A guide to corporate blogging, focusing on the best ways to generate a blog idea and title.

1. Blogging workshop
January 2012

2. Why blogging is important
• Brings in website traffic
• SEO
• Social media content
• Demonstrates and authority
and passion

3. Who is the blog for?
• Clients
• Prospects
• Google
• Other people in the industry

4. Problems with blogging
• Generating ideas
• Time
• Pressure to say something profound/interesting

5. Generating ideas – the four topics
Industry news Reviews
How to guides Your job

6. Generating ideas – three step process
• Break down each topic into three steps
• In the next example, we look at how Phil, a Delineo copywriter, can write a
blog on his role at the company.
• In each step, we look at the skills or techniques necessary for each
particular element of his job.

7. Generating ideas: What does Phil do?
Goes to
Write copy meetings
Generate Works on
ideas branding

8. Generating ideas – step 2
Staying
focused
Getting
Tone of inspiration
voice
Write copy
Choosing Knowing
the right your
words audience
Working
from a brief

9. Generating ideas – Step 3 (generating a blog title)
• What
“What words sell more products”
• Where
“Where do you get inspiration for copywriting”
• Why
“Why you need to choose your words carefully when copywriting”
• When
“When to use the word „Brilliant‟.

10. Apply the same process for industry news

11. Generating ideas – step 1
Autoglass
Voiceovers
Car adverts
Autoglass
advert
Crowd
sourced 20 seconds
content
Female
actors

12. Generating ideas – step 2
Famous
voiceovers
Your
favourite
Accents voiceovers
Voiceover
Appropriateness Gender
Formality

13. Generating ideas – Step 3
• What
“What adverts feature famous celebrity voiceovers?”
• Where
“Where to use a voiceover.”
• Why
“Why would I recommend using a celebrity voiceover to a client”
• When
“When celebrity voiceovers go wrong”

14. Time
• Set aside an hour
• Aim for 350-400 words
• Don’t overthink it
• Ask for an opinion

15. Structure
• Beginning, middle, end
Introduction to the post
[argument introduction]
Supporting
material
[facts, anecdotes]
Conclusions

16. Final thoughts
• Don’t be afraid of an opinion
• Don’t be afraid to ask someone else for their opinion
• Have fun