10 Ways to Get Bloggers to Embrace (and enjoy!) Blogging

blogging

Inevitably if you hold a corporate marketing or comms position, you’ll be asked to ramp up or supervise the company blogs. These tips are what I’ve actually used and ended up being pretty effective when I was put in charge of ramping up and maintaining a team of 10+ technology related bloggers and their respective blogs.

1. If they’re apprehensive about the commitment, suggest a blogging buddy to split the duties.

2. Before you decide on a topic and title, research it on Google Adwords and tweak it so it falls into a highly searchable term. Sometimes a slight keyword tweak makes the difference between one hundred and one hundred thousand searches. The best combination is words that are highly searched, and have low competition.

3.Highlight the fact that your blogger has been chosen to blog for their value to the company, as an elite team member and that it elevates their professional status.

4.Ensure them that they don’t always have to come up with original content. They can comment on industry happenings, or reference expert stories and comment on them, interview customers or even invite guest co-bloggers.

5.Start a blog yourself, so that you understand the finer points of blogging and can coach more effectively.

6.Provide feedback to your bloggers on blog success in the form of metrics: how many hits in one week, syndication, comments.

7.Incent with contests and prizes: who gets the most comments, who gets the most reads, etc.

8.Provide best practice training with concrete examples of good blogs.

9.Coach them to give valuable insight that is unique. For example if they write a post about the benefits of  desktop virtualization, make sure they talk about a specific instance where they experienced these benefits.

10.Design an editorial calendar to plan not only what’s to come, but also provide timing and cadence, in order to keep the bloggers on task and on time.

And here’s a little bonus for you to send to your bloggers when they are starting out…

🙂 Tips on Topic Selection for Bloggers

Select a topic…

1.you know very well and with which you are very comfortable

2.into which you can show insight, experience and have anecdotal references

3.in which you are passionate about learning more

4.that you think your prospects and customers would find valuable

5.framework that will supply multiple blog opportunities

6.that someone else has written about that you can spin a slightly different way or add additional practical insight

7.in Google Adwords that is low on competition and high on search

8.for which there is no struggle for material to write

Sneaking selling into your blog

 

The blog is at the core of your social media efforts. It’s a wonderful tool that when done well satisfies the need for content to backup your social media strategy, showcases your expertise and allows you to become industry relevant by being part of the big conversation. You can also use it for a very soft sell.

I’ve compiled a list of five ways that you can use your blog like a good p.r. campaign to help influence potential buyers as they work their way through the buying cycle.

1.Link to company offerings from within blog posts. Sometimes when you are offering insight on a particular observation or challenge, it’s appropriate to include a link to or mention of your own offering. You can even use links to your website such as when you are describing an offering like Software Integration, the reader can click to your site with Software Integration hotlinked to it. It will also maximize your SEO exposure as well.

2.Use the sidebar on your blog to advertise your content assets: video, white papers, studies, etc. When a new piece of content is published, you can summarize it in a blog post then link to it as well. Or you can create a link in the body of your post when the post applies.

3.Don’t forget to use the power of networking. Your blog should have links to your website, Facebook, LinkedIn, YouTube and Twitter channels and vice versa. Also include share buttons for your readers to easily send your content to others. And make a subscription box on your blog sidebar so readers can easily subscribe to the feed. It gives you more face time to network with your audience.

4.Have a new product or service? You can’t link to your press release from your actual blog unless it relates directly to your story, but you can post a link to it in your blog sidebar.

5.Syndicate when possible. There are many sites you can syndicate your blog to that aggregate blogs in your space and make them available to tens of thousands of potential readers. Some of them are Ezine, ITToolbox, BlogNotions and Technorati.

So you see that if you use your blog not only to showcase your expertise, but also to promote it; in turn you’ll maximize your efforts and help along your marketing ROI. Have a great summer and enjoy blogging!