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Xero News is Good News

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A big part of the Xero success story can be attributed to our blog. Here are some insights into our strategy on writing and managing a business blog as a team.

A big part of the Xero success story can be attributed to our blog. Here are some insights into our strategy on writing and managing a business blog as a team.

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  • 1. XERO NEWS IS GOOD NEWS Philip Fierlinger Head of Design at Xero philip@xero.com
  • 2. DRURY.NET.NZ Founder, CEO, entpreneur, rockstar blogger
  • 3. COOL KIDS CLUB Can’t be web 2.0 without blog
  • 4. GET TO KNOW US Start a relationship with customers
  • 5. HOMEBREW Fell into trap of the “technology stack”
  • 6. CORPORATE PROPAGANDA Is it a blog if people can’t comment?
  • 7. ANYTHING YOU SAY CAN AND WILL BE USED AGAINST YOU Pre-IPO: market sensitive information is no-go
  • 8. BEST TOOLsupported (like Xero) JOB FOR THE Easy, powerful, flexible, well
  • 9. BUILD AN AUDIENCE Providing insight on things that matter: Business, technology, design
  • 10. ESTABLISH transparent Conversational, personable, A VOICE
  • 11. SUBJECT MATTER EXPERTS Getting the team to contribute (or be attributed)
  • 12. SET THE PACE Find an angle Punchy headlines Short & sharp copy Evocative photos & graphics
  • 13. CONSTANT BALANCING ACT
  • 14. QUANTITY VS QUALITY Aim for daily updates, keep the interest, time important updates
  • 15. EDITORIAL REVIEW VS ANYTHING GOES Maintain high quality & stay “on brand” with different writers
  • 16. OFFICIAL VS CASUAL Start-up vs publicly listed company
  • 17. BLOG VS <LATEST CRAZE> Newsletters, Forums, PR, Twitter The medium is the message
  • 18. GLOBAL VS REGIONAL Internationalisation
  • 19. GLOBAL VS REGIONAL Internationalization
  • 20. MEASURE OF SUCCESS Comments Stimulate feedback, comments sidebar Inbound and internal traffic SEO
  • 21. INFINITY AND BEYOND Wordpress as CMS Video pages, Multi-user Wordpress as community platform Comments, ratings
  • 22. XERO IS HIRING DESIGNERS & DEVELOPERS Philip Fierlinger Head of Design at Xero philip@xero.com