Internal Blog Workshop
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This document provides guidance on starting and maintaining a successful company blog. It recommends focusing on education, entertainment and information rather than promotion. Key aspects to plan include the blog's purpose, target audience, topics, primary writer and participation. It also discusses establishing tone, discipline, best practices, content ideas, guest blogging and practicing what you preach through regular writing. Tools like an editorial calendar can help manage the process. Workshops can train writers on guidelines, workflows and tone. The goal is to create engaging, valuable content that readers will want to consume.
Internal Blog Workshop
- 1. Workshop
- 2. Become a publisher • Information over Promotion • Know over sell • Editorial Calendar • Flexible approach • Produce content that focuses on education, entertainme nt, and/or information that ultimately yields awareness
- 3. Planning • • What purpose does the blog serve? What do you want it to impact? • What are you going to write about? • Who will champion the blog and serve as primary writer? • Who will read it? • Why will they read it? • Who will participate?
- 4. More Planning • Tone of Voice – What’s your internal tone of voice? • Discipline – How are you going to discipline yourself and your colleagues to deliver • Best Practice – How are you going to instill best practice
- 5. Nurturing your writers • This is all about relationships • The snowball effect That’s You! Find your content Ask them to stars and come and Create a Offline regular Invite the Create a workshop incentives Let the whole those already help (part of unified get-togethers wider and invite them along business know engaged personally your audit) Comms point audience
- 6. Tools to lead the charge
- 8. Editorial Calendar • Template • Set yourself communication reminders
- 9. Workshops • Why • Incentivise • How to use the tools • Talking them through the playbook • Best practices
- 10. • Not Policy! • Encouraging • Short to the point Guidelines • Specific and contextual Playbook • Learning experience • Workflow • Tone of voice
- 11. Writing good copy • Krugs third law of usability: Get rid of ½ the words on the page and then get rid of ½ of what’s left. • People don’t read online they scan – at the beginning
- 12. • Ideas • Do your research • Write headlines that promise value • Begin with a gripping lead • Sub headers • It can be short • Imagery • Marmite and Controversy • Value over promotion • Personality • Keywords • Engage Writing
- 13. To get them kick started • Opinion based on current news (Guernsey Tax Regime Set For EU Review ) • Events you will attend or are attending • Commentary on another post or community conversation • Customer stories • Competitor news • Guides • Give me some ideas • It does not have to be a blog post in the traditional sense
- 14. Example http://thenextweb.com/google/2011/11/0 7/did-google-just-bury-twitter-with-its- pages-launch/Short to the point • Asks a question (Catchy headline) • Scanable http://www.socialmediaexaminer.com/10- top-business-blogs-and-why-they-are- successful/ • Imagery • Research done • Top 10
- 15. Engaging guest bloggers • 3rd Parties – Google, twitter searches • Take a look at your comments and responses • Write a guest blogger post • Advertise it • Make it easy • Show the benefits • Interview? • Don’t ask for too much
- 16. Practice what you preach • Write for 30 mins every day • Jot down every post idea you have
- 17. About Me Twitter @brandjoe Blog brandjoe.com linkedin.com/in/brandjoe slideshare.net/brandjoe facebook.com/brandjoe foursquare.com/brandjoe flickr.com/photos/brandjoe youtube.com/brandjoe Digital Planner & Creative Type Occasional Speaker & Trainer, Strategy, Semi Literate Writer. I'm down with: Tech, Design, Basketball, Snow, Hiphop& my Fam
- 18. Image credits http://www.flickr.com/photos/bwalsh/51473374/sizes/o/in/photostream/ http://www.flickr.com/photos/93352468@N00/5399705800/ http://www.flickr.com/photos/76074333@N00/317952268/ http://www.flickr.com/photos/spodzone/2696058961/sizes/l/in/photostream/ http://www.flickr.com/photos/vpasson/3867480044/sizes/l/in/photostream/ http://www.flickr.com/photos/92435716@N00/61613238/ http://www.flickr.com/photos/fatmandy/4221136071/sizes/l/in/photostream/ http://www.flickr.com/photos/playingwithpsp/3031647963/sizes/l/in/photostream/ http://www.flickr.com/photos/bezembinder/5729288413/sizes/l/in/photostream/ http://www.flickr.com/photos/omegaman/477866450/sizes/o/in/photostream/ http://www.flickr.com/photos/bookgrl/433818001/sizes/l/in/photostream/ http://www.flickr.com/photos/hawaii/2089328125/sizes/o/in/photostream/