Corporate Blogging

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This presentation gives tips for creating a corporate blog that drives traffic.

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Corporate Blogging

  1. 1. Creating a Corporate Blog That Attracts Visitors Presented by Ralph Miller
  2. 2. <ul><li>A bad blog is worse than no blog… </li></ul><ul><li>A dead blog is worse than no blog… </li></ul><ul><li>But an engaging blog is one of the best things in the world that you can do for your business. </li></ul><ul><li>~Jeremy Wright </li></ul>
  3. 3. Is Your Company Ready for a Blog? <ul><li>Investment of time and money </li></ul><ul><ul><li>Custom design </li></ul></ul><ul><ul><li>Generating ideas for content </li></ul></ul><ul><ul><li>Writing and managing content </li></ul></ul><ul><ul><li>Commenting on other blogs </li></ul></ul><ul><ul><li>Moderation </li></ul></ul><ul><li>What makes sense to do yourself? </li></ul><ul><li>What makes sense to outsource? </li></ul>
  4. 4. Why a Corporate Blog? <ul><li>The original social media </li></ul><ul><li>24% of our page views come from our blog posts (~2,000 per month) </li></ul><ul><li>We make 2 new posts per week </li></ul><ul><li>Gives us a vehicle to post new link worthy content </li></ul><ul><li>Keeps the search engines coming back </li></ul>
  5. 5. Blog Setup and Branding <ul><li>On your current URL </li></ul><ul><li>Self-hosted </li></ul><ul><li>Matches current website design – seamless transition </li></ul><ul><li>Blogging software choices </li></ul><ul><ul><li>Lots of open source choices, </li></ul></ul><ul><ul><li>Depends on current website, your programming ability and the programming language – PHP, MySQL, Ruby on Rails </li></ul></ul>
  6. 6. Self-hosted Blogging Platforms <ul><li>WordPress - http://wordpress.org/ </li></ul><ul><ul><li>Large user base and support community </li></ul></ul><ul><ul><li>Lots of plugins that extend functionality </li></ul></ul><ul><ul><li>SEO friendly </li></ul></ul><ul><li>TypePad - http://www.typepad.com/ </li></ul><ul><li>B2evolution - http://b2evolution.net/ </li></ul><ul><li>Joomla - http://www.joomla.org/ </li></ul><ul><li>MovableType - http://movabletype.com/ </li></ul><ul><li>Typo - http://wiki.github.com/fdv/typo/ </li></ul>
  7. 7. Writing Posts for Your Blog <ul><li>Who will post? </li></ul><ul><ul><li>Single voice versus multiple bloggers </li></ul></ul><ul><ul><li>If it’s a large business with multiple areas, think experts </li></ul></ul><ul><ul><li>CEO, owner? </li></ul></ul><ul><li>How often will they post? </li></ul><ul><ul><li>Dell posts 2x a day </li></ul></ul><ul><ul><li>We post 2x/week </li></ul></ul><ul><ul><li>What’s doable for you and your business? Whatever you choose, make it consistent </li></ul></ul><ul><li>What will they post </li></ul><ul><ul><li>Relevant, but non-promotional </li></ul></ul><ul><ul><li>News, don’t just report it, make it </li></ul></ul><ul><ul><li>Link out – share the love and talk about other things </li></ul></ul>
  8. 8. Posts (continued) <ul><li>What not to post </li></ul><ul><ul><li>Only self promotional items </li></ul></ul><ul><ul><li>White papers </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Too much personal information </li></ul></ul><ul><ul><li>Don’t keyword cannibalize </li></ul></ul><ul><ul><ul><li>Keep commercial keywords on your website </li></ul></ul></ul><ul><ul><ul><li>Target non-commercial keywords and phrases </li></ul></ul></ul><ul><ul><ul><li>Link to your commercial pages from your blog </li></ul></ul></ul>
  9. 9. Editing <ul><li>Will you edit? </li></ul><ul><li>If yes, who will edit? </li></ul><ul><li>Who will publish? </li></ul><ul><ul><li>Keep in mind training time here for special formatting, keywords, SEO etc. </li></ul></ul>
  10. 10. Ideas for Content <ul><li>Upcoming events, webinars, seminars </li></ul><ul><li>Product or service releases </li></ul><ul><li>Industry news </li></ul><ul><li>Other related products, services, and businesses in your industry </li></ul><ul><li>Studies you produce, insights you have, educational information </li></ul><ul><li>Lists </li></ul>
