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Episode #21: How to Create and Manage a Corporate Blog
On this week’s podcast, Derek and I discuss the mistakes we have made in the past with the CopyPress blog, and where we plan on taking the blog in the future.
Some great resources on the points we cover include:
Why? You have to ask yourself why before you do anything…. KPIs, Tracking, management
# blog posts (8-month) – 2 week
Where are the visits coming from? — where are they going? (bounce rate, how long they stay? going to money pages or home page?
email signups — top of lead funnel
complete sales form
Current resources you can use … internal staff
Most internal team are writers/editors — leverage them to create content
Our internal process is meant to scale production of content so we have pieces in place
Experts to help research/strategize content topics/plans
How do you pull the troops together and motivate them?
We understand value of content– we sell it so we understand its importance
Ask for volunteers — I emphasize the importance of blogging not just for that employee but for our company as a whole, the know they will be compensated and openning up to volunteers means that the people have committed on their own accord and will be more motivated
We have internal people that have specific expertise — outreach, SEO, idea generation, infographics, interactive media, writing, editing — this gives us a diverse set of people with knowledge across valuable areas
I provide them a list of keywords and resources to help generate ideas and make sure the topics they are writing on they #1 have some knowledge in, #2 are actually interested in writing
Management tools – Software and beyond
Putting together the pieces – Editorial calendar
Putting together the pieces – Ideations