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.
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.