Creating a Corporate Blog That Attracts Visitors

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This presentation explains how to create a corporate blog that will keep readers coming back for more. As Jeremy Wright once said, "an engaging blog is one of the best things in the world that you can do for your business."

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Creating a Corporate Blog That Attracts Visitors

  1. 1. Creating a Corporate Blog That Attracts Visitors Presented by Ralph Miller
  2. 2. <ul><li>A bad blog is worse than no blog… </li></ul><ul><li>A dead blog is worse than no blog… </li></ul><ul><li>But an engaging blog is one of the best things in the world that you can do for your business. </li></ul><ul><li>~Jeremy Wright </li></ul>
  3. 3. Is Your Company Ready for a Blog? <ul><li>Investment of time and money </li></ul><ul><ul><li>Custom design </li></ul></ul><ul><ul><li>Generating ideas for content </li></ul></ul><ul><ul><li>Writing and managing content </li></ul></ul><ul><ul><li>Commenting on other blogs </li></ul></ul><ul><ul><li>Moderation </li></ul></ul><ul><li>What makes sense to do yourself? </li></ul><ul><li>What makes sense to outsource? </li></ul>
  4. 4. Why a Corporate Blog? <ul><li>The original social media </li></ul><ul><li>24% of our page views come from our blog posts (~2,000 per month) </li></ul><ul><li>We make 2 new posts per week </li></ul><ul><li>Gives us a vehicle to post new link worthy content </li></ul><ul><li>Keeps the search engines coming back </li></ul>
  5. 5. Blog Setup and Branding <ul><li>On your current URL </li></ul><ul><li>Self-hosted </li></ul><ul><li>Matches current website design – seamless transition </li></ul><ul><li>Blogging software choices </li></ul><ul><ul><li>Lots of open source choices, </li></ul></ul><ul><ul><li>Depends on current website, your programming ability and the programming language – PHP, MySQL, Ruby on Rails </li></ul></ul>
  6. 6. Self-hosted Blogging Platforms <ul><li>WordPress - http://wordpress.org/ </li></ul><ul><ul><li>Large user base and support community </li></ul></ul><ul><ul><li>Lots of plugins that extend functionality </li></ul></ul><ul><ul><li>SEO friendly </li></ul></ul><ul><li>TypePad - http://www.typepad.com/ </li></ul><ul><li>B2evolution - http://b2evolution.net/ </li></ul><ul><li>Joomla - http://www.joomla.org/ </li></ul><ul><li>MovableType - http://movabletype.com/ </li></ul><ul><li>Typo - http://wiki.github.com/fdv/typo/ </li></ul>
  7. 7. Writing Posts for Your Blog <ul><li>Who will post? </li></ul><ul><ul><li>Single voice versus multiple bloggers </li></ul></ul><ul><ul><li>If it’s a large business with multiple areas, think experts </li></ul></ul><ul><ul><li>CEO, owner? </li></ul></ul><ul><li>How often will they post? </li></ul><ul><ul><li>Dell posts 2x a day </li></ul></ul><ul><ul><li>We post 2x/week </li></ul></ul><ul><ul><li>What’s doable for you and your business? Whatever you choose, make it consistent </li></ul></ul><ul><li>What will they post </li></ul><ul><ul><li>Relevant, but non-promotional </li></ul></ul><ul><ul><li>News, don’t just report it, make it </li></ul></ul><ul><ul><li>Link out – share the love and talk about other things </li></ul></ul>
  8. 8. Posts (continued) <ul><li>What not to post </li></ul><ul><ul><li>Only self promotional items </li></ul></ul><ul><ul><li>White papers </li></ul></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Too much personal information </li></ul></ul><ul><ul><li>Don’t keyword cannibalize </li></ul></ul><ul><ul><ul><li>Keep commercial keywords on your website </li></ul></ul></ul><ul><ul><ul><li>Target non-commercial keywords and phrases </li></ul></ul></ul><ul><ul><ul><li>Link to your commercial pages from your blog </li></ul></ul></ul>
  9. 9. Editing <ul><li>Will you edit? </li></ul><ul><li>If yes, who will edit? </li></ul><ul><li>Who will publish? </li></ul><ul><ul><li>Keep in mind training time here for special formatting, keywords, SEO etc. </li></ul></ul>
