Taking the “Blah” out

of Blogging

#1: Find your voice.

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

• Align your writers. • Extend the review process. • Keep an editorial calendar.

(More on that one later)

#2: Find your writers

• Incentivize internal bloggers.• Offer your editing services. • Reach out to partners,

customers, and thought leaders.

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

• Set a cadence, and keep it.• Schedule posts ahead of time.• Meet regularly with

stakeholders to discuss guidelines.

#4: Find your sweet spot.

What you know about What your

audience cares about

• If you must be promotional, use the 411 rule.

• Pay attention to the comments.• Share what you know.

#5: Create an Editorial Calendar

• Get important events, announcements, etc. on the calendar ahead of time.

• Align with PR, social, content, and product.

• Spread out the feasts and famines.

#6: Test and Recalibrate

• Top-funnel/ “Vanity” metrics• First-Touch and Multi-Touch

attribution • Continually re-calibrate

RECAP:1) Find your voice2) Find your writers3) Chew your food4) Stay in your sweet spot5) Keep a calendar6) Test and recalibrate

Any questions

?