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.

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Xero News is Good News

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

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