How to be a better corporate blogger

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Futurity MediaFuturity MediaHow to be a better corporate blogger



Futurity MediaWhy should you blog?Blogs were one of the first forms of user-generated content. They us a platform to share our ideas, bypassing traditional media. Blogs are now widely adopted and read in the corporate world.What can they do for you?•Engage with peers, colleagues, clients & partners•Develop networks of shared information & opinion•Exponential reach to your industry views & expertise•Create opportunities for speaking engagements, lecturing, guest article writing and new business•Position and promote yourself as an expert voice in your field



Futurity MediaWhat should I blog about?

It’s really you choice about what you blog about but you may want to center it around topics that are• Newsworthy, comment-worthy industry issues• Topics that grab your interest and that you feel will interest peers and your audience• Content relevant to your current projects & working life



Futurity MediaWhere to beginIt can be hard to get started when you have a blank page in front of you, but it does get easier!

•Pick a subject or news item on which you want to comment•Ask yourself why would people want to read your take on the subject•Source relevant news articles and evidence which back up your views or create talking points•Start drafting your blog entry



Futurity MediaParts of the processTopics - Consider what topics intrigue you most and what questions you find yourself asking most regularly about your industry and work

Messages - Factor in current marketing and business development initiatives – your blogs can add weight and momentum

Inspiration - Set up a bookmark folder or use a tool like Evernote for blog-relevant news articles you come across

Share – Hangout at the water cooler, swap ideas with colleagues and peers

Routine - Remember to make blogging regular. Consider it an enjoyable part of your work schedule



Futurity MediaKeep it simpleYou’re not writing a book – get the important stuff in up front

Make it speed-readable. Split your copy, use sub-headings, bold words and heads-up graphics

Readers won’t always stay long – so keep it concise

Maximize the reach using hyperlinks to evidence and related articles or proof points

MOST IMPORTANT

LESS IMPORTANT

LEAST IMPORTANT

The inverse pyramid – don’t leave your most important ideas until the end



Futurity MediaTone of voiceFirst and foremost your blog must have your voice. This is not an exercise in precise copywriting.

Conversational – engage your reader

Friendly – make it enjoyable to read

Informative – give the reader something to take away



Futurity MediaKeeping it focussedGood examples of ways to keep your blog informative and relevant include…

Localize it – “Here in Australia we have found that”, “The impact of XYZ on the Australasian tech economy has been. . .”

Personalize it – “Foursquare seems to be really popular but I don’t see what all the fuss is about”, “Everything seems to be about the iPad right now but I’m not so sure”

Provide evidence – even if stating the obvious (e.g. “Smartphones and tablets are everywhere) Link to Gartner report on mobile device penetration etc.

Do your research – The right reading and preparation can actually make the writing process pretty quick.



Futurity MediaBad habitsYour blog will usually be proofread so kinks can always be ironed out. But as a rule it’s always good to avoid:

1. Bad spelling and poor grammar

2. Using too much overt sales language

3. Bad or broken links to proof points & news stories

4. Aggressive opinion – be informative, not angry

5. Bad formatting



Futurity MediaExec bloggers with personality

What do execs write about? Their thoughts usual, with a little personality thrown in…•Tony Hseih, CEO, ZAPPOS http://blogs.zappos.com/blogs/ceo-and-coo-blog•Tom Glocer, CEO, Thomson Reuters http://tomglocer.com/•George Colony, CEO, Forrester http://blogs.forrester.com/ceo_colony•Kevin Roberts, CEO, Saatchi & Saatchi http://krconnect.blogspot.co.uk/•Penny Herscher, CEO, First Rain http://pennyherscher.blogspot.co.uk/•Mike Bracken, Executive Director, UK Government Digital Service, http://mikebracken.com/ & http://digital.cabinetoffice.gov.uk/



Futurity MediaWorkflow for executive bloggingSenior executives don’t always have time to write the blog themselves. We can assist them write their blog while while maintaining their tone-of-voice and ideas.

Kick off: Futurity & exec discuss topic ideas Research: Futurity provides background research on these topicsCogitate: Exec ruminates on the background research, mentally constructs an argumentInterview: 30-60 mins meeting/call between Futurity & exec to tease the story outWrite up: Futurity writes the blog post, carefully ensuring the exec’s tone-of-voice & ideas shines through. Blogs must have personalityReview: Exec reviews blog post, editing it for style as well as substance. It is vital for the exec to ownership of the blog



Futurity MediaExample blog topics

Some quick and impactful ways to write an effective blog entry can include:

1.My top 5 tips to. . .

2.Why I think that technology X is good/bad for the industry. . .

3.‘Live’ from an industry event – either as a presenter or as a delegate



Futurity MediaAbout FuturityWe help technology companies improve their communications.

We work across social media, digital design, editorial, marketing communications and event organisation.

Our reputation is based on creating exceptionally high-quality content and working with talented people.

It is our belief that great content matters.

Founded in 2002, we are headquartered in London, UK with an office in the Asia-Pacific. Our writers & consultants span the globe.



Futurity MediaThank you

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How to be a better corporate blogger