Blogging for BusinessBuilding the Content Engine for Your Companyby @marcusnelson
O hai.@marcusnelsonDirector of Social MediaSalesforce.com
In this session, youll learn how to:1) Master the do’s and donts of corporate blogging2) Create a team of enthusiastic bloggers3) Make your corporate blog more social4) Generate fun and creative content5) Master pro tips: post length, keywords, media, etc.6) Keep it interesting: Do NOT over-market your company
Ask your business teams lots of questions1) What are you not doing now that you wish you were doing?2) What messages do you wish customers & prospects knew about this division?3) What value could be placed on insuring customers & prospects know this information?4) Who will have ownership over the blog(s)?
Based on team feedback, create a blog hierarchy COMPANY COMMUNITY STRATEGY & INDUSTRY Category Category Category Category Category Category Category Blog Happenings, heros, and events from around the Thought leadership content designed to extend salesforce.com community beyond Salesforce customersPRODUCT BLOGS Category Category Category Blog Blog Blog Category Category Category Category Blog.salesforce.com/product is our primary blog. It’s easier to maintain one big blog then many ghost towns. If a product gets big enough to have it’s own blog we’ll write a daily or weekly digest highlighting posts that appeared across the blog network.
Create Executive buy-in for the Blog1) Create a vision for your executives: • Vision for the blog(s) • Values for making the investment • Methods by which you will execute the plan • Obstacles you anticipate encountering • Metrics by which you will measure success2) Put a Content Calendar in place and make it someone’s job to enforce it -- a copy editor wouldn’t hurt either
Have clear, achievable & agreeable metrics Video Views Subscribers Posts & Comments Engagement Share of Sentiment Coverage Conversation
Deﬁne what success looks like Search What Does Share of Conversation Mean? The degree to which a Soda brand is associated with the problem or need it is setting out to help with CRM
Our Success Metrics Subscribers # of MVPs Share of Voice Sentiment Awards Won Downloads Video Views # of Influencers Attendees Engaged Posts & Comments Engagement Quality of Coverage Engagement # of Employees Facebook Engagement Trained Score Audit Score Share of Conversation
Consider how this translates into what you do Website Campaigns Content Creation Inﬂuencer Army Events Sales Enablement
Do not...1) Fight to have a blog. Have valuable reasons, use metrics, reference competitors, and use common sense.2) Blog for blogging’s sake. Blogging is creating content for your social endeavors to spark sharing & conversations.3) Get started before you have buy-in from everyone involved. You’ll cause more friction for yourself later if you are not patient.
Oh, and don’t just blog about your company stuff Remember 80/20 Rule: 80% about tips, tricks, andhelpful or entertaining info - use only 20% to talk about your products
Don’t IGNORE reader comments You started the conversation, don’t leave it.
Set achievable expectations for publishing schedule Video Blogs Facebook Twitter Once a Quarter Every Two Weeks** Every Two Weeks Daily or Hourly V B F T Website Email Engaging Persistent Two Touch Rule Daily or Hourly W E N E Could also be eBooks, good infographics, or Facebook apps Cadence based on a focus on great content & channel conﬂict Could be more often, especially if we can get PMs engaged Command Center will help, but we need subject matter experts
Put a process around how content gets published CreateContent and add Publisher Reviews, Flips It Editor Reviews, Flips It to 1 2 3 to Content Calendar to Editorial Review Ready to Publish On Publish Date, Publisher Week Later, Content is Notes are Available in the 4 5 6 Flips the Content Live Reviewed to Measure App and Ratings Appear Success on Dashboards
Purchase or create tracking apps & dashboards The Content Calendar Social Media Dashboards
Message your success to Executives & Coworkers
Craft a great title 1) Write titles that coerce readers to investigate (think how Cosmopolitan titles articles on there cover) 2) Ask a question, suggest lack, or invoke controversy a. Little Known Ways to Hack Google’s Gmail b. Blog Like an A-Lister c. What Everybody Ought to Know About Writing Great Headlines 3) Title should be short and sweet, easy to digest. Recommended read: http://www.blogussion.com/content-management/better-blog-titles/
List 25 SEO keywords for each blogInstruct writers how to sprinkle keywords in
Keep it interesting:Do NOT over-market your company
Let’s talk about why people share 1) Reinforces shared views & social bonds. 2) Need to proselytize or desire to connect. 3) Calm themselves or reduce uncertainty. 4) Emotional, positive, interesting, anger- inducing, or sad most likely to be shared. 5) Bolsters own sense of self.source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
At the end of the day... Broadcasting is self-focused
So content is still king You have to start with amazing content.
In other words... “Create content that makes your fans look like rock stars!”