A guide to corporate blogging
16
Blogging workshop January 2012
description
A guide to corporate blogging, focusing on the best ways to generate a blog idea and title.
Transcript of A guide to corporate blogging
Blogging workshopJanuary 2012
Why blogging is important
• Brings in website traffic
• SEO
• Social media content
• Demonstrates and authority and passion
Who is the blog for?
• Clients
• Prospects
• Other people in the industry
Problems with blogging
• Generating ideas
• Time
• Pressure to say something profound/interesting
Generating ideas – the four topics
How to guides Your job
Industry news Reviews
Generating ideas – three step process
• Break down each topic into three steps
• In the next example, we look at how Phil, a Delineo copywriter, can write a blog on his role at the company.
• In each step, we look at the skills or techniques necessary for each particular element of his job.
Generating ideas: What does Phil do?
Write copy
Generate ideas
Goes to meetings
Works on branding
Generating ideas – step 2
Tone of voice
Write copy
Choosing the right
words
Staying focused
Getting inspiration
Working from a brief
Knowing your
audience
Generating ideas – Step 3 (generating a blog title)
• What
“What words sell more products”
• Where
“Where do you get inspiration for copywriting”
• Why
“Why you need to choose your words carefully when copywriting”
• When
“When to use the word ‘Brilliant’.
Apply the same process for industry news
Generating ideas – step 1
Car adverts
Autoglass advert
Crowd sourced content
Autoglass
Voiceovers
Female actors
20 seconds
Generating ideas – step 2
Accents
Voiceover
Appropriateness
Famous voiceovers
Your favourite
voiceovers
Formality
Gender
Generating ideas – Step 3
• What
“What adverts feature famous celebrity voiceovers?”
• Where
“Where to use a voiceover.”
• Why
“Why would I recommend using a celebrity voiceover to a client”
• When
“When celebrity voiceovers go wrong”
Time
• Set aside an hour
• Aim for 350-400 words
• Don’t overthink it
• Ask for an opinion
Structure
• Beginning, middle, end
Introduction to the post [argument introduction]
Supporting material
[facts, anecdotes]
Conclusions
Final thoughts
• Don’t be afraid of an opinion
• Don’t be afraid to ask someone else for their opinion
• Have fun
