Blogging is an increasingly important tool to achieve research impact, but many organisations don't use the flexibility and potential of their blogs. This presentation gives a number of hints and tips, based on the experience of launching a new research project.

1. Blogging for impact
Chris Jordan
Communications & Uptake Manager
@chrisjords
Hugh MacLeod / CC

2. Research blogs:
too much stock, not enough flow?
http://wonkcomms.net/2014/06/30/disrupting-wonkcomms/
A different role for comms/uptake staff?
Think more creatively about blog content

3. Launching the International Research
Institute on Brazil & Africa
Website launched Feb ‘14,
but research wasn’t due
until September ‘14.
We wanted to establish an
audience, so had to be
creative about blog
content.
Here are some techniques
we used.
www.Brazil4Africa.org

4. Establishing character & identity
Post relevant images doing
the rounds on twitter to the
blog.
www.brazil4africa.org/
this-is-progress

5. Establishing networks & allies:
flattery
Highlight where other
people/orgs are doing great
work – especially where
they had sharable content.
www.brazil4africa.org/
growth-is-not-enough

6. Establishing networks & allies:
methodology
* Use slideshare: great for
wordy presentations!
* Share the detailed
methodologies - for other
researchers
www.brazil4africa.org/
the-local-impact-of-bolsa
-familia-transfers-
methodology-masterclass/

7. Refining messaging:
Use blog posts as a testing
ground for new messaging
and arguments.
www.brazil4africa.org/
brazil-a-role-model-for-
development/

8. Refining messaging:
When commissioned to
write a comment piece, we
were able to turn it around
rapidly – as much had
already been rehearsed on
the blog.
bit.ly/1m9PMKp

9. Refining messaging:
We continued to refine
messaging throughout the
project. Here we tried to
condense the 10 main findings
into key 5 messages.
www.brazil4africa.org/
the-5-key-points-to-
understanding-brazils-
development-progress/

10. Getting a seat at the table
Writing, then tweeting
a slightly grumpy blog
about an OECD meeting
enabled us to start a
conversation with them…
www.brazil4africa.org/
industrialisation-in-
africa-policies-or-
politics/

11. Getting a seat at the table
…which resulted in our
research director being
invited to the next experts
group meeting.
We then posted his
presentation.
www.brazil4africa.org/
bridging-the-urban-
rural-divide-in-africa/

12. Ghost write articles
We saved time by
interviewing researchers,
then ghost writing articles
on their behalf.
www.brazil4africa.org/
4-big-issues-for-dilmas-
second-term/

13. Guest post on other blogs
We attracted a much bigger
audience by guest blogging on
other sites … then reposting it
to our own blog.
www.taxjustice.net/2014/
10/13/guest-blog-tax-
social-contract-brazil/

14. Demonstrate your activities
(…to funders)
We keep the blog active to
grow our audience – but also
to inform our funders.
We post a write up of every
key activity we undertake.
www.brazil4africa.org/
the-need-for-fiscal-
adjustment-in-brazil/

15. Take advantage of the flexibility
that blogging provides.
Demonstrate the full range of
activities you do.
Look for opportunities to engage &
generate impact.
Get comms people to play a more
proactive role in generating content.