  10. 10. Ideas for Content <ul><li>Upcoming events, webinars, seminars </li></ul><ul><li>Product or service releases </li></ul><ul><li>Industry news </li></ul><ul><li>Other related products, services, and businesses in your industry </li></ul><ul><li>Studies you produce, insights you have, educational information </li></ul><ul><li>Lists </li></ul>
  11. 11. Participating in the Blogosphere <ul><li>Keep an ear on the conversation </li></ul><ul><ul><li>Google Alerts – http://www.google.com/alerts </li></ul></ul><ul><ul><li>Technorati - http://technorati.com/ </li></ul></ul><ul><ul><li>BackType - http://www.backtype.com/ </li></ul></ul><ul><li>Comment on relevant articles </li></ul><ul><ul><li>Use your name or business name </li></ul></ul><ul><ul><li>Get a gravatar -http://en.gravatar.com/ </li></ul></ul><ul><ul><li>Don’t self-promote, just comment </li></ul></ul>
  12. 12. Comment and Moderation Policy <ul><li>Develop a comment and moderation policy early on, before you have issues </li></ul><ul><li>Allow both positive and negative comments? </li></ul><ul><li>Most corporate blogs don’t tolerate SPAM or offensive language </li></ul><ul><li>Other considerations – </li></ul><ul><ul><li>Follow, nofollow comments </li></ul></ul><ul><ul><li>Hold for moderation before publishing </li></ul></ul><ul><ul><li>Use SPAM filter like Akismet </li></ul></ul>
  13. 13. Why Social Media? <ul><li>12% of our visitors come from social sites (~500 per month and growing) </li></ul><ul><li>More than double what we get from PPC </li></ul><ul><li>Helps with organic rankings & branding </li></ul><ul><li>Keeps the search engines coming back </li></ul>
  14. 14. Social Media Distribution <ul><li>Twitter Tools for WordPress- http://wordpress.org/extend/plugins/twitter-tools/ </li></ul><ul><li>HootSuite RSS/Atom Feed Tool </li></ul><ul><li>FaceBook Social RSS App - http://www.facebook.com/apps/application.php?id=23798139265 </li></ul><ul><li>YouTube for videos with embed on blog </li></ul><ul><li>DIGG, SPHINN, REDDIT – don’t submit yourself </li></ul><ul><li>Other social media sites… </li></ul>
  15. 15. How Blogs Build Links and Rankings <ul><li>Comments you leave on other blogs create a link back to your blog </li></ul><ul><li>Linking to other blogs often leaves a trackback on that page </li></ul><ul><li>Each trackback on a page of your blog is someone linking to your blog. </li></ul><ul><li>People naturally link to content that provides value </li></ul><ul><li>Each comment left on your blog is an indication to search engines how hot and important a page is </li></ul><ul><li>Opportunity for long tail rankings </li></ul>
  16. 16. Measuring Success <ul><li>ROI - hard to measure </li></ul><ul><li>Measure success by </li></ul><ul><ul><li># visitors </li></ul></ul><ul><ul><li># page views </li></ul></ul><ul><ul><li># of inbound links created - http://siteexplorer.search.yahoo.com/ </li></ul></ul><ul><ul><li># of comments </li></ul></ul><ul><ul><li># RSS subscribers </li></ul></ul><ul><ul><li># of RFIs coming off blog pages </li></ul></ul>
  17. 17. Corporate Blogging Blunders <ul><li>Not enough content, inconsistent content, impersonal content, content that’s too lengthy or technical </li></ul><ul><li>Not reaching out to other bloggers, participating in the blogosphere </li></ul><ul><li>No follow-up to comments/questions on the blog </li></ul><ul><li>Cannibalization of keywords </li></ul><ul><li>Lack of internal linking </li></ul><ul><li>Blog is on separate URL or doesn’t match design </li></ul><ul><li>No distribution through social media </li></ul>
  18. 18. Examples of Corporate Blogs Done Well <ul><li>Google - http://googleblog.blogspot.com/ </li></ul><ul><li>Dell- http://en.community.dell.com/blogs/direct2dell </li></ul><ul><li>Marriott - http://www.blogs.marriott.com/ </li></ul><ul><li>Southwest Airlines - http://www.blogsouthwest.com/blogsw </li></ul>
  19. 19. <ul><li>Questions? </li></ul>
  20. 20. Thank You! Our Contact Info: http://twitter.com/VerticalMeasure www.linkedin.com/company/VerticalMeasures www.facebook.com/verticalmeasures www.VerticalMeasures.com

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