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Tip #4: Who should write your corporate blog?
Hire an agency, freelancer or DIY?
As corporate blogs become more and more accepted, the question of *who* should write your blog (and how often) is often the most burning.
I'm something of a purist myself. I usually recommend that someone in-house write the blog, someone with a bit of passion and a flair for writing. And there's a methodology for doing this so it doesn't take up too much time.
But an increasing number of companies are opting to outsource their blogging program. I moderated a panel on Great Corporate Blogs last week at the WOMMA (Word of Mouth Marketing Association) conference in San Francisco...
Creationist vs. Evolutionist Word of Mouth Marketing
... and managed to stir up a few sparks between my two panelists - one an agency CEO and the other a Senior VP of marketing for an online jeweler. Both made excellent presentations but with two very different perspectives on blogging...
Useful examples plus a link to a cool video by Brand Autopsy's John Moore
Interested in CEO blog coaching?
Book Review: Jill Konrath's Selling to Big Companies
Know about a new business book you'd like to review in three paragraphs or less? Send your review to me at wordbiz(at)gmail(dot)com along with a link to the book. I'll publish it in an upcoming issue - with credit and a link to you!
Selling to Big Companies
By Jill Konrath
Kaplan Business
ISBN:
1419515624
 Jill Konrath is one of those cool people I've never met in person but that I count as a friend and colleague. I love the way she thinks - incisive, wise and crystal clear.
She's just written a book about "selling to big companies" based on her experience and insights gleaned through years of consulting to companies like 3M. I highly recommend it to anyone trying to sell his or her services to corporate clients.
Her advice includes dozens of kernels. Here are two:
1. Do your homework - lots of it - before approaching a big company. Read industry rags; do research online to uncover your target company's highest priorities and - most importantly - current challenges. Maybe you can offer a specific solution.
2. Craft a strong value proposition and make sure it rolls off your tongue. (Great pointers in Chapter 6 on how to do this. It's gotta be focused on business results.)
I love
her Toolkit at the end of the book with exercises on how to identify your target market, prepare a voicemail script and more. - DW
Download two free chapters of Jill Konrath's Selling to Big Companies
Sneak Peek on July 25th
If you're in or near Washington DC, you're invited - don't miss it!
Fleishman-Hillard, creator of the hugely successful Beyond Blogging event, is co-hosting a "sneak peak" book launch for The Corporate Blogging Book (cool, huh?!).
Sneak peek of The Corporate Blogging Book
Tuesday July 25th: 4:30 - 6:30 PM
4th Estate Grille
17th and L Streets, NW (downtown D.C.)
Come and win a pre-release hardcover copy of my book! Meet a few local corporate blogging stars who are featured in the book. Ask your blogging questions.
We'll also have some copies on hand for purchase. You won't find the book anywhere else because the official release date isn't until August 3rd!
How to RSVP
Leave your RSVP via a comment on this blog entry
Warm regards,
Author / Speaker / Consultant
www.debbieweil.com
www.TheCorporateBloggingBook.com
(D ownload a free chapter; pre-order on Amazon and get a BONUS PDF)
P.S. Be sure to take our second annual One-Minute Blogging & RSS Survey! (You could be the lucky winner of a *signed* souvenir edition of my book.)
P.P.S. #3 in the countdown series of 5 Key Corporate Blogging Tips will be published on July 10th. Want to receive it via email? Sign up here if you're not already a subscriber to WordBiz