  11. 11. Participating in the Blogosphere <ul><li>Keep an ear on the conversation </li></ul><ul><ul><li>Google Alerts – http://www.google.com/alerts </li></ul></ul><ul><ul><li>Technorati - http://technorati.com/ </li></ul></ul><ul><ul><li>BackType - http://www.backtype.com/ </li></ul></ul><ul><li>Comment on relevant articles </li></ul><ul><ul><li>Use your name or business name </li></ul></ul><ul><ul><li>Get a gravatar -http://en.gravatar.com/ </li></ul></ul><ul><ul><li>Don’t self-promote, just comment </li></ul></ul>
  12. 12. Comment and Moderation Policy <ul><li>Develop a comment and moderation policy early on, before you have issues </li></ul><ul><li>Allow both positive and negative comments? </li></ul><ul><li>Most corporate blogs don’t tolerate SPAM or offensive language </li></ul><ul><li>Other considerations – </li></ul><ul><ul><li>Follow, nofollow comments </li></ul></ul><ul><ul><li>Hold for moderation before publishing </li></ul></ul><ul><ul><li>Use SPAM filter like Akismet </li></ul></ul>
  13. 13. Why Social Media? <ul><li>12% of our visitors come from social sites (~500 per month and growing) </li></ul><ul><li>More than double what we get from PPC </li></ul><ul><li>Helps with organic rankings & branding </li></ul><ul><li>Keeps the search engines coming back </li></ul>
  14. 14. Social Media Distribution <ul><li>Twitter Tools for WordPress- http://wordpress.org/extend/plugins/twitter-tools/ </li></ul><ul><li>HootSuite RSS/Atom Feed Tool </li></ul><ul><li>FaceBook Social RSS App - http://www.facebook.com/apps/application.php?id=23798139265 </li></ul><ul><li>YouTube for videos with embed on blog </li></ul><ul><li>DIGG, SPHINN, REDDIT – don’t submit yourself </li></ul><ul><li>Other social media sites… </li></ul>
  15. 15. How Blogs Build Links and Rankings <ul><li>Comments you leave on other blogs create a link back to your blog </li></ul><ul><li>Linking to other blogs often leaves a trackback on that page </li></ul><ul><li>Each trackback on a page of your blog is someone linking to your blog. </li></ul><ul><li>People naturally link to content that provides value </li></ul><ul><li>Each comment left on your blog is an indication to search engines how hot and important a page is </li></ul><ul><li>Opportunity for long tail rankings </li></ul>
  16. 16. Measuring Success <ul><li>ROI - hard to measure </li></ul><ul><li>Measure success by </li></ul><ul><ul><li># visitors </li></ul></ul><ul><ul><li># page views </li></ul></ul><ul><ul><li># of inbound links created - http://siteexplorer.search.yahoo.com/ </li></ul></ul><ul><ul><li># of comments </li></ul></ul><ul><ul><li># RSS subscribers </li></ul></ul><ul><ul><li># of RFIs coming off blog pages </li></ul></ul>
  17. 17. Corporate Blogging Blunders <ul><li>Not enough content, inconsistent content, impersonal content, content that’s too lengthy or technical </li></ul><ul><li>Not reaching out to other bloggers, participating in the blogosphere </li></ul><ul><li>No follow-up to comments/questions on the blog </li></ul><ul><li>Cannibalization of keywords </li></ul><ul><li>Lack of internal linking </li></ul><ul><li>Blog is on separate URL or doesn’t match design </li></ul><ul><li>No distribution through social media </li></ul>
  18. 18. Examples of Corporate Blogs Done Well <ul><li>Google - http://googleblog.blogspot.com/ </li></ul><ul><li>Dell- http://en.community.dell.com/blogs/direct2dell </li></ul><ul><li>Marriott - http://www.blogs.marriott.com/ </li></ul><ul><li>Southwest Airlines - http://www.blogsouthwest.com/blogsw </li></ul>
  19. 19. <ul><li>Questions? </li></ul>
  20. 20. Thank You! Our Contact Info: http://twitter.com/VerticalMeasure www.linkedin.com/company/VerticalMeasures www.facebook.com/verticalmeasures www.VerticalMeasures.com

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