Xero News is Good News
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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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Xero News is Good News Xero News is Good News Presentation Transcript

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