The document outlines best practices for making a blog into a successful media property based on the case study of Sophos Naked Security blog. It recommends setting goals and securing resources, choosing an easy platform, developing an editorial calendar, using design and multimedia, focusing on engaging content, promoting through PR, social media and marketing, and continually measuring and optimizing performance. Sophos blog utilized global bloggers, guest contributors, audience polls, and trend coverage to achieve over 1.8 million monthly page views and 2,200 media mentions in 21 months.
Ten Organizational Design Models to align structure and operations to busines...
How To Make Your Blog The Next Hot Property
1. How to Make Your Blog the Next
Hot Media Property
CRITICAL MENTION WEBINAR
January 9, 2013
Sandra Fathi
President, Affect
sfathi@affect.com
@sfathi
PROPRIETARY & CONFIDENTIAL
26. How to Make Your Blog the Next
Hot Media Property
Slides Available on Slideshare.net/sfathi
Sandra Fathi
President, Affect
sfathi@affect.com
@sfathi
PROPRIETARY & CONFIDENTIAL