OK, I've got some basic questions about Corporate blogs.
I have no problem with my personal blog, but I was hired two weeks ago to run a corporate blog for an entertainment site (videos, television, radio, etc...)
The aims of the blog (and my position) are as follows:
- Increase traffic to the site
- Promote the features of the site
- Control the user conversation about the site
Note that there is no requirement specifically to promote anything about the blog itself; the blog is merely a tool to promote the site.
I've been writing one or two picks of contents on the site each day, notes about features of the sites, and occasional "top ten" sorts of stuff. I submitted the blog to various blog catalogs. I submitted the site for consideration to a number of entertainment catalogs on the net.
Due to some high expectations, my employers already want to know what results I'm providing for them. They already get some 25,000 hits a day; my current effect in two weeks is below minimal.
What are my next steps?
Yehuda
yikes
How many weeks have you been doing this? Two weeks? They shouldn't expect results in 2 wks, and if they do, you might want to say sayonnara, since they problem will start to question everything.
But if you're staying, I suggest you get them to set up Google Analytics and add you to the account so that you can track traffic. Use two different profiles in Analytics - one for the main site and one for the blog.
Start up an editorial calendar for indepth articles and/or linkbait that you intend to write, and make sure you promote your best.
yikes, indeed
Thanks, Raj.
Since it's a corporate blog, I'm hampered in a number of ways.
I can't write controversial posts. I can't use links to other sites in my field, since they are the competition. I can't even write about other things happening on other sites, which severely limits the content I can create.
That means everything I write about has to be about our site, our users, or about technology in general. Unless I can think of some other good ideas for contents. Got any?
I didn't realize any of these things about Corporate blogs before I started. I'm going to write a post about these differences. Others should know that there are differences!
Yehuda
okay
Yehuda, that's too bad. Is that what they told you?
Linking to "competitors" is not a bad thing at all, despite what your client thinks. Building a relevant link neighborhood is good. There are many ways to do it. Also, you can write about peripherally related topics and the industry in general.
Send me a PM with your email address and we can talk further.
A Launch Campaign?
In addition to Raj's suggestion (which I would treat like gold), it strikes me that from the descriptions so far there is no mention of a launch campaign for the blog itself.
1. It's true you can build it and they will come, eventually, but you and your employer should look at running a campaign to launch the blog specifically. This type of thing need not cost a fortune, but if you can't write linkbaits on your site, you can hire out linkbaits on other sites to include your site in the mix. (Cost range $200 - $10,000 depending on size of campaign)
2. You can also pay bloggers in your blogging niche to announce your launch and write a review about your site, promote content on your site or more. This will build incoming links, but will also bring in some interested readers from their sites to yours (then its up to you to show them why they should stay and come back). (Cost Range $100 - $500 if you are looking for a ramp up that is not stellar or $1000 - $5000 if you want a solid fast ramp up. If you would like American Idol numbers, then you will need a budget of $5 - $80k. )
I'd recommend Raj for the services I mentioned in number 1. There are several other folks here at Performancing that I would also recommend for that type of service as well, but Raj is already on this thread.
On point 2, I can recommend myself or you can shop it around ala carte.
If you or your employers are inexperienced in this area, I'd recommend starting slow and building up experience in this area as you move through the different levels of the campaigns.
I've seen campaigns like number 2 work very well for a couple entertainment related sites setup to support the Reality Show 'Pinks' and for the launch of a new show on USA 'Burn Notice' (Burn Notice is actually a pretty good show, I TIVO it every week now).
Thanks, Raj and Brett
The end result is that I had it out with them today. As a result, I'm cutting back the amount of time I will be blogging for them, and they are cutting back on their expectations about traffic increase.
There's a whole lot to corporate blogging for hire that is different than the regular old standalone blogging that I'm used to. I've decided to start a new blog on the subject: Blogging Without a Wire.
It looks like it's going to be an interesting ride in my new profession!
Yehuda
good luck
Yehuda, good luck. Yes, corporate blogging is not for the faint of heart, depending on the client and their expectations. Unless they're going to throw money at the blog, it's return will not necessarily manifest immediately.
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