Corporate BloggingSebastiano Mereu

@sebinomics

Based on the book ProBlogger by Darren Rowse and Chris Garrett

unless noted differently

What is a blog?“A blog is a frequently updated online personal journal or diary.” – Kenneth Byrd

“…the first journalistic model that actually harnesses rather than merely exploits the true democratic nature of the web. It’s a new medium finally finding a unique voice.” – Andrew Sullivan

“[a] collection of posts…short, informal, sometimes controversial, and sometimes deeply personal…with the freshest information at the top.” – Meg Hourihan

Sources: blogbasics.com, squarespace.com

Examples of common blogs

footballmarketing.tv sallysbakingaddiction.com

What is a corporate blog?“[…] the practice of creating content that addresses industry updates, expert tips or best practices and company news from the perspective of a brand. It is used by businesses of all sizes as a means of content marketing.” – brafton.com

“[…] utilized to promote products, services or expertise in an area that the company specializes in. A corporate blog can also be used to drive public relations, and communicate effectively with employees or shareholders.” – corporatebloggingtips.com

Sources: brafton.com, corporatebloggingtips.com, squarespace.com

Examples of corporate blogs

Sources: zappos.com, abb-conversations.com, coca-colacompany.com, 1912pike.com

What makes blogs different?

Contentis

King

!

Syndicated content in form of a

feed

Dialogue and

community feel

"

Added benefits

Image sources: nationalgeographic.com, evenesis.com, blurbpoint.com, ingenuityuk.com

Fame Traffic

SalesContacts

Added benefitsexamples

“With a blog, we would be talking with people who are

not coming to us with a problem but are still interested

in hearing from us.” – Bob Pearson, Dell VP Corp Comms

Sources: zappos.com, ambitions.com, Groundswell (book), blog.homedepot.com

Fame Traffic

SalesContacts

10 reasons why niche blogs are successful

1. Loyal readers 2. Community 3. Specialist authors 4. Brand, credibility, and profile 5. Contextual advertising 6. Direct advertising sales 7. Search engine optimisation 8. More posts 9. Leverage to expand into neighbouring niches 10. Higher conversion

Source: brandcontentcorner.com

«Writing tips for bloggers»

Scannable content

Writing tips for bloggers

Source: abb-conversations.com

1. Lists2. Formatting 3. Headings 4. Media 5. Borders 6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

Writing tips for bloggers

Source: http://blog.hubspot.com

1. Lists 2. Formatting3. Headings 4. Media 5. Borders 6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

Writing tips for bloggers

Source: contentmarketinginstitute.com

1. Lists 2. Formatting3. Headings 4. Media 5. Borders 6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

Writing tips for bloggers

Source: http://blog.hubspot.com

1. Lists 2. Formatting 3. Headings4. Media 5. Borders 6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

Writing tips for bloggers

Source: http://blog.homedepot.com

1. Lists 2. Formatting 3. Headings 4. Media5. Borders 6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

Embedded pictures

Writing tips for bloggers

Source: adweek.com

1. Lists 2. Formatting 3. Headings 4. Media5. Borders 6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

Embedded video

Writing tips for bloggers

Source: newsweek.com

1. Lists 2. Formatting 3. Headings 4. Media5. Borders 6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

Video

Writing tips for bloggers

Source: mashable.com

1. Lists 2. Formatting 3. Headings 4. Media5. Borders 6. Spaces 7. Short

paragraphs 8. To the point

Scannable content Embedded tweet

Writing tips for bloggers

Source: http://blog.homedepot.com

1. Lists 2. Formatting 3. Headings 4. Media 5. Borders6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

Writing tips for bloggers

Source: contentmarketinginstitute.com

1. Lists 2. Formatting 3. Headings 4. Media 5. Borders6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

Writing tips for bloggers

Source: mashable.com

1. Lists 2. Formatting 3. Headings 4. Media 5. Borders 6. Spaces7. Short

paragraphs8. To the point

Scannable content

Writing tips for bloggers

Source: coca-colacompany.com

1. Lists 2. Formatting 3. Headings 4. Media 5. Borders 6. Spaces 7. Short

paragraphs 8. To the point

Scannable content

«Types of blog posts»

Source: pinimg.com

Types of blog posts

Source: cio.com, 1912pike.com

Instructional Instructional

Types of blog posts

Source: mibellegroup.com, walmart.com

InformationalInformational

Types of blog posts

Source: engadget.com, walmart.com, ge.com

ListReview

List

Types of blog posts

Source: gereports.com, briansolis.com

Video-interviewInterview

Types of blog posts

Source: hoteliermagazine.com, 1912pike.com

Profile Profile

Types of blog posts

Source: optimizely.com, fortune.com

Case study

Case study

Types of blog posts

Instructional Informational Reviews Lists Interviews Case studies Profiles

Overview:Link posts Problem posts Comparison posts Rants Inspirational Research

10 steps to writing a successful series on your blog

Source: netdna-ssl.com

10 steps to writing a successful series on your blog

1. Identify a topic 2. Write a list 3. Set targets 4. Set up draft posts 5. Pick a series title 6. Announce the series 7. Write an introduction to the series 8. Write a post per day/week/[frequency] 9. Interlink your posts 10. Finish your series well –> Have a definite end!

10 steps to writing a successful series on your blog

Source: problogger.net

example

Build an interactive blog by encouraging comments

Source: lifehacker.com

1. Invite comments2. Ask questions3. Be open-ended 4. Interact 5. Be humble 6. Be controversial 7. Reward

comments 8. Establish

boundaries 9. Shape your

blog’s culture

Build an interactive blog by encouraging comments

Source: sallysbakingaddiction.com

1. Invite comments 2. Ask questions 3. Be open-ended4. Interact 5. Be humble 6. Be controversial 7. Reward

comments 8. Establish

boundaries 9. Shape your

blog’s culture

Build an interactive blog by encouraging comments

Source: sallysbakingaddiction.com

1. Invite comments 2. Ask questions 3. Be open-ended4. Interact 5. Be humble 6. Be controversial 7. Reward

comments 8. Establish

boundaries 9. Shape your

blog’s culture

Build an interactive blog by encouraging comments

Source: footballmarketing.tv

1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact5. Be humble 6. Be controversial 7. Reward

comments 8. Establish

boundaries 9. Shape your

blog’s culture

We mention Li & Bernoff

We mention SBI Barcelona

Build an interactive blog by encouraging comments

Source: twitter.com/sbi_barcelona

1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact5. Be humble 6. Be controversial 7. Reward

comments 8. Establish

boundaries 9. Shape your

blog’s culture

Build an interactive blog by encouraging comments

Source: http://yourquestions.mcdonalds.ca

1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact5. Be humble6. Be controversial 7. Reward

comments 8. Establish

boundaries 9. Shape your

blog’s culture

Not a blog but good example of interaction and

showing that the company cares

about their stakeholders

Build an interactive blog by encouraging comments

Source: socialmediaexaminer.com

1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact 5. Be humble 6. Be controversial7. Reward

comments 8. Establish

boundaries 9. Shape your

blog’s culture

Build an interactive blog by encouraging comments

Source: twitter.com/sbi_barcelona

1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact 5. Be humble 6. Be controversial 7. Reward

comments8. Establish

boundaries 9. Shape your

blog’s culture

Build an interactive blog by encouraging comments

Source: keepcalm-o-matic.co.uk

1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact 5. Be humble 6. Be controversial 7. Reward

comments 8. Establish

boundaries9. Shape your

blog’s culture

Build an interactive blog by encouraging comments

Source: keepcalm-o-matic.co.uk

1. Invite comments 2. Ask questions 3. Be open-ended 4. Interact 5. Be humble 6. Be controversial 7. Reward

comments 8. Establish

boundaries 9. Shape your

blog’s culture

Recap

1. What’s a blog? What’s a corporate blog? 2. Difference between a blog and a website 3. Added benefits 4. 10 reasons why niche blogs are successful 5. Writing tips for bloggers: Scannable content 6. Types of blog posts 7. 10 steps to writing a successful series 8. Build an interactive blog by encouraging

comments