Blogging at the heart of your content strategy
Ian Greenleigh @be3d
bazaarvoice.com/blog
socialsidedoor.com
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Right now…
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Remember this:
The best company blogs don’t know they’re company blogs.
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Trust and utility
91% 53%
88%1. http://www.emarketer.com/Article.aspx?R=10087902. http://www.ketchum.com/files/
BlogHer_2011_Social_Media_Matters_Study.pdf
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You decide what success looks like
Coverage SERPs Subscribers
Shares Authority Thought leadershi
p
Conversion Sales Awarenes
s
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How most companies blog
“Let’s talk about me.” -Kim Kardashian (and most companies)
Me
PR
Products
Wins
Salespitches
Awards
Event promos
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Most companies ask
“How can we create a great company blog?”
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They should be asking
“How can we become indispensable by blogging?”
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What the best blogs look like
Audience
?
?
??
?
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What’s working?
Useful, actionable
content
Explanatory
Current + desired
audience
Emotional connectio
ns
3D (being human)
Ego capital Frequency Focus
Contextual CTAs Curation Mixed
mediaViewpoint diversity
Unique insight Opinions
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Beware measurement myopia
The man purse mystery…
Flickr photo credit: kakachu
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The 99 Percent (Behance)
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HubSpot Blog
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The Daily SEO Blog (SEOmoz)
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Glassdoor blog
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The Cleanest Line (Patagonia)
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Leads’ Blog (Fiskars)
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Adventures in Organization (Rubbermaid)
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Deep dive: ego capital
Anything that makes us feel good about ourselves, look
better to others
Interviews Quotes Links Lists Coverag
e
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Ego capital examples
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Deep dive: curation
Using external content to explore themes and tell
stories
People Media Ideas
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Curation examples
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Thank you.
