Also available on the official Dell slideshare account, this is a presentation I created to communicate the editorial strategy for Dell's blog as I moved into the role of Chief Blogger in January 2014. It has been updated for 2017 to include the new Direct2DellEMC blog.

1. Blogging at Dell
and Dell EMC
A New Manifesto for a New Day
May 2017

2. 2 of 11
Direct2Dell launched in 2006
as one of the very first
corporate blogs; but, as our
company has transformed, it
was time the blog transformed,
as well. So we've re-launched it
with a new look.
At the same time, we took
some of its DNA, combined it
with the Dell4Enterprise, EMC
Pulse and EMC Reflections
blogs and created the totally
new Direct2DellEMC blog.

3. 3 of 11
3
The primary difference between
Direct2Dell and Direct2DellEMC is
the audience we seek to connect with
through each.
Direct2DellEMC is focused on
speaking with our business
customers in mid-sized organizations
or large enterprises.
Direct2Dell remains the place to
share stories about our corporate
initiatives, as well as our consumer
and small business solutions.

4. 4
As the primary voices of our
company, both Direct2Dell and
Direct2DellEMC should use
language that is straight-forward
and concise.
We love what we do and it shows.
We’re excited about what our
technology can help people
accomplish.
So each post should strive to
make an emotional connection
with readers by telling the stories
of those people.

5. 5
Both Direct2Dell and
Direct2DellEMC have three primary
categories of content:
• News (e.g. announcements such
as product launches)
• Features (e.g. story of how a
customer is using our
technology)
• Opinions (e.g. Dell or Dell EMC
point of view on a topic)
Secondary categories of Products,
Services & Solutions, as well as
topical blog tags provide for further
navigation.

6. 6
We encourage any employee to
contribute to Direct2Dell and
Direct2DellEMC because readers care
less about titles than they do hearing
from passionate subject matter
experts.
Guest posts are welcomed from
partners, customers, analysts and
other influencers with a connection to
Dell and Dell EMC.
All submissions must adhere to this
manifesto and go through editorial
review. (submit here)

7. 7
Imagery often captures a readers
attention before text and makes it
much more shareable via social
media.
It is a vital element of every
Direct2Dell and Direct2DellEMC
post.
Each post needs a 1000x500 pixel
photo that adheres to the guidelines
for the appropriate brand.
Video is also encouraged, as well as
other multimedia elements.

8. 8
Direct2Dell and Direct2DellEMC
provide original content our readers
can’t get anywhere else.
Amplification and cross-linking is
encouraged, but should be done
appropriately.
When cross-promoting on platforms
such as LinkedIn, Medium or
Facebook, authors should create a
preface, share the first few
introductory paragraphs, and then
link back to our corporate blogs for
the full post.

9. 9
Both Direct2Dell and Direct2DellEMC
follow The Associated Press
Stylebook.
Headlines should be less than 100
characters, or about six words. (more)
There is no set word count – make
posts as long as they need to be, but
no longer. Meaning worry less about
length and more about substance.
Direct2Dell submissions should reflect
the Dell voice, and Direct2DellEMC
presents content in the Dell EMC
voice.

10. 10
Original, high-quality content readers will
find useful is the key to search engine
optimization.
In addition to linking to Dell.com and
DellEMC.com for further reference,
include high-quality outbound links to
blogs and other web sites.
Think about questions our readers might
be asking when they search for your
topic and then write the answer.
Ultimately, ask yourself if you would read
it if you didn’t work for Dell.

11. 11
Direct2Dell and Direct2DellEMC seek
to publish new content every week
day.
The more we consolidate our blog
content the easier it will be for our
readers to find what they seek, as well
as discover new ways our technology
can help them reach their goals.
In a 2015 study about blogging
frequency, companies that published
16+ blog posts per month got nearly
3.5X more traffic than companies that
published 0-4 posts per month.

12. Facts and figures are forgotten –
stories are remembered and
retold/shared.