Yehuda Berlinger gave a presentation on blogging strategies for companies. He discussed establishing authority and community through frequent, informative posts on blogs written by or about a company. Blogs can drive visitors and engagement while indirectly branding the company. Social media should be used to promote blogs and build an audience. Successful corporate blogs require clear objectives, passion, and patience.

1. A presentation by Yehuda
Berlinger to Kef International
December 29, 2010

2. Posting content online so that it can be
accessed chronologically

3.  Frequent, periodic, and sustained
 Informative, interesting, and exciting
 Controversial, yet professional
 Authoritative
 Exclusive
 Edited
 Networked
 Keywords
 Community building

4.  They Don’t
 Directly
• Advertising
• Affiliate sales
• Getting paid
 Indirectly
• Branding
• Acquiring business
• Creating a community

5. 1. Blog written to represent the company
2. Blog written within the company
3. Blog written about the company
4. Blog written by people in the company
We’re interested in 1 and 4.

6.  Drive visitors
 Engage visitors
 Establish authority
 Create a community
 Establish a brand

7.  Anything substantial for a long time
 Gain devoted followers
 Increase the number of people reading
your press releases
 Make people interested in your company
*
* unless your company is interested in them

8.  Facebook
 Twitter
 Email lists
 Forums
 Podcasts
 Videos
 Games
 Other exclusive content

9.  Educate
 Motivate
 Market
 Establish authority
 Drive visitors

10.  Find blogs
• Google / Blog Search / News Alerts
• Technorati
• Blog Catalog / Blog Hub
• Twitter
 Podcasts
• iTunes
• Podcast Alley
 RSS
• Browser / site button
• Google Reader
 Comment
• Be smart and be useful
• Link back

11.  Have specific objectives and time to devote
to them
 Pick a good niche
 Establish legal and corporate policies
 Have something to say, regularly
 Be passionate and professional about your
subject
 Learn about marketing, branding, and hooks
 Always help or interest your readers
 Have a voice and a style

12.  Be creative and personal, don’t be
corporate
 Link out
 Comment on other blogs or email the
authors
 Love feedback
 Track statistics (Google Analytics)
 Practice SEO
 Be patient
 Start with Wordpress.com or Blogger.com

13.  http://www.slideshare.net/jeffreylcohen/16-
best-practices-of-b2b-corporate-blogging
 http://mashable.com/2010/07/20/corporate
-blogging-tips/
 Blogs:
• http://techcrunch.com/
• http://politicalticker.blogs.cnn.com/
• http://lifehacker.com/
• http://sethgodin.typepad.com/
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