barcelona
1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact 5. Be humble 6. Be controversial 7. Reward
comments8. Establish
boundaries 9. Shape your
blog’s culture
Build an interactive blog by encouraging comments
Source: keepcalm-o-matic.co.uk
1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact 5. Be humble 6. Be controversial 7. Reward
comments 8. Establish
boundaries9. Shape your
blog’s culture
Build an interactive blog by encouraging comments
Source: keepcalm-o-matic.co.uk
1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact 5. Be humble 6. Be controversial 7. Reward
comments 8. Establish
boundaries 9. Shape your
blog’s culture
Recap
1. What’s a blog? What’s a corporate blog? 2. Difference between a blog and a website 3. Added benefits 4. 10 reasons why niche blogs are successful 5. Writing tips for bloggers: Scannable content 6. Types of blog posts 7. 10 steps to writing a successful series 8. Build an interactive blog by encouraging
comments