Posts Tagged ‘corporate blog’

Why this Blog isn't Like Others

July 30th, 2009

Since the focus on my blog is marketing strategy, most of my followers will be surprised to find me writing on tactical blogging. However, I have gotten a good number of requestsregarding how am I getting such traction with my blog, even more so than most websites. So, this is a deconstruction of my approach for those who aren’t familiar with how to build a blogging strategy.

First, let me outline why this blog is different than most of your traditional blogs:

  1. More like a corp blog than a traditional individual blog- I am running this as I would if I were the CMO of a company and I needed dynamic content for my website and for direct messaging to the market.
  2. I am playing a specific role as a content manufacturer versus a content distributor – I have written about how I see the the development of tiered content distribution on the web (Search Engines versus Social Media for Marketing Awareness)
  3. Focused on establishing my thought leadership in the social marketing space – hence the original, higher quality content.
  4. My audience is the “C” level executive decision-makers that doesn’t have time to read blogs -Kind of tough to reach people via a blog who don’t read blogs, but my strategy is to leverage indirect channels of establishing relationships prior to engaging. I am getting read, but I am reaching them through other channels and then bringing them to my blog one at a time.
  5. My blog is obviously integrated with my offline and other online marketing activities -The decision makers don’t care whether the information is offline or online, they just want quality from validated sources. My marketing strategy does both prior to engagement.
  6. My blog isn’t as targeted – I would like to be more targeted, but I am having to balance my desire my long term goal to find a permanent role with my short term social marketing consulting. Hence, it is a bit schizophrenic in switching between broader CMO topics (Web 2.0 product management, product marketing, and lead generation) and more targeted social marketing.
  7. You will notice that I don’t have links – It is not that I do not want to be helpful to assist you in finding additional strategic marketing resources, but they are time consuming to build and, in truth, they distract from the narrative that I am building between posts.
  8. Very little third party content for the same reason – I am showcasing my expertise, building a narrative around social marketing, and focused on building a library of original content. I will occasionally comment on really cool information, but I try to be a destination for original content.
  9. I have turned off the commenting (too much SPAM) – I receive feedback through my social networks, twitter, email, and back links. Please reach me through these vehicles (contact info in the sidebar) as I appreciate people the feedback.
  10. I have a micro targeting strategy versus a macro blogging recognition one – In part, I am more focused on creating a thought leadership center for people to leverage for understanding social marketing, validating my expertise, and providing a call to action around my resume. Hence why I am on a hosted wordpress with poor Seach Engine Optimization. I am not looking to establish myself as a blogger, but rather I am validating my knowledge as a Marketing Executive with some very cool, cutting edge expertise.

My Recommendations for Starting a Corporate Blog

1. Start with the Strategy first. Are you blogging for brand recognition, validation, sales support?

2. Understand the mechanics of blogging – what rules will you follow, which ones will you not. I break some rules because it supports my strategy to do so.

3. Build an editorial calendar – map out the narrative that you want to deliver and manage to that

4. Pace yourself – fewer posts of higher quality is better. On the other hand, make sure that you are at least once or twice a week, preferrably more.

5. Don’t “Build it and They Will Come” – doesn’t work. You need to promote it, get it added to online catalogs, cross promote with other marketing communications channels, and get the word out. It takes a while to build visability and even longer to build a regular following.

Hope this helps.