Nov 3, 2009 - Comments: 0

New Series: How (And Why) To Start a Company Blog

Posted by Heidi Strom Moon under Interactive Marketing , Web Strategy
Flickr_blog_pic A lot of the interactive marketing focus lately has been on those social media darlings, Facebook and Twitter. And while they can be useful when employed carefully as part of an overall PR and marketing strategy, a blog is still one of your best online vehicles for sharing content, demonstrating insight, connecting with customers and boosting SEO for your brand or company.

This week, we’re launching a series called How (And Why) To Start a Company Blog—and the fact that we’re doing so on our own company blog even makes it a case study of its own!

Over the next few weeks, we’ll be covering the following topics.

1. Why start a blog? Before you launch any new marketing effort, you first need to determine your goal, expected outcome and how it fits into your overall PR/marketing strategy. We’ll also look at case studies of successful corporate blogs.

2. How to start a blog, step 1: content strategy. Once you’ve established a clear purpose for blogging, there are several pieces of groundwork to lay. One of them is to determine the types of topics and subject matter that map to your goal and target audience, and then create an editorial calendar to sketch out ideas for the first few weeks or months.

3. How to start a blog, step 2: who writes and how often. Hand in hand with an editorial calendar is determining the schedule for your series of posts and topics—and then assigning copywriting to one or more people in your organization. We’ll also cover some essential blog copywriting tips, such as voice and authenticity.

4. How to start a blog, step 3: setting it up. With the right people, topics, schedule and strategy, you’re ready to start, right? Now you move on to the technical part of the process, actually setting up the blog, from choosing your blogging software to incorporating your blog into your overall web site.

5. Ready, set, go. The last step may be the hardest; starting a project is one thing, but continuing it on, consistently, is your true goal. We’ll talk about ways to keep up with blogging and incorporate it into your regular marketing activities.

We hope you'll join us. If there's anything you'd like to see is cover, drop us a comment and let us know.

[Photo credit: Annie Mole via Flickr Creative Commons]

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