7 Steps to Create Stock Blog Content

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As part of the "Blogging Tips for Business Professionals Series," Michael Neu, VP of Product Development for Relaborate, details 7 steps for creating "Stock" blog content.

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  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • For more blogging Tips and Tricks, please read our posts at http://www.relaborate.com/blog
  • 7 Steps to Create Stock Blog Content

    1. 1. Blogging Tips for Business Professionals7 Steps to Create Stock Blog ContentMichael Neu | michael@relaborate.comApril 2012@Relaborate
    2. 2. Stock and Flow Overview • Robin Sloan made a great comparison of Defined how the traditional economic concepts of Why Flow is Easier stock and flow relate to media in our Why Stock is Important modern world a few years back. The term is increasingly being used to describe Creating Stock Content Trending News media in terms of content as well. Use Info Collaborate • Robin introduces 2 main types of Ask Questions content: Stock and Flow. He describes: Use Insight — Flow as ephemeral. Polish — Stock as the items with staying power. Publish and Seed Conclusion@Relaborate
    3. 3. Stock and Flow Overview • “Flow is the feed. It’s the posts and Defined the tweets. It’s the stream of daily Why Flow is Easier and sub-daily updates that remind Why Stock is Important people that you exist. Creating Stock Content • Stock is the durable stuff. It’s the Trending News content you produce that’s as Use Info interesting in two months (or two Collaborate years) as it is today. It’s what people Ask Questions discover via search. It’s what Use Insight spreads slowly but surely, building Polish Publish and Seed fans over time.” Conclusion@Relaborate
    4. 4. Stock and Flow Overview • A healthy mixture of stock and flow Defined content is very important. Why Flow is Easier • However, most businesses we have Why Stock is Important interviewed seem to being doing a better job with flow content these days, and tend Creating Stock Content Trending News to fall off when it comes to stock content Use Info creation. Collaborate ― This is because it’s a lot easier to Ask Questions retweet something or reblog it on Use Insight Tumblr than it is to create the original Polish content in the first place. Publish and Seed Conclusion@Relaborate
    5. 5. • However, there is downside in not Stock and Flow Overview investing in stock content. Defined ― Stock content is the content that Why Flow is Easier generally goes deeper, creates more Why Stock is Important value, adds knowledge and contributes to your industry. Creating Stock Content ― It takes more time and effort to Trending News create, but it often provides more Use Info value. Collaborate ― Companies and Brands that only invest Ask Questions in their flow content Use Insight (Facebook, Twitter, Tumblr, etc) run the Polish Publish and Seed risk of only being a conduit versus a creator. Conclusion@Relaborate
    6. 6. Stock and Flow Overview Defined Why Flow is Easier Why Stock is Important 7 Tips for Developing Creating Stock Content Trending News Stock Content Use Info Collaborate Ask Questions Use Insight Polish Publish and Seed Conclusion@Relaborate
    7. 7. Stock and Flow Overview Defined Why Flow is Easier 1. Look at what’s trending Why Stock is Important • Monitor the flow content about your Creating Stock Content Trending News industry and your brand. Use Info • This can be Twitter, Q&A sites, Popular Collaborate Questions on your website, misunderstood Ask Questions or misused terms, etc. Use Insight Polish Publish and Seed Conclusion@Relaborate
    8. 8. Stock and Flow Overview Defined 2. Use this information to inform Why Flow is Easier Why Stock is Important • Generating in-depth analysis on what is being asked or what is popular is a great Creating Stock Content Trending News source for longer, more well thought-out Use Info blog posts. Collaborate • It also allows your Company or Brand to Ask Questions engage in the conversation in a more Use Insight meaningful way. Polish Publish and Seed Conclusion@Relaborate
    9. 9. Stock and Flow 3. Collaborate between your team Overview Defined • Often the person with the most knowledge Why Flow is Easier or skill on a subject is not you. Why Stock is Important • Reach out to the subject matter experts within your company. This may be product Creating Stock Content Trending News people, HR, customer support, engineers, Use Info your executive team, etc. Collaborate • Everybody has different and unique Ask Questions expertise. And when they say that they Use Insight don’t have time (which they will), ask them Polish if they would at least answer a few Publish and Seed questions. Conclusion@Relaborate
    10. 10. 4. Ask them to answer a few pertinent Stock and Flow questions Overview Defined • This small step goes a LONG way in solving Why Flow is Easier the “bloggers block” problem. Why Stock is Important • Given no direction, people panic and run away, or will stare at you crazily when Creating Stock Content Trending News asked to write a blog post on behalf of the Use Info company. Collaborate • However, when prompted with specific Ask Questions questions in an area that they have Use Insight knowledge, it is more like an interview. By Polish playing to their ego, (people actually love Publish and Seed to share their knowledge) you will get more fully developed responses. Conclusion@Relaborate
    11. 11. Stock and Flow Overview Defined Why Flow is Easier 5. Use their responses and insight Why Stock is Important • Assemble these responses and use them to Creating Stock Content craft a long-form blog post. Trending News • Create it in a form that looks nice, adding Use Info photos or images, and then ask them to Collaborate review it. You will be amazed at their Ask Questions reaction when they see it. Use Insight Polish Publish and Seed Conclusion@Relaborate
    12. 12. Stock and Flow Overview 6. Polish & Optimize for the web Defined Why Flow is Easier • Once you have a nicely written blog post Why Stock is Important you need to polish it. • Add video, images, headlines, Creating Stock Content Trending News subheadlines, quotes, media and any other Use Info formatting that will make it easier to read. Collaborate • Additionally you want to make sure it is Ask Questions SEO optimized by running through a quick Use Insight checklist. Polish Publish and Seed Conclusion@Relaborate
    13. 13. Stock and Flow Overview Defined 7. Publish and Seed Why Flow is Easier Why Stock is Important • Although the above process is more about creating the content, it’s also important to Creating Stock Content Trending News remember to seed your content. Use Info • Look at step 1, and find the groups, Collaborate forums, blogs, and tribes that this content Ask Questions piece is targeted towards and share it with Use Insight them. Polish Publish and Seed Conclusion@Relaborate
    14. 14. Relaborate believes every employee Stock and Flow has a story to tell, an experience to Overview share, or insight worth elaborating Defined Why Flow is Easier upon. Our software makes it easy for Why Stock is Important writers and subject matter experts in a company to collaborate on high quality, Creating Stock Content timely and relevant blog content. Trending News Use Info Collaborate Ask Questions Use Insight Polish Publish and Seed Conclusion@Relaborate
    15. 15. Stock and Flow Overview To Try Relaborate: Defined Email: Michael@Relaborate.com Why Flow is Easier www.relaborate.com Why Stock is Important To Learn More: Creating Stock Content www.relaborate.com/blog Trending News www.facebook.ocm/relaborate Use Info Collaborate www.slideshare.net/relaborate Ask Questions Tweet @Relaborate Use Insight Polish Publish and Seed Thanks for your time! Conclusion@Relaborate

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