“Isn’t it obvious?” I said to myself, ready to delete the email. But then I paused and reminded myself that it wasn’t that long ago I wouldn’t have known the answer to this question either, and that it’s not always obvious at all. I looked closer at the next line in the query which read:
We are starting a new blog and we are unsure whether to integrate it with our website or keep it separate? Does anyone have any experience with this?
It’s actually a really good question – one that more people should ask themselves
I started my answer with:
I can think of very few instances where you’ll benefit from keeping your blog separate from your corporate website.
Effectively your blog is where you’ll put a lot of effort into generating excellent thought leadership based content – keeping this inside your domain will boost your SEO measurably and send a lot of traffic to your site (which surely is what any business wants?)
In this post I’d like to get a bit more specific and share some of what I’ve learned along the way in hopes that this will inspire the many people who have expressed to me the difficulty they have in finding the time in their schedules to blog or the motivation to complete their posts (and to post frequently enough).
1. Document: I take this tip from my days as a technical author – document everything you do – whether it’s attending an evening seminar, listening to a webinar, reading a book to enhance your skills, or taking part in a new project that presents you with a number of challenges. This stuff is all blog-worthy. I have met a lot of people who have never really gotten in to the swing of blogging because they feel every post has to be essay-like in length and so broad that it covers all possible bases. Next time you go to an event, why not try taking one good photo on Instagram and posting that to your blog with comments about what you felt were the most relevant and interesting points of the day? I bet you end up writing more than you thought you would. And presto – instant blog.
2. Clip: Since a great deal of “food for blogging” comes from other materials you often see/agree/disagree with on the web, and since you can’t always blog instantaneously, then you need to put technology in place that will allow you to capture and park ideas for when you can blog.
I love all things digital, but there are still times when I have to haul out the old trade show stand and “exhibit” in person. I try to attend as many of the workshops and panels as I can at a show.
However there are times when you need “man” the booth. This used to mean long hours of boredom with little or no human interaction. For me, things have now changed.
Last week I attended a trade show and I found I didn’t have a spare moment of time on my hands what with all the digital marketing I was doing in between panels. Here are ten things that kept me busy:
1. Use your CRM to send out a campaign to delegates inviting them to your booth – Got the delegate list? Why not send them a campaign inviting them over? You might think sending marketing several days before the event is the best plan, but why not follow up with a campaign sent while you’re at the event to catch people in the moment?
2. Blog – This works best if you can attend a stream or session so that you can comment on content. If you can’t attend, get the notes from one of your team who has attended a session yet or, better yet, get them to write the blog. Timeliness is everything when it comes to blogs – blogging about the event on the day or the day after is what makes the most compelling account for your readers. Here’s an example of a blog post I wrote and published last week during a trade show.
Allan’s post works for me on a number of levels. Firstly it identifies a faux pas I see a lot of companies making – this is simply that they are using social media in a singular way….as a “push” mechanism for their PR. So what we end up getting via their social media efforts is the same old stuff we saw on the front page or their website.
I get asked for advice on social media a lot. I’ll admit it – I quite enjoy sitting down and hearing about people’s individual communications-based situations to assess whether social media can be of any help.
However, I think it’s also important to be honest about when social media is the not the best answer. Many social media agents and consultants will have you believe that social media is always the best solution for all marketing and communications requirements. I’m more than willing to admit that there are times when social media is not the best option.
I thought it was really worthwhile not only because of all the different forms of content we as B2B marketers should have on our checklists, but also because it notes the *cost* of various different forms of content.
I didn’t agree with the way a few categories were placed (all said and done, case studies are actually very expensive to produce) but I did appreciate the way the matrix acts as a good reminder to make sure we have the little content tasks taken care of perhaps before we invest a lot of time and money in big content production projects.
There are two previous parts to this series (Part I, Part II). They both explain my thoughts on content marketing as a concept, its history and the relationship between B2B content marketing and social media.
The questions that made me go hmmmmm……..
Recently, I sat on Cognito’s Breakfast Byte panel which focused on social media in B2B financial services. A straightforward, simple question generated a lot of interesting conversation:
My answer? A question:
A few hands went up and I got the feeling people were interested in hearing more.