How to be a better corporate blogger

Futurity Media
Futurity Media

How to be responsive
a better
Our proposal for the
wilson-street.com social magazine
corporate blogger

Futurity Media Blogging Advice

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Futurity Media
Why should you blog?
Blogs were one of the first forms of user-generated content. They
Our proposal for the responsive
us a platform to share our ideas, bypassing traditional media.
Blogs are now widely adopted and read in the corporate world.
What can they do for you?
•Engage with peers, colleagues, clients & partners
•Develop networks of shared information & opinion
•Exponential reach to your industry views & expertise
•Create opportunities for speaking engagements, lecturing, guest
article writing and new business
•Position and promote yourself as an expert voice in your field


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What shouldFuturity Media
I blog about?
It’s really you choice about what you blog about but you may
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want to center it around topics that arefor the responsive
• Newsworthy, comment-worthy industry issues
• Topics that grab your interest and that you feel will interest
peers and your audience
• Content relevant to your current projects & working life


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Futurity Media
Where to begin
It can be hard to get started when you have a blank page in front
Our
of you, but it does get easier! proposal for the responsive
•Pick a subject or news item on which you want to comment
•Ask yourself why would people want to read your take on the
subject
•Source relevant news articles and evidence which back up your
views or create talking points
•Start drafting your blog entry


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Futurity
Parts of the process Media
Topics - Consider what topics intrigue you most and what
questions you find yourself asking most regularly about your
industry and work
Messages - Factor in current marketing and business development
initiatives – your blogs can add weight and momentum
Inspiration - Set up a bookmark folder or use a tool like Evernote
for blog-relevant news articles you come across
Share – Hangout at the water cooler, swap ideas with colleagues
and peers
Routine - Remember to make blogging regular. Consider it an
enjoyable part of your work schedule


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Keep it simple
You’re not writing a book – get the
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important the responsive
The inverse pyramid – don’t
Make it speed-readable. Split your
leave your most important
copy, use sub-headings, bold words
ideas until the end
and heads-up graphics
MOST IMPORTANT

LESS IMPORTANT
LEAST
IMPORTANT

Readers won’t always stay long – so
keep it concise
Maximize the reach using hyperlinks
to evidence and related articles or
proof points


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Tone of voice
First and foremost your blog must have your voice. This is not an
exercise in precise copywriting.
Conversational – engage your reader
Friendly – make it enjoyable to read
Informative – give the reader something to take away


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Keeping it focussed Media
Good examples of ways to keep your blog informative and
relevant include…
Localize it – “Here in Australia we have found that”, “The impact
of XYZ on the Australasian tech economy has been. . .”
Personalize it – “Foursquare seems to be really popular but I don’t
see what all the fuss is about”, “Everything seems to be about the
iPad right now but I’m not so sure”
Provide evidence – even if stating the obvious (e.g. “Smartphones
and tablets are everywhere) Link to Gartner report on mobile
device penetration etc.
Do your research – The right reading and preparation can
actually make the writing process pretty quick.


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Bad habits Futurity Media
Your blog will usually be proofread so kinks can always be
ironed out. But as a rule it’s alwaysfor the to avoid:
Our proposal good responsive

1. Bad spelling and poor grammar
2. Using too much overt sales language
3. Bad or broken links to proof points & news stories
4. Aggressive opinion – be informative, not angry
5. Bad formatting


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Exec bloggers with personality
What do execs write about? Their thoughts usual, with a little
Our
personality thrown in… proposal for the responsive
•Tony Hseih, CEO, ZAPPOS
http://blogs.zappos.com/blogs/ceo-and-coo-blog
•Tom Glocer, CEO, Thomson Reuters http://tomglocer.com/
•George Colony, CEO, Forrester
http://blogs.forrester.com/ceo_colony
•Kevin Roberts, CEO, Saatchi & Saatchi
http://krconnect.blogspot.co.uk/
•Penny Herscher, CEO, First Rain
http://pennyherscher.blogspot.co.uk/
•Mike Bracken, Executive Director, UK Government Digital
Service, http://mikebracken.com/ &
http://digital.cabinetoffice.gov.uk/

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Futurity Media
Workflow for executive blogging
Senior executives don’t always have time to write the
blog themselves. We can assist them write their blog
while while maintaining their tone-of-voice and ideas.
Kick off: Futurity & exec discuss topic ideas
Research: Futurity provides background research on these topics
Cogitate: Exec ruminates on the background research, mentally
constructs an argument
Interview: 30-60 mins meeting/call between Futurity & exec to tease
the story out
Write up: Futurity writes the blog post, carefully ensuring the exec’s
tone-of-voice & ideas shines through. Blogs must have personality
Review: Exec reviews blog post, editing it for style as well as
substance. It is vital for the exec to ownership of the blog


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Futurity
Example blog topics Media
Some quick and impactful ways to write an effective blog entry
can include:
1.My top 5 tips to. . .
2.Why I think that technology X is good/bad for the industry. . .
3.‘Live’ from an industry event – either as a presenter or as a
delegate


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Futurity Media
About Futurity
We help technology companies improve their
communications.
We work across social media, digital design,
editorial, marketing communications and
event organisation.
Our reputation is based on creating
exceptionally high-quality content and
working with talented people.
It is our belief that great content matters.
Founded in 2002, we are headquartered in
London, UK with an office in the Asia-Pacific.
Our writers & consultants span the globe.


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Thank you Futurity Media
For any questions or comments about our

infographic production process, please get in
touch.
Futurity Media Ltd
35 Britannia Row
London N1 8QH
+44 (0) 207 354 0700
www.futuritymedia.com
info@futuritymedia.com


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How to be a better corporate blogger

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