If you Google the name of our very own Chris Abraham, you will see what it means to dominate the search engine results and own a position as an expert in a field. We can do the same for your key staff.
Methods: blogs — yours & others: dominating the online space as an expert & generous contributor.
We will get your blog infrastructure and your content production policy established. This involves installation, set-up, and design of the blog software. To drive SEO it is important to get the relevant social bookmarking, ping server, etc. accounts and plug-ins set up and installed.
To further drive SEO, a powerful additional methodology is to mirror your blog content across multiple other blogs on highly-ranked blog hosting sites like blogspot, wordpress.com, etc., or under additional aggregation blogs you may set up under your own domain names. This process will be automated at the outset and run without human effort thereafter.
Blog Content Creation Policy: We will help your team get the blogging policy right, following best practices in line with the informational guidelines of your company. There is a clear culture of blogging and respecting and adhering to its norms and expectations will make the difference between you being welcomed as a respected contributor and being mocked as a soulless corporate shill (or an embarrassment and danger to your company).
It is essential to have a clear policy for your company’s bloggers, particularly in terms of outlining and reserving their freedoms as writers. With a clear understanding by the blogger and by the company of what freedoms are allowed, you avoid cramping, overly-careful, stuffy-sounding, self-censoring while also avoiding cringe-inducing embarrassments of inappropriate disclosure and language.
Blog Content Creation System: The best system of content creation is to have the key staff members whose reputations are to be built writing the blog content themselves — that leads to the most honest, transparent, and bi-directionally informative information exchange. However, sometimes those key staff members simply don’t have the time, inclination, or writing talent to create that content. In that case a content creation system and methodology must be put in place:
Hiring or assigning professional bloggers or staffers with good writing abilities to produce the content under their names or establishing a ghost-writing system where topics are suggested (by the writer or the key staffer), concept outline given by key staffer, posting written by the professional writer, posting edited and approved by key staffer, posting proofed by editor (optional), and article posted.
If this route is taken, there are workflow blog softwares that can be put in place and set up to manage this process.
Appearing on Others’ Blogs: By generously contributing to the community via bloggers in the travel, expatriate, health, sports, etc. spaces, you can get broad coverage and enjoy the implicit (or explicit) endorsement of these influencers. We would help you get these content contribution requests by executing a Blogger Outreach. This is done by:
Giving of Yourself in the Form of Interviews, Etc.: Interviews are excellent relationship-builders that give you direct, personal access to the bloggers and builds up a connection for the future. Interviews can be given via:
- Podcast (voice)
- Vlog (video — either onsite or via video VOIP)
This list is by order of “live-ness” of the interview with email being very asynchronous, allowing time to reflect and gather info and Vlog interviews being very live.
Guest Blogging by the Key Staff: Guest blogging is very warmly welcomed since it gives bloggers good content that they don’t have to write themselves, and it makes them look good because they are being honored as a valued platform.
Being a guest blogger gives you coverage on another site, increasing the number of locations you are appearing while giving you total control over your message and while driving your SEO by adding link-backs. Additionally, you get the implicit (or explicit) endorsement of the blogger in front of his readership.
It is important to writing interesting, engaging content as a guest blogger and avoid presenting something that sounds like a callow pitch.
If the key staff member is not interested or capable of doing the guest blogging, then the ghostwriting approach outlined above can be followed
Podcasting and Vlogging (Video Blogging): Podcasting is very much like blogging, but in audio format. While it is not as SEO-friendly as text-based blogging, it has a stronger “star-quality” effect, as the listeners develop a stronger human connection to the podcaster.
The lower SEO-friendliness can be counteracted by posting transcripts of the podcast along with the podcast itself.
It can be done very simply, but generally it is good to have quality raw audio, a polished intro and outro, and good tone balancing so that the podcast sounds somewhat professional and is auditorily a pleasure to listen to.
We can guide your staff in setting up the recording mechanisms, get your intro/outro composed, and have the raw audio balanced and cut into a finished podcast.
It is also good to have clear, interesting concepts to speak about and an effective style of delivery. It’s easy to be boring or irritating.
While the ghostwriting approach outlined above can be followed, much more responsibility lies on the key staff member who is recording, since it is a very “live” experience — you cannot read a pre-written article and come across as a compelling Podcaster.
The staff of Gerris can get the transcripts written and assist in the posting of the podcasts and the maintenance of the podcast blog website.
Vlogging follows the same rules as podcasting in regards to production and quality, but the pressure on the “star” is that much more intense.
Gerris’ staff can guide your staff in getting the recording and production infrastructure set up.
An advantage of vlogging is that it has the even higher “star” effect upon the key staff member doing the vlogging, and the videos can be posted on all the video-sharing sites (dozens) to get more coverage and dominate search results.
We at Gerris can handle the video asset distribution for you, or train your team in the method.
Contact Chris Abraham for more information