Structuring your Blogging Program: A #CMWorld Chat with Rick Short

Rick-Short-photo_rev-250x250Most companies can benefit from a blog. (Or can they? See Q7 below.) If creating a company blog is something you are working on – or something you are considering – this chat with guest Rick Short is for you.

Want to see more from Rick? Check his session, B2B Blogging Driven by Employees, as well as all of the other fantastic CMW sessions that are available through our Video on Demand portal.

 

Q1: If starting a blog, which brands can you turn to to get inspired? Who is doing this well? #CMWorld

 

A1) @buffer is killing it every day. No secret they’re a fave of mine. #cmworld

@ChristinKardos

 

@CMIContent In the SMB world, Hubspot and Visa’s OPEN Forum are the best, IMO. Informative/educational for customers & prospects. #CMWorld

@njh287

 

@CMIContent #cmworld @buffer @HubSpot blogs rock

@StratFocus

 

A1: I like “rich” B2B blogging programs. look for those w multiple authors & a wide range of topics. #CMWorld

@RickShort21

 

@CMIContent A1 http://WordPress.com #CMWorld

@ankit1989

 

@ChristinKardos Christin, https://pbs.twimg.com/tweet_video/BvflglTIYAAH4Xl.mp4 #Cmworld -Mary

@buffer

 

A1: @TalentCulture is a favorite of mine! #CMWorld

@MatchMaker_Inc

 

A1: In #tech, #Cisco and #Intel are models for complex but accessible corp blogs packed w/ thought leaders. #CMWorld #contentmarketing

@JulieY

 

@CMIContent Look to what’s out there in your industry. There are probably some gems there. #cmworld

@atxcopywriter

 

Q1: @PercolateOrg have a great blog structure https://blog.percolate.com #CMWorld

@AdjustYourSet

 

A little late to #cmworld- hope y’all had a nice holiday! A1: may be a little bias but the @ThinkMoncur blog is pretty great…

@kelcesarz

 

A1: Business 2 Community, Customer Think, Social Media Examiner are a few of my picks #cmworld

@ardath421

 

@kelcesarz not late at all! Glad you made it! #CMWorld

@CMIContent

 

Hi all! Great to be back. Hope everyone here in US had a great holiday! #cmworld

@PSEO_Inc

 

Hello #CMWorld! Happy December to you!

@CreateContent4u

 

A1. Find a blog that resonates w your niche audience. Look for #blogs that utilize influencers & offer actionable content. #cmworld

@ClearVoice

 

A1 @FastCompany is up there for me #CMWorld

@tsledzik

 

A1) We’re inspired by many but @EntMagazine is continually amazing. We also <3 this list –>http://contentmarketinginstitute.com/top-content-marketing-blogs/ , and ours 😉 #cmworld

@CrowdContent

 

@ardath421 good to see you! #CMWorld

@CMIContent

 

A1: @patagonia blog http://thecleanestline.com is pretty cool. #CMWorld

@mikemyers614

 

A1: I like the @Wegmans blog – multi-author, lots of staff/vendors involved at different levels http://www.wegmans.com/blog #cmworld

@lindadessau

 

@CMIContent @ardath421 Good to be here 🙂 #cmworld

@ardath421

 

@CreateContent4u and same to you! #CMWorld

@CMIContent

 

A1: @MarketingProfs is always rich. #CMWorld.

@RickShort21

 

A1 Lately I’ve been inspired by things like this http://digiday.com/brands/now-showing-snapchat-travel-show/ #cmworld

@tracibrowne

 

@njh287 @CMIContent Agree completely! #CMWorld

@mikemyers614

 

@PSEO_Inc welcome! Jump on in! #CMWorld

@CMIContent

 

A1: This page lays out who’s involved http://www.wegmans.com/blog/meet-our-authors/ #cmworld

@lindadessau

 

A1 @buffer is a current favourite example of content that shows it cares about audience. #CMWorld

@webber_karen

 

A1: Look to blogs that are similar to what you want to accomplish with your layout and content. #cmworld

@ThinkMoncur

 

@CMIContent That would be amazing! Be sure to tweet pics! #cmworld

@CrowdContent

 

@mikemyers614 @patagonia I’m going to have to check that out! #CMWorld

@MatchMaker_Inc

 

Yeah! I finally get to make it into a #CMWorld chat.

@3rhinomedia

 

A1. Our fav #blogs: @FeldmanCreative, @B2Community, @semrush, @CMIContent, and of course @ClearVoice! #CMworld

@ClearVoice

 

#CMWorld A1) @CMIContent (not kissing up, just saying) and Convince and Convert are the two obvious ones that quickly come up.

@JeremyBednarski

 

Q2: How do you get buy-in from executives/management for an internal blogging program? #CMWorld

 

@RickShort21 @MarketingProfs True, that. #CMWorld

@mikemyers614

 

A1. Imitation is the greatest form of flattery, right? Get inspired by #blogs in your industry/niche & see what works for them! #cmworld

@vishalraymalik

 

You get buy-in from executives when you show the business value of #contentmarketing. #cmworld

@CTrappe

 

@CMIContent A1: I’ve recently been really into the @Priceonomics blog #cmworld

@atxcopywriter

 

Afternoon (or morning) #CMWorld! Glad to be here.

@dswebsme

 

A2: Make the case for how blog content can be used in other programs to reduce costs, increase exposure/distribution #cmworld

@ardath421

 

@JeremyBednarski lol but as always thanks for the kind words! #CMWorld

@CMIContent

 

Oh, we are talking about internal blogging… #cmworld

@CTrappe

 

A2: “How to get exec buy in” is the #1 Q I am asked. Simple to answer, hard to achieve. #CMWorld

@RickShort21

 

@lindadessau Wow, I grew up in Buffalo but haven’t even thought about Wegmans in years. Will check it out #CMWorld

@tsledzik

 

@vishalraymalik so true! #CMWorld

@CMIContent

 

A2 For exec buy-in, show them examples of what companies they respect are doing successfully #cmworld

@tracibrowne

 

@CMIContent #cmworld I think by showing better collaboration and flow of info within organization will help top management sign up..

@StratFocus

 

A1) @buffer @cmicontent @smexaminer @garyvee @thesaleslion are a few #CMWorld

@3rhinomedia

 

@mikemyers614 @RickShort21 Thanks, friends! Hi there, #cmworld. How goes today?

@MarketingProfs

 

@dswebsme should be a great hour. Glad you could make it! #CMWorld

@CMIContent

 

A2: Buy-in from execs comes from showing how you can position content marketing to pose company as thought leaders in your industry #cmworld

@kelcesarz

 

A2: It’s all about hard proof of concept vis-a-vis business goals, then earning trust. #CMWorld

@RickShort21

 

@tsledzik I’ve never stepped foot in their store (I’m in #Barrie, Canada), but I love how they blog 🙂 #cmworld

@lindadessau

 

A2. Execs usually respond when you lead with benefits…SEO and search advantages of having your own blog are a good place to start #CMWorld

@mikemyers614

 

A2 Give examples of good internal blogging programs like IBM’s as case studies to win exec buy in #CMWorld

@PatrickHayslett

 

@ardath421 yes, reducing costs always gets their attention #cmworld

@tracibrowne

 

A2: Build support for PR as a strategic tool and clearly outline the activities the team plans to implement. #cmworld

@PSEO_Inc

 

@CMIContent Isn’t the stat something ridiculous like 96% more leads? There’s pretty compelling studies and case studies out there #cmworld

@atxcopywriter

 

A2: Marketers must do the tough work to prove the practice as well as effectively addressing fears. Fear rules! #CMWorld

@RickShort21

 

@MarketingProfs Hi Ann! I see you made it home safely from Toronto last month – it was so great seeing you again 🙂 #cmworld

@lindadessau

 

A2: Talk to execs about how blogs can be used to float new ideas for products & expertise to gauge reception and sentiment #cmworld

@ardath421

 

Unless there’s a real reason for internal blogging, I’d advocate blogging (even about internal stories) to be published publicly. #cmworld

@CTrappe

 

@3rhinomedia Why thank you, Don! 🙂 Happy chatting! #CMWorld @CMIContent @SMExaminer @garyvee @TheSalesLion -Mary

@buffer

 

A2) Quality blogging has not only marketing value but is good for professional development, too. A fun selling point. #cmworld

@ChristinKardos

 

@MarketingProfs hello Ann! Hope you’re well! #CMWorld

@CMIContent

 

A2: Any #blog program should reflect and support the business goals of an org. Best way to get exec buy in! #CMWorld #contentmarketing

@JulieY

 

A2. Every company should have an actionable blog, for #SEO alone. Selling is not enough – you have to be a resource. #CMWorld

@ClearVoice

 

A2b: Blogs allow company culture, current events, and subject matter expertise to your target audience. Helps humanize a brand! #cmworld

@kelcesarz

 

Agree completely about biz goals @RickShort21 if that’s not part of the conversation you will lose them #cmworld

@tracibrowne

 

Saw a tweet roll by, so I’m joining in! #CMworld

@TailoredThought

 

A2: A2: An internal program is easier than an external program as it is shielded behind the company firewall. #CMWorld

@RickShort21

 

@lindadessau I did indeed! I love Toronto and miss it already. Had a wonderful visit there. #CMWorld

@MarketingProfs

 

@cmicontent Imitation is the greatest form of flattery, right? Get inspired by #blogs in your niche & see what works for them! #cmworld

@vishalraymalik

 

A2b) Site examples. Even go with psychology – “We wouldn’t want to be outdone by ___, now would we??” 🙂 #cmworld

@ChristinKardos

 

@ChristinKardos Fear! 😉 #cmworld

@PSEO_Inc

 

@CMIContent you too. 🙂 #CMWorld

@MarketingProfs

 

@MarketingProfs @lindadessau We’ll have to get you up here to #Barrie on your next visit 🙂 #cmworld

@lindadessau

 

A2 Have a written-down content marketing strategy with goals/metrics & show how blog fits within this. #CMWorld

@webber_karen

 

A2) It’s not hard to prove the value of #ContentMarketing if you know where to look. Prove value with case studies. #CMWorld

@dswebsme

 

LOVE! haha MT @ChristinKardos: Even go with psychology – “We wouldn’t want to be outdone by ___, now would we??” 🙂 #cmworld

@kelcesarz

 

A2. May be minority opinion, but I think media outlets doing #SM superior to corporate? Why? Focus on INFORMATION, not marketing. #CMWorld

@jgombita

 

A2: Always start small and deliver a string of victories. Then, using data, seek to expand. #CMWorld

@RickShort21

 

A2 remember…SEO is not a business goal…probably not a good idea to lead with that #cmworld

@tracibrowne

 

@CTrappe Oh, I took ‘internal’ to mean done with internal resources. Maybe I misunderstood, @CMIContent? #CMWorld

@mikemyers614

 

@PSEO_Inc … or a good, old fashioned, triple-dog-dare. 🙂 #cmworld

@ChristinKardos

 

Even internal blogging needs to be authentic and not all stories can be positive. #cmworld

@CTrappe

 

@ClearVoice thanks for the mention, guys! much appreciated! 🙂 #cmworld

@semrush

 

heading into a twitterchat, so mute me if you do not want to bear witness to my staggering witticisms



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