Blogging at Dell and Dell EMC - A new manifesto for a new day

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Also available on the official Dell slideshare account, this is a presentation I created to communicate the editorial strategy for Dell's blog as I moved into the role of Chief Blogger in January 2014. It has been updated for 2017 to include the new Direct2DellEMC blog.

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Blogging at Dell and Dell EMC - A new manifesto for a new day

  1. 1. Blogging at Dell and Dell EMC A New Manifesto for a New Day May 2017
  2. 2. 2 of 11 Direct2Dell launched in 2006 as one of the very first corporate blogs; but, as our company has transformed, it was time the blog transformed, as well. So we've re-launched it with a new look. At the same time, we took some of its DNA, combined it with the Dell4Enterprise, EMC Pulse and EMC Reflections blogs and created the totally new Direct2DellEMC blog.
  3. 3. 3 of 11 3 The primary difference between Direct2Dell and Direct2DellEMC is the audience we seek to connect with through each. Direct2DellEMC is focused on speaking with our business customers in mid-sized organizations or large enterprises. Direct2Dell remains the place to share stories about our corporate initiatives, as well as our consumer and small business solutions.
  4. 4. 4 As the primary voices of our company, both Direct2Dell and Direct2DellEMC should use language that is straight-forward and concise. We love what we do and it shows. We’re excited about what our technology can help people accomplish. So each post should strive to make an emotional connection with readers by telling the stories of those people.
  5. 5. 5 Both Direct2Dell and Direct2DellEMC have three primary categories of content: • News (e.g. announcements such as product launches) • Features (e.g. story of how a customer is using our technology) • Opinions (e.g. Dell or Dell EMC point of view on a topic) Secondary categories of Products, Services & Solutions, as well as topical blog tags provide for further navigation.
  6. 6. 6 We encourage any employee to contribute to Direct2Dell and Direct2DellEMC because readers care less about titles than they do hearing from passionate subject matter experts. Guest posts are welcomed from partners, customers, analysts and other influencers with a connection to Dell and Dell EMC. All submissions must adhere to this manifesto and go through editorial review. (submit here)
  7. 7. 7 Imagery often captures a readers attention before text and makes it much more shareable via social media. It is a vital element of every Direct2Dell and Direct2DellEMC post. Each post needs a 1000x500 pixel photo that adheres to the guidelines for the appropriate brand. Video is also encouraged, as well as other multimedia elements.
  8. 8. 8 Direct2Dell and Direct2DellEMC provide original content our readers can’t get anywhere else. Amplification and cross-linking is encouraged, but should be done appropriately. When cross-promoting on platforms such as LinkedIn, Medium or Facebook, authors should create a preface, share the first few introductory paragraphs, and then link back to our corporate blogs for the full post.
  9. 9. 9 Both Direct2Dell and Direct2DellEMC follow The Associated Press Stylebook. Headlines should be less than 100 characters, or about six words. (more) There is no set word count – make posts as long as they need to be, but no longer. Meaning worry less about length and more about substance. Direct2Dell submissions should reflect the Dell voice, and Direct2DellEMC presents content in the Dell EMC voice.
  10. 10. 10 Original, high-quality content readers will find useful is the key to search engine optimization. In addition to linking to Dell.com and DellEMC.com for further reference, include high-quality outbound links to blogs and other web sites. Think about questions our readers might be asking when they search for your topic and then write the answer. Ultimately, ask yourself if you would read it if you didn’t work for Dell.
  11. 11. 11 Direct2Dell and Direct2DellEMC seek to publish new content every week day. The more we consolidate our blog content the easier it will be for our readers to find what they seek, as well as discover new ways our technology can help them reach their goals. In a 2015 study about blogging frequency, companies that published 16+ blog posts per month got nearly 3.5X more traffic than companies that published 0-4 posts per month.
  12. 12. Facts and figures are forgotten – stories are remembered and retold/shared.

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