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:
- 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.
- 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)
- Focused on establishing my thought leadership in the social marketing space – hence the original, higher quality content.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.