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Taking the “Blah” out of Blogging

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Taking the “Blah” out of Blogging


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#1: Find your voice.


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Stephanie Schwab’s “Finding Your Brand Voice” chart:


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Align your writers.   Extend the review process.   Keep an editorial calendar. (More on that one later)


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#2: Find your writers


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Incentivize internal bloggers. Offer your editing services.   Reach out to partners, customers, and thought leaders.


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#3: Don’t bite off more than you can chew.


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Set a cadence, and keep it. Schedule posts ahead of time. Meet regularly with stakeholders to discuss guidelines.


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#4: Find your sweet spot.


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What you know about What your audience cares about


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If you must be promotional, use the 411 rule. Pay attention to the comments. Share what you know.


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#5: Create an Editorial Calendar


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Get important events, announcements, etc. on the calendar ahead of time. Align with PR, social, content, and product. Spread out the feasts and famines.


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#6: Test and Recalibrate


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Top-funnel/ “Vanity” metrics First-Touch and Multi-Touch attribution Continually re-calibrate


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RECAP: 1) Find your voice 2) Find your writers 3) Chew your food 4) Stay in your sweet spot 5) Keep a calendar 6) Test and recalibrate


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Any questions?


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