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


Trending Topics and Keywords in SEO: Why Care?

Wondering how to make your content stand out from the 27 million pieces shared in the U.S. each day?

When I first started working with bloggers and writing online copy, I never paid much attention to the topic of SEO using keywords and trending topics, but once I began to understand it, I realized how critical it was. Social platforms as well as press releases use keywords to optimize and get you more power to be seen. Also, trending topics that are most talked about are key to know. Choosing the right ones can result in increased traffic to your hardworking content assets, online sites and releases.

One example of the power of using popular keywords and topics I found is on YouTube, which not only allows you to put keywords into the video description area, but also includes a tool which gives you suggestions. When folks search on them, if you have the proper keyword placement, your chances of being seen are multiplied many times over.

What are keywords, anyway? How do you determine what are the best keywords for you to use?

Keywords are the words used when someone searches for information on the web and types the word or phrase into the search engine. A single word will return a broad sweep of information and websites that may mostly be irrelevant to your needs. A phrase will help you focus what exactly you need. This is why it is key to know the most common keywords and phrases used in your industry.

How do you find keywords?

Online keyword tools are invaluable. One of my favorite is Google AdWords, a free online tool by Google that helps you to pinpoint the most optimal terms to use. Sometimes it’s as easy as changing a phrase in your copy from “Virtualization Solutions” to “IT Virtualization” that can make the difference from popping up in hundreds of prospects’ searches to thousands.

A tool I use to discover trending topics is Google Trends. You can simply type in your word or a comparison of your word and a different word, for example; virtualization versus desktop virtualization. This tool will show you the search rank for these terms by comparison and also geographic regions from which the searches take place. It’s cool, try it!

One more, the twendz Twitter-mining tool uses the power of Twitter Search, highlighting conversation themes and sentiment of the tweets that talk about topics you are interested in. It helps you to check your relevancy.

I found my keywords, now what?

After you locate your keyword treasure trove, you may want to store them for fast reference. One idea I picked up from Online Marketing Blog is to create a Keyword Glossary, which organizes the keywords and topics that can be used by your company copywriters and content generators as well socially engaged staff that creates online content.

Last but not least, don’t forget your target customer

Remember the traditional marketing best practice of addressing your customer’s needs and the language they speak through the following points made by blog author, Lee Odden, for TopRank Online Marketing Blog:

  • Identify customer segments – What do they care about? What is their context?
  • Document pain points & information needs during buying cycle.
  • Build a path of content including triggers that inspire purchase and social sharing.

Add keyword optimization (SEO) to that mix and voila! you’ll find yourself caring about this very powerful combination.