A guide to corporate blogging

Blogging workshop January 2012

Why blogging is important• Brings in website traffic • SEO • Social media content• Demonstrates and authority and passion

Who is the blog for?• Clients• Prospects• Google• Other people in the industry

Problems with blogging • Generating ideas • Time • Pressure to say something profound/interesting

Generating ideas – the four topics Industry news Reviews How to guides Your job

Generating ideas – three step process • Break down each topic into three steps • In the next example, we look at how Phil, a Delineo copywriter, can write a blog on his role at the company. • In each step, we look at the skills or techniques necessary for each particular element of his job.

Generating ideas: What does Phil do? Goes to Write copy meetings Generate Works on ideas branding

Generating ideas – step 2 Staying focused Getting Tone of inspiration voice Write copy Choosing Knowing the right your words audience Working from a brief

Generating ideas – Step 3 (generating a blog title) • What “What words sell more products” • Where “Where do you get inspiration for copywriting” • Why “Why you need to choose your words carefully when copywriting” • When “When to use the word „Brilliant‟.

Apply the same process for industry news

Generating ideas – step 1 Autoglass Voiceovers Car adverts Autoglass advert Crowd sourced 20 seconds content Female actors

Generating ideas – step 2 Famous voiceovers Your favourite Accents voiceovers Voiceover Appropriateness Gender Formality

Generating ideas – Step 3 • What “What adverts feature famous celebrity voiceovers?” • Where “Where to use a voiceover.” • Why “Why would I recommend using a celebrity voiceover to a client” • When “When celebrity voiceovers go wrong”

Time• Set aside an hour• Aim for 350-400 words• Don’t overthink it• Ask for an opinion

Structure• Beginning, middle, end Introduction to the post [argument introduction] Supporting material [facts, anecdotes] Conclusions

Final thoughts• Don’t be afraid of an opinion• Don’t be afraid to ask someone else for their opinion• Have fun

A guide to corporate blogging

by Tom Mason on Jan 09, 2012

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A guide to corporate blogging — Presentation Transcript