This document discusses blogging in the context of business-to-business (B2B) journalism. It provides background on the author and their company, which publishes many trade magazines. It defines what B2B journalism is and discusses how blogging fits within that space. The author discusses why blogging is important, what makes a good blog, and different types of blogs including beat blogging, expert blogging, and group blogging. It also touches on using social media and emerging challenges for digital journalism.
3. Who Am I?
• Head of Blogging for RBI
• 13 years of B2B journalism
• Before that student mags, school mags
• Started first magazine when I was 7
4. And…
• Started first blog in 2001 (on Livejournal)
• One Man & His Blog: 2003
• Now running 5 blogs on a range of subjects
• Only one of those is “paid”
5. What is RBI?
• UK’s largest B2B publisher
• Publishes around 50 magazines
• Titles include New Scientist, Farmers
Weekly, Estates Gazette & Flight
International
• And down in the “Have I Got News For
You” pile: Poultry World, Utility Week etc
6. What is B2B?
• Trade Magazines
• Providing information & services for
profession communities
• Profitable, but unglamorous end of
magazines
7. Community
“We do not create
communities.
We merely provide services for
communities that already exist”
8. Show Me The Money
National Newspapers
B2B Magazines
Consumer Magazines
Local Newspapers
46. Why?
To link your site with the
wider internet conversation
47. In 3 years
• Over 120 blogs
• 4 sites run entirely using blog software
• On some sites the majority of editorial
traffic is on the blogs
• Rapid growth in traffic and commenting
• Some blogs gettings 500,000 page
impressions a month
48. What Works?
• Find a niche
• Find an enthusiastic blogger
• Post regularly
• Provide a range of content
49.
50.
51.
52.
53. A good blogger is…
• Inquisitive
• Communicative
• Honest
• Enthusiastic
• Social
• Informed
54. Beat Blogging
• The reporters notebook in public
• Links, pics, video and stories from their
beat
• Break news here, then link to the
traditional news story
• “home page” for that topic
55.
56. The Expert Blog
• Deep coverage for enthusiasts
• Requires an extensive depth of knowledge
• Greater percentage of generated content,
rather than linking
• Perfect for pissed old hacks
57.
58. The Group Blog
• Covers a wide range of topics
• Needs a large volume of posts
• Posts need to be really, really good
• Very hard to make work
• Works brilliantly when it does
59.
60. Some Context
• Forums (ours and others)
• Social Media Outreach
• Twitter
• Watching and learning
61.
62. The Big Scary Bit
• Team restructuring
• Cost rebalancing (you’re sacked)
• Training
• Recruitment (where’s your blog?)
• Some titles may not survive
63.
64. Digital Journalism
• Your laptop is your desk
• Get out there and report
• Use your judgement on the right medium
• Develop stories, don’t finish them
• Continue to talk to your readers all the
time
65. Adam Tinworth
adam.tinworth@rbi.co.uk
One Man & His Blog
http://www.onemanandhisblog.com
Twitter: adders
AIM: journoadam
and many others...