Enter your email address:

Delivered by FeedBurner

About This Blog

Josh’s Tweet Stream

  • More tweets

« Scoble on blog metrics | Main | Correct Forrester RSS feeds »

October 25, 2004

Pheedo's blogging best practices

By Charlene Li

Bill Flitter, VP of Marketing at Pheedo, sent me this email about corporate blogging best practices (I've edited it down a little for space reasons). Thanks so much, Bill! And I really agree with the point that blogging is just another part of the communications and marketing mix.

Again, if you have any suggestions, comment below or send me an email.

Pheedo has both an internal and external blog. We set the internal blog up to better communicate with teams working on specific projects. It took us several weeks to work out the details on best practices. We found people were posting too much information and using it as more of a data dump then a communications tool. The take-away was to establish best practices up front and decide how the blog should be used. Email, desktop folders and blogs have a purpose. It is important to understand how to use all effectively.

Now to our external blog at Pheedo.info. ...Much the same way you saw your blog traffic grow as a result of a few good posts, so did we. I was very diligent for the first 30 days to post original content every day that was very specific to the theme of the blog which is the marketing implications of blogging and RSS.

Once I established a rich blog, I reached out to the community and participated in the conversations on other related blogs. This generated a sizable amount of traffic to our blog.

I set up a few key word searches using PubSub so I could monitor the conversations happening on RSS Advertising. I was sure to participate in every relevant conversation on the subject. Next, I concentrated my efforts on the a-list bloggers. Getting mentioned by them was crucial.

After much effort, our work paid off. A post I wrote about RSS advertising was mentioned by an a-list blogger. Because RSS advertising is a still somewhat controversial, it spurred a lot of debate on the a-list blog, my blog and as well as countless others. This helped our traffic grow exponentially. Even those people who were opposed to us helped. It propelled us into the number one spot on Google for the search phrase “RSS Advertising.” This was also one of our goals. Furthermore, this lead to numerous reporters and researchers calling us because we’ve established ourselves as the experts in RSS Advertising.

To recap:
1. Focus on your core interest area to establish yourself as an expert.
2. Create at least 15-20 meaningful posts BEFORE you open your blog to the public. When people visit for the first time, you’ll have more then one post to share with them. If your blog is rich with information, most likely people will continue to read it.
3. Figure out who the a-list bloggers are in your niche and participate on their blog using comments and trackbacks. Links to your blog, outside your blog and within in your blog are all important to search engines.
4. Continue to write on target content

The biggest challenge most companies have is keeping the blog current. What I always suggest is you must look at it as a prospecting/networking tool that needs to be included in your marketing mix. It is just one more tool in your marketing toolbox.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341c50bf53ef00d8342213a753ef

Listed below are links to weblogs that reference Pheedo's blogging best practices:

» One more tool in your marketing toolbox from NevOn
Charlene Li at industry analysts Forrester Research has some sound advice from Bill Flitter, VP of Marketing at Pheedo, on successful blog best practice: Focus on your core interest area to establish yourself as an expert.Create at least 15-20 meaningful [Read More]

» Corporate Minds Want to Know: What Is Effective Blogging? from Eileen's Scribbled-Down Writings
Bill Flitter, VP of Marketing at Pheedo, via the blog of Charlene Li, a Forrester marketing analyst: Focus on your core interest area to establish yourself as an expert. Create at least 15-20 meaningful posts BEFORE you open your blog... [Read More]

» Corporate Minds Want to Know: What Is Effective Blogging? from Eileen's Scribbled-Down Writings
Bill Flitter, VP of Marketing at Pheedo, via the blog of Charlene Li, a Forrester marketing analyst: 1. Focus on your core interest area to establish yourself as an expert. 2. Create at least 15-20 meaningful posts BEFORE you open... [Read More]

» Corporate Minds Want to Know: What Is Effective Blogging? from Eileen's Scribbled-Down Writings
Bill Flitter, VP of Marketing at Pheedo, via the blog of Charlene Li, a Forrester marketing analyst: Focus on your core interest area to establish yourself as an expert. Create at least 15-20 meaningful posts BEFORE you open your blog... [Read More]

Comments

Bill Flitter

Thanks for including my example in your post!

/pd

What I find interesting is that most of the BCP's of bloggerLand is from IT related Orgainzations.

I know that Coco Cola had a blog running on typepad, it was beta mode and was closed out to Community. So how come Blogs have not not yet caught like wildfire in the broad sense of business ?? The technology is not expensive, content is always a trick(Correct?). All companies at times fail with content.. so be it.. but that should not stop Big Companies (yeah big is a Big Word!!) from joining into the blogsphere.. correct ?? Its been 3 years since Blogs are out there.. yet no big players..!!!

The comments to this entry are closed.