Planning, tips on engaging internal staff to blog, and some best practice on blogging.

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

7. Content &Curation

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/