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Online Marketing - How to Use Corporate Blogging Effectively


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Explains the Why and How of Corporate Blogging, including boosting communications, public relations, and the effects of your online marketing and branding efforts.

Published in: Business, Technology
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Online Marketing - How to Use Corporate Blogging Effectively

  1. 1. <ul><li>The How & Why of Corporate Blogging </li></ul><ul><li> </li></ul>
  2. 2. <ul><li>blogs are simply web pages – personal or corporate </li></ul><ul><li>written from the point of view of the author </li></ul><ul><li>updated frequently, using an informal tone </li></ul><ul><li>on-going posts of commentary, events, or news </li></ul><ul><li>typically focused on a particular subject </li></ul><ul><li>can include text, images, videos, links to other blogs and web pages </li></ul>
  3. 3. <ul><li>used internally to enhance communications and reinforce the culture within the organization </li></ul><ul><ul><ul><ul><ul><li>or </li></ul></ul></ul></ul></ul><ul><li>externally for marketing, branding and/or public relations purposes </li></ul>
  4. 4. <ul><li>easy to publish website </li></ul><ul><li>tells a real story or asks questions to get other readers’ involved in a “conversation” </li></ul><ul><li>an open channel for two way conversations </li></ul><ul><li>corporations can be their own “PR agency” </li></ul><ul><li>a form of electronic word of mouth/viral marketing </li></ul>
  5. 5. <ul><li>as of 2008, just 61 companies (12.2%) </li></ul><ul><li>GM, Boeing, Sun Microsystems, Google, EDS, HP, Coca Cola and more </li></ul><ul><li>best blogs are authored by one or more high-profile executives </li></ul><ul><li>expected increase in B2B usage across all industries in the coming years </li></ul>
  6. 6. <ul><li>online searches are driving business results </li></ul><ul><li>if you want to be found and want to “pre-sell” your capabilities </li></ul><ul><li>to join the conversation and become known as the “expert” in your field </li></ul><ul><li>be an active participant in the next-generation websites </li></ul>
  7. 7. <ul><ul><li>impacts your visibility with customers and prospective customers </li></ul></ul><ul><li>scale, speed, and impact beats traditional marketing techniques </li></ul><ul><li>updated frequently to ensure higher rankings in search engine results (seo) </li></ul>
  8. 8. <ul><li>a blog is a communications channel </li></ul><ul><li>it’s not about making a quick sale </li></ul><ul><li>it’s about building awareness and credibility </li></ul><ul><li>goal should be to build authentic and deeper relationships - electronically </li></ul>
  9. 9. <ul><li>less time than it takes to: </li></ul><ul><ul><li>write a proposal </li></ul></ul><ul><ul><li>write a presentation </li></ul></ul><ul><ul><li>drive to the airport </li></ul></ul><ul><li>about as much time as it takes to write an email to your clients </li></ul>
  10. 10. <ul><li>savvy bloggers read other blogs </li></ul><ul><li>it’s not a replacement for other forms of marketing or communications </li></ul><ul><li>it’s a new way to narrow the gap between you and your customers/prospects </li></ul><ul><li>it’s not difficult to do </li></ul>
  11. 11. <ul><li>the subjects and subtopics are endless: </li></ul><ul><li>new products and services </li></ul><ul><li>summaries / reviews of books or articles </li></ul><ul><li>live reports from events – “on the spot reporting” </li></ul><ul><li>share useful tools and checklists </li></ul><ul><li>share research findings, survey results </li></ul>
  12. 12. <ul><li>step 1: log into your company’s blog site/editor </li></ul><ul><li>step 2: upon logging in see the “dashboard” and click on “write” </li></ul><ul><li>step 3: enter a title for your post in the “title” box </li></ul><ul><li>step 4: in the “post” section, type your message </li></ul><ul><li>step 5: select the appropriate “tags” (more on this shortly) </li></ul>
  13. 13. <ul><li>step 6: from the drop down menu select the “category” of your post (e.g., strategy, branding, marketing, etc.) </li></ul><ul><li>step 7: in the “excerpt” box enter a one to three sentence summary of the content of your post </li></ul><ul><li>step 8: see “publish status” to the right and select from: </li></ul><ul><ul><li>published – only select after proofing </li></ul></ul><ul><ul><li>unpublished – will save the post without publishing </li></ul></ul><ul><ul><li>pending review – saves the post for review before publishing </li></ul></ul><ul><li>step 9: select “publish” when ready </li></ul>
  14. 14. <ul><li>tags add personal semantic hierarchy to help you get noticed/read </li></ul><ul><li>to view existing tags simply click “display click tags” (this assumes you have created a list of words that you would want to be searched by) </li></ul><ul><li>note a full listing of all active tags within the blog </li></ul><ul><li>try to find 3 to 5 tags that match your post’ content and simply click on the tag or type in the box provided </li></ul><ul><li>want more…click on the Yahoo link for more options </li></ul>
  15. 15. <ul><li>blogging software: hosted </li></ul><ul><ul><li>get started by visiting or, etc. and sign up for an account </li></ul></ul><ul><ul><li>name your blog </li></ul></ul><ul><ul><li>choose a template </li></ul></ul><ul><ul><li>no technical expertise or programming needed </li></ul></ul>
  16. 16. <ul><li>blogging software: in-house </li></ul><ul><ul><li>“ enterprise” blogging platform = software that is tied into the organization’s intranet </li></ul></ul><ul><ul><li>use for managing content look and feel (works just like a word processor) </li></ul></ul><ul><ul><li>use existing blogging platform that is right for you – no need to have IT dept. build a new one </li></ul></ul>
  17. 17. <ul><li>RSS allows you to focus your search and monitor web materials/posts </li></ul><ul><li>enables you to request only the information that is pertinent to you </li></ul><ul><li>considered the single most important accessory to a blog </li></ul><ul><li>reader can “subscribe” to your blog which helps draw them back to you on an ongoing basis </li></ul><ul><ul><li>(RSS – Really Simple Syndication) </li></ul></ul>
  18. 18. <ul><li>Best resource for more information: </li></ul><ul><li>“ The Corporate Blogging Book” by Debbie Weil. Published in 2006 by the Penguin Group, her book is just what we needed when we were novices at blogging. You don’t have to be a techie to understand blogging. And, Weil provides valuable “bonus resources” such as corporate policies to consider, design considerations, additional reading sources, a glossary of terms, etc. </li></ul><ul><li>Her book may be the only resource you’ll need to get started. </li></ul>
  19. 19. <ul><li>Six Degrees is an unconventional branding agency, offering insight mining, brand strategy, brand cascading and creative communications. Our sensory branding processes help brands touch the hearts and minds of target customers. We assist clients in building new brands and revitalizing existing ones, online and offline. </li></ul>
  20. 20. elaine leonetti