Watch new videos from Page One PR:
Animation video: we created this for our client, Makara, to help them illustrate their technology to mass audiences.
Cisco case studies: these three short videos showcase recent social media campaigns that Page One conducted for Cisco. The campaigns focused on a product launch, event promotion, and contest management. Watch the videos (each under 45 seconds) to find out how we made each campaign successful.
For more examples of videos, go to our YouTube channel.
If you're thinking of using video for your company's communications campaign, read our newsletter on how to incorporate video into your social media strategy. If you have a tip or resource you'd like to share, please email us. You can also follow us on Twitter, Facebook or YouTube.
|3 Steps to Corporate Blog Management
Corporate blogging is a relatively old tool in the field of social media. However, many companies have yet to discover an effective way to maintain their corporate blog. While most companies recognize the effectiveness of blogging in raising awareness of a brand and connecting with a community, the management process often gets hung up for three main reasons: 1) getting busy people in a company to consistently contribute blog posts; 2) conducting media analysis to identify relevant topics; and 3) generating views to the blog to justify the time and effort spent.
Page One PR has developed a corporate blog management process based on a publishing model. This process addresses the three main hurdles to maintaining a corporate blog and remains one of our most popular social media offerings to date. Following the steps below, we’re able to help clients, such as Cisco and VMware, consistently publish two blog posts a week or more that the target audience actually reads. What’s the secret?
Step 1: Become Reporters. We turn our staff into ghostwriting reporters whose first task is to analyze the media and blogger landscape. Media trends and influencer points-of-view are identified and organized before being reviewed with the key client blog stakeholders. Story ideas are developed and submitted to the corporate blog editor. Our staff of reporters will then interview the relevant people in a company who have insights into its products and technology or market trends. These people might include the president, founder, CTO or product engineers – individuals who tend to be too busy to organize their thoughts into blog posts. One 30-minute interview can produce enough content for several blog posts that can be published under an executive’s byline. At this point, the ability to write well and to make technical concepts easily understandable to the target audience becomes crucial.
Step 2: Become Editors. One person should oversee the overall direction of the blog, ensure that messages remain consistent and on-point, and also create an editorial calendar for the blog to ensure that new posts are published regularly and internal deadlines are met. (View an example of an editorial calendar that we created for one of our clients here.) Since multiple people usually post to a single corporate blog, every company needs centralized editorial management to ensure that the blog is easy to read and continues to support the overall marketing objectives.
Step 3: Promote. To stay relevant, a blog needs to attract traffic and links that point to the blog. This process starts with the media analysis in Step 1, which helps identify what news items and topics are relevant and current. Being able to associate blog posts to current trends creates a starting point from which clients can interact with the community. We recommend reaching out to the following groups: 1) top players and influencers in social media who have previously expressed an interest in the trend or topic; 2) people who are already following the company (on Twitter, Facebook, YouTube, etc.) and who have also expressed an interest in the topic; and 3) company employees or partners who maintain a strong personal Twitter or blog presence.
Although the process above is meant to help marketers manage a corporate blog, the best blogs avoid traditional marketing speak. A blog can be used to announce a new product, but not by posting an official press release verbatim. Instead, readers want to hear a human voice telling them something interesting and even new – maybe the process behind the implementation of the product – and with whom they can connect. So even if you’re a marketer writing a blog, be sure you understand your audience and remember to speak on a more personal level. This level of personal connection allows a company to expand and engage more deeply with a community.