Blogging for Business
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Blogging for Business Building the Content Engine for Your Company by @marcusnelson
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Transcript of Blogging for Business
Blogging for BusinessBuilding the Content Engine for Your Company
by @marcusnelson
O hai.
@marcusnelsonDirector of Social MediaSalesforce.com
In this session, you'll learn how to:
1) Master the do’s and don'ts of corporate blogging
2) Create a team of enthusiastic bloggers
3) Make your corporate blog more social
4) Generate fun and creative content
5) Master pro tips: post length, keywords, media, etc.
6) Keep it interesting: Do NOT over-market your company
Before we begin...
Read this. Remember this. Tweet this.
If #Content is King,#Marketing is Queen,and your Blog is the Castle. #raganSocMed
Your blog should be the....
Single Voice of Authority
So...
http://hyperboleandahalf.blogspot.com/2010/06/this-is-why-ill-never-be-adult.html
Since implementing these principles...
blogs.salesforce.com traffic increased 473%
The do’s and don'ts of corporate blogging
Do
Ask your business teams lots of questions
1) What are you not doing now that you wish you were doing?
2) What messages do you wish customers & prospects knew about this division?
3) What value could be placed on insuring customers & prospects know this information?
4) Who will have ownership over the blog(s)?
Based on team feedback, create a blog hierarchy
Blog BlogCategory CategoryCategory CategoryCategory CategoryBlog Category
PRODUCT BLOGS
COMMUNITY STRATEGY & INDUSTRY
Blog
COMPANY
Category CategoryCategory Category Category Category Category
Blog.salesforce.com/product is our primary blog. It’s easier to maintain one big blog then many ghost towns. If a product gets big enough to have it’s own blog we’ll write a daily or weekly digest highlighting posts that appeared across the blog network.
Thought leadership content designed to extend beyond Salesforce customers
Happenings, heros, and events from around the salesforce.com community
Create Executive buy-in for the Blog
1) Create a vision for your executives:• Vision for the blog(s)• Values for making the investment• Methods by which you will execute the plan• Obstacles you anticipate encountering• Metrics by which you will measure success
2) Put a Content Calendar in place and make it someone’s job to enforce it -- a copy editor wouldn’t hurt either
Have clear, achievable & agreeable metrics
Video Views Subscribers Posts & Comments
Engagement Coverage Sentiment Share of
Conversation
Define what success looks like
Search
Soda
CRM
What Does Share of Conversation Mean?
The degree to which a brand is associated with the problem or need it is setting out to help with
Our Success Metrics
Share of Voice
# of MVPs
Awards Won
Engagement Coverage
Video Views
Subscribers
Posts & Comments
Facebook Engagement
Score
Sentiment
# of Employees Trained
# of Influencers Engaged
Audit Score
Downloads
Attendees
Quality of Engagement
Share of Conversation
Consider how this translates into what you do
Website Campaigns Content Creation
Influencer Army Sales EnablementEvents
Don’t
Do not...
1) Fight to have a blog. Have valuable reasons, use metrics, reference competitors, and use common sense.
2) Blog for blogging’s sake. Blogging is creating content for your social endeavors to spark sharing & conversations.
3) Get started before you have buy-in from everyone involved. You’ll cause more friction for yourself later if you are not patient.
Oh, and don’t just blog about your company stuff
Remember80/20 Rule:
80% about tips, tricks, and helpful or entertaining info - use only 20% to talk about
your products
Don’t IGNORE reader comments
You started the conversation, don’t leave it.
Create a team of enthusiastic bloggers
VideoOnce a Quarter
V
EmailTwo Touch Rule
BlogsEvery Two Weeks**
B
FacebookEvery Two Weeks
F
TwitterDaily or Hourly
T
EngagingDaily or Hourly
E
WebsitePersistent
W ENE
Set achievable expectations for publishing schedule
Could be more often, especially if we can get PMs engaged
Could also be eBooks, good infographics, or Facebook apps
Command Center will help, but we need subject matter experts
Cadence based on a focus on great content & channel conflict
3CreateContent and add to Content Calendar
1Publisher Reviews, Flips It to Editorial Review2
Editor Reviews, Flips It to Ready to Publish
On Publish Date, Publisher Flips the Content Live4
Week Later, Content is Reviewed to Measure Success
5Notes are Available in the App and Ratings Appear on Dashboards
6
Put a process around how content gets published
Purchase or create tracking apps & dashboards The Content Calendar Social Media Dashboards
Message your success to Executives & Coworkers
Make your corporate blog more social
Make it easy...
to share
see who wrote the article
to follow
oh, and lots of photos helps :)
Embed all of your media into the blog
Dreamforce Announcement on Blog
InfographicsPhotos
Presentations
Videos
eBooks
Post via social everything that hits your blog
Dreamforce Announcement on Blog
Dreamforce Announcement on Blog
Example of our digital marketing from Dreamforce
Facebook Ads
Tweets
Email Drops
Website
Website IntegrationSubscribing
Sharing
EmbeddingYouTube
Slideshare
Blog Feed
Twitter Feed
LinkedIn Recommendations
Facebook Widget
Generate fun and creative content
Example: Operation Guillaume
http://www.thinkgeek.com/blog/2010/01/operation-guillaume-vote-for-m.html
Example: Kissmetrics creates infographic catalogue
http://blog.kissmetrics.com/infographics/
Example: Get Satisfaction’s “Love Your Customer Awards”
http://blog.getsatisfaction.com/2012/02/14/2012-love-your-customers-awards/
Pro tips: post length, keywords, media, etc.
Pick a platform
Keep it brief
Keep posts less than 500 words.Most people have a short attention sp...
Seriously
Craft a great title
1) Write titles that coerce readers to investigate(think how Cosmopolitan titles articles on there cover)
2) Ask a question, suggest lack, or invoke controversy
a. Little Known Ways to Hack Google’s Gmail
b. Blog Like an A-Lister
c. What Everybody Ought to Know About Writing Great Headlines
3) Title should be short and sweet, easy to digest.
Recommended read: http://www.blogussion.com/content-management/better-blog-titles/
List 25 SEO keywords for each blog
Instruct writers how to sprinkle
keywords in
Keep it interesting: Do NOT over-market your company
Content Grid
http://blog.eloqua.com/the-content-grid-v2/
eBooks and Infographics
Example: 42k Views, 155 Favs, 104 Embeds, 357 Likes...
Product demo videos
16,000 video views a day =
a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaks
Assumptions
Hyper-efficient Reps97
Success of video
At the end of the day...
One more thing...
1) Reinforces shared views & social bonds.
2) Need to proselytize or desire to connect.
3) Calm themselves or reduce uncertainty.
4) Emotional, positive, interesting, anger-inducing, or sad most likely to be shared.
5) Bolsters own sense of self.
source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
Let’s talk about why people share
At the end of the day...
Broadcasting is self-focused
So content is still king
You have to start with amazing content.
In other words...
“Create content that makes your fans look like rock stars!”
