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Our commentary: The CMI (Content Marketing Institute) have posted a case study that we can all likely take something from.
The company, OpenView Venture Partners, have more than tripled visitor traffic to their blog by getting everyone in the business to post on the company blog at least once per week.
The company has shared their seven steps to how they did it - and not surprisingly, step 1 was about getting over all of the eye-rolling from across the business.
Marketing implications: There are some real gems from the post, assuming a corporate blog is something that's relevant to you.
Lessons 5, 6 and 7 are more widely relevant and understood in regard to writing for personas, optimizing for search and of course marketing the blog content.
The way that OpenView created the internal process and motivation is what is a little different. It's worth reading, beyond getting management commitment the key learnings are: administration of the process by one owner, creating teams that work together to an editorial calendar and finally, running contests within the business so that the process doesn't get stale - ensuring that the business had at least one high quality post per week.
Recommended link: 7 Steps to Increasing The Impact Of Your Corporate Blog
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan’s interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan’s background here Linked In.
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