Mark Schaefer on Blogging

Mark W. Schaefer@markwschaefer
Please. Stop making your company blog suck.

BIG, BIG, BIG IDEAS
Ten reasons your business should blog (even if nobody reads it!)
Evolution of corporate blogging
10 anti-sucking ideas
BONUS – Content is power

Why
Are we blogging?

It’s about …

Corporate Blogging is a
Marketing
function. We aim to sell
more stuff
to more people
more often
for more money.

Source: Base One 2011 Buyersphere Report

The Social Web Model: Systematically Create an Info Eco-system
Employees
Customers
Your Website
Prospects
LocalStakeholders

Let’sDISCOVERHow to have a company blog that doesn’t SUCK

TOP 10
Reasons to
BLOG!

SEARCHengine benefits

DIFFERENTIATION

INFINITE
Search Life

INTEGRATE
with sales strategy & other channels

CRISIS
management

FOCUS
on strategy and POV

RE-PURPOSE
content in
newsletters, whitepapers

REFERENCE library

INTERNALcommunications

PRopportunities/Massive reach

EVOLUTIONof corporate blogging

Personal

Multi-channel
http://www.oracle.com/blogs/index.html

Multi-topic

Innovation

Problem-solving
https://caterpillar.lithium.com/caterpillar/

Community engagement
http://www.wegmans.com/blog/

Voice of Authority
http://www.manpowerblogs.com/

The curious case of the Fiskateers*
*Courtesy Brains on Fire

Ten Simply Amazing IdeasTo Keep You From Sucking

1) GET YOUR DUCKS IN A ROW … FIRST

Such as …
Content plan
Approval process
Editorial responsibilities
Resources

2) ENTERTAIN

3) CONSIDER
CULTURE

4) Go ahead
and sell, dammit.

Direct selling
Blog-only offers
Product ads
Giveaways that require opt-in
Feature helpful uses for your product that encourage people to buy more
Why NOT?

5) Social validation

6) Engage Leadership

7) Deputize

8) Leverage your content (baby)

9) FIVE steps to a PERFECT post
Compelling headline
Original viewpoint
Courage to be imperfect
Don’t write, re-write
Timely

10) LOWER
EXPECTATIONS

The myth of community-building
85% of the visitors to your blog will have never been there before and will probably never be there again.
2% of the people who read your blog will take the time to comment.
75% of the Fortune 500 companies have some restrictions on employees even accessing blogs from work.

What engagement is realistic?
Not having comments does not mean people aren’t engaged.
Consider:
Page views
RSS feed subscriptions
Offline comments
Customer feedback
Tweets
References to your posts

CONTENT IS
POWER
Consider all the business benefits of blogging, even if nobody reads it
Re-frame how your blog can align with your corporate goals
Think through the 10 ideas

BLOG:
www.businessesGROW.com
TWITTER
@markwschaefer
EMAIL
MSchaefer700@gmail.com

http://www.businessesgrow.com	1672
http://www.spatiallyrelevant.org	280
http://consultingprecision.blogspot.com	130
http://feeds.feedburner.com	64
http://www.business2community.com	31
http://consultingprecision.blogspot.ca	16
http://seeingfuture.wordpress.com	14
http://juanytoblogti.blogspot.com	12
http://paper.li	6
http://www.yatedo.com	3
http://a0.twimg.com	3
http://blogstuff.collected.info	1
http://www.blogger.com	1
http://us-w1.rockmelt.com	1
http://twitter.com	1
http://www.yatedo.fr	1

Mark Schaefer on Blogging

by Mark Schaefer on Oct 09, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

16 Embeds 2,236

Statistics

Mark Schaefer on Blogging — Presentation Transcript