Thursday, May 27, 2010

Corporate Blog Best Practices

Image Source

Earlier this week, a colleague asked for my thoughts on best practices for corporate blogs. This was for a service provider in the digital marketing space but I think these guidelines can be applied to any business:

• Post at least once a week. Blogs are supposed to be timely. Any less frequent posting will show you're not serious about the platform.

• Have multiple contributors but one voice. No-one wants to hear only from the CEO or only from the marketing director. We want to see the different personalities and viewpoints of the company. That said, we also don't want 100 different styles or writing, contradictory POV's, etc. Create a filter that all content must pass thru. For example, before posting, always stop and ask yourself, "Would I say this to a customer?" Or, always use "we" when referring to the company and never use "they" without specifying who "they" is.

• Create a schedule ahead of time so everyone knows when they are on the hook for content.

• Always keep 2 posts "in your pocket" for when scheduled contributors are delinquent.

• Pick topics that are a) relevant to your business b) relevant to SEO keywords you want to win for and c) controversial (to generate links).

• Don't just talk about yourself. Make it personal and show your personality but it shouldn't just be a less-formal version of a self-promotional corporate website. Comment on (and link to) topics of interest for other companies, even your competitors as appropriate. To be clear, it's ok (and encouraged) to post about the goings-on at your company but if every post is a pat on the back, your only readers will be employees and their friends/family.

• Along those lines, keep your audience in mind. It includes your clients, competitors, employees, potential employees, etc. Everything you write should be meaningful to all those constituencies. If you write in a tone that only appeals to one group, you risk alienating the others. For example, I never like to use the word "clients" because that means something different to a network vs. an agency vs. a marketer. Whenever referring to corporate marketers, I say "marketers."

• Don't write in a formal tone. But don't use too much slang. And certainly mind your grammar and spelling.

• Link wherever possible to other web pages related to your topic.

• Cross-link to your own older posts as relevant. Extend the shelf-lives of that archival material.

• Create categories to bucket content into and tag each post accordingly. This helps readers go deeper on certain topics of interest.

• Make it easy for others to link to your posts. Include social-bookmarking and sharing icons as well as FB "Like" buttons. RSS Feed is also a must for people who prefer to consume that way.

• Give people a reason to link to you. Write about things that others will find useful.

• Use images (and video) wherever possible. All text blogs are boring. Also, bullets and lists are helpful. No paragraph should be longer than 3-4 sentences. Quick, puchy reads are best.

• Make sure sensitive content is not posted (eg, client data, internal memos, etc.) without the proper permissions.

• Encourage feedback and comments. Blogs should be 2-way (or multi-way) dialogues. Don't censor comments. Take the good with the bad. It's part of building a community and a conversation.

• Promote your posts. You can't just post and expect people to read. Tweet links to new posts. Ask employees to email links to relevant parties. Include links in press releases, POV's, decks, newsletters, emails to customers, etc.

• Have fun with it! If your people enjoy contributing, it will come thru to readers and they'll have fun reading it!


paul said...

At Web design Canada we offer you the best web designs which are capable of captivating visitors by customized, functional and professional website interface at affordable price. SEO Canada, Calgary is the leading SEO Company in Search engine optimization Canada,Calgary, Web design Canada, and Graphic design Canada.Search Engine Optimization Canada

Shivam said...

Hii there
Nice blog
Guys you can visit here to know more
buy youtube subscribers and views

Unknown said...

Versions a realistic rather completely gratifying releasing undoubtedly. Very best calls for designed for talking about which completely gratifying releasing near to. weed online canada

Unknown said...

This informative article gives a quality and beneficial main features connected with this kind of difficulty. Many thanks with regards to discussing the concept in a legible and all to easy to recognize structure. Love with regards to discussing this kind of amazing facts. Fish Oil Singapore

Unknown said...

This is sometimes a amazing plus valuable, of which include virtually all facts additionally is known for a amazing impact within the new preferences know-how. Relation created for supplying which will Which Casinos

Unknown said...

This kind of publish gives served me personally undertake a different viewpoint. We have been studying this kind of material food automation

Unknown said...

This kind of write-up might actually be adequate to make a man or women learn exactly why brilliant place, plus I’m a number of anybody will unquestionably certainly enjoy this different gratifying difficulties. machining edmonton

Unknown said...

This type of handy document. Incredibly intriguing to learn to read this informative article. I would really like to be able to appreciate it for the efforts this is generated for publishing this specific awesome document. Cannabis business plan template Canada

Unknown said...

This website is very beneficial facts in my opinion and aid. cannabis business

Unknown said...

Totally amazing details! I’m in addition to that a professional in this particular trouble i have to file we can easily very easily study your overall. τελευταια νεα

Unknown said...

Useful recognize, this also event I can describe of which Mireielle miscalculation I really do imagine you should do. Many of us with the next door neighbours wound up getting getting ready to get a number of issue. Africa hemp CBD

Unknown said...

Very good document, When i savored evaluating people publish, outstanding reveal, I would really like to be able to twit this kind of to be able to our audience. Love!. weekly rentals on pompano beach fl

Unknown said...

Very good website beloved When i receive the a number of facts within this kind of website opinions. Get pleasure from ersus with regards to pleasant website this also furthermore web page. jual steel door

Unknown said...

We are considering all the stories are actually occur this audience in this particular internet site, a number of are generally obtaining to be effective proposed understand this document. fiberglass rebar suppliers

Unknown said...

We have been at the moment looking at an occupation alter this also furthermore publish served to ascertain another part of the sector. When i appreciate people document. Tiger Print Cloth Face Mask

Amit Gupta said...

Very well written blog found today how we can boost our website or blog by SEO Content Writing Services India at successful way.

Related Posts with Thumbnails