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Mark Schaefer on Blogging

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Why should you blog ... even if nobody reads it? How do you get your company blog to suck less? Here is one of Mark Schaefer's most popular presentations.

Why should you blog ... even if nobody reads it? How do you get your company blog to suck less? Here is one of Mark Schaefer's most popular presentations.

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  • Another good list of 10 reasons for business blogging.

    After 10+ years of implementing Blogs for small, mid size business websites as a digital publishing platform, this 'education hump' continues to be a continuous uphill for new clients.

    Many times -- demystifying the silly word 'Blog' is the root of the issue...

    Thanks for posting,
    seanrox
       Reply 
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Transcript

  • 1. Mark W. Schaefer@markwschaefer
    Please. Stop making your company blog suck.
  • 2. 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
  • 3.
  • 4. Why
    Are we blogging?
  • 5. It’s about …
  • 6. Corporate Blogging is a
    Marketing
    function. We aim to sell
    • more stuff
    • 7. to more people
    • 8. more often
    • 9. for more money.
  • Source: Base One 2011 Buyersphere Report
  • 10. The Social Web Model: Systematically Create an Info Eco-system
    Employees
    Customers
    Your Website
    Prospects
    LocalStakeholders
  • 11. Let’sDISCOVERHow to have a company blog that doesn’t SUCK
  • 12. TOP 10
    Reasons to
    BLOG!
  • 13. SEARCHengine benefits
  • 14. DIFFERENTIATION
  • 15. INFINITE
    Search Life
  • 16. INTEGRATE
    with sales strategy & other channels
  • 17. CRISIS
    management
  • 18. FOCUS
    on strategy and POV
  • 19. RE-PURPOSE
    content in
    newsletters, whitepapers
  • 20. REFERENCE library
  • 21. INTERNALcommunications
  • 22. PRopportunities/Massive reach
  • 23.
  • 24. EVOLUTIONof corporate blogging
  • 25. Personal
  • 26. Multi-channel
    http://www.oracle.com/blogs/index.html
  • 27. Multi-topic
  • 28. Innovation
  • 29. Problem-solving
    https://caterpillar.lithium.com/caterpillar/
  • 30. Community engagement
    http://www.wegmans.com/blog/
  • 31. Voice of Authority
    http://www.manpowerblogs.com/
  • 32. The curious case of the Fiskateers*
    *Courtesy Brains on Fire
  • 33. Ten Simply Amazing IdeasTo Keep You From Sucking
  • 34. 1) GET YOUR DUCKS IN A ROW … FIRST
  • 35. Such as …
    Content plan
    Approval process
    Editorial responsibilities
    Resources
  • 36. 2) ENTERTAIN
  • 37. 3) CONSIDER
    CULTURE
  • 38. 4) Go ahead
    and sell, dammit.
  • 39. 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?
  • 40. 5) Social validation
  • 41.
  • 42. 6) Engage Leadership
  • 43. 7) Deputize
  • 44. 8) Leverage your content (baby)
  • 45. 9) FIVE steps to a PERFECT post
    Compelling headline
    Original viewpoint
    Courage to be imperfect
    Don’t write, re-write
    Timely
  • 46. 10) LOWER
    EXPECTATIONS
  • 47. 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.
  • 48. 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
  • 49. CONTENT IS
    POWER
    • Consider all the business benefits of blogging, even if nobody reads it
    • 50. Re-frame how your blog can align with your corporate goals
    • 51. Think through the 10 ideas
  • 52. BLOG:
    www.businessesGROW.com
    TWITTER
    @markwschaefer
    EMAIL
    MSchaefer700@gmail.com

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