Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ghost in the Blog: Putting Words in the Mouths of Experts

186 views

Published on

How do you work with a variety of subject matter experts to manage a business blog that your name will never appear on? How do you show passion for a technical subject that you know only a little about? And how do you make all of it compelling for readers while benefiting the company’s larger objectives?

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Ghost in the Blog: Putting Words in the Mouths of Experts

  1. 1. Ghost in the Blog Putting Words in the Mouths of Experts @brockray | #MNBlogCon
  2. 2. I’m not an engineer… @brockray | #MNBlogCon
  3. 3. @brockray | #MNBlogCon
  4. 4. Writing for a Brand • Complicated • Confusing • Boring @brockray | #MNBlogCon
  5. 5. How to Write about Things You Don’t Understand (Yet) @brockray | #MNBlogCon
  6. 6. A word about SMEs @brockray | #MNBlogCon Before we begin…
  7. 7. 1. Research A Blogger’s Best Friend @brockray | #MNBlogCon
  8. 8. Where to Begin? • What’s new and exciting in the industry? • What are the biggest challenges facing the industry? • Why does this matter? • What happens without this? @brockray | #MNBlogCon
  9. 9. Can you explain it to me in layman’s terms? @brockray | #MNBlogCon
  10. 10. There are no dumb questions @brockray | #MNBlogCon
  11. 11. Don’t nod your head when you don’t understand @brockray | #MNBlogCon
  12. 12. 2. Find an Angle The Heart of the Story @brockray | #MNBlogCon
  13. 13. Ask “Why?” five times @brockray | #MNBlogCon
  14. 14. Inspire, but don’t suggest @brockray | #MNBlogCon
  15. 15. Dig deeper! • What surprises you about this area? • What are the unanswered questions? • Why now? • What does everyone else get wrong about this area? • Supporting data or examples? @brockray | #MNBlogCon
  16. 16. 3. Advocate for the Audience @brockray | #MNBlogCon You’re Here for Them
  17. 17. Don’t assume things about your audience @brockray | #MNBlogCon
  18. 18. @brockray | #MNBlogCon
  19. 19. How would you explain this to a friend? @brockray | #MNBlogCon
  20. 20. Push back when needed @brockray | #MNBlogCon
  21. 21. 4. Connect the Dots Explain How It Really Works @brockray | #MNBlogCon
  22. 22. Your job is to tell stories @brockray | #MNBlogCon
  23. 23. We are wired for causality @brockray | #MNBlogCon
  24. 24. 70% of buying decisions are based on emotion @brockray | #MNBlogCon
  25. 25. Help them feel confident with logic and data @brockray | #MNBlogCon
  26. 26. Leverage “If-Then” @brockray | #MNBlogCon
  27. 27. “As a _____, I need to _____ so I can _____.” @brockray | #MNBlogCon
  28. 28. Not everything is a “brochure” @brockray | #MNBlogCon
  29. 29. Add clarity without removing nuance @brockray | #MNBlogCon Your Job:
  30. 30. 5. Use Their Voice Not Yours @brockray | #MNBlogCon
  31. 31. Check your ego at the door @brockray | #MNBlogCon
  32. 32. Signature Words or Phrases @brockray | #MNBlogCon
  33. 33. Questions? @brockray | #MNBlogCon
  34. 34. Thank You Brock Ray | @brockray @brockray | #MNBlogCon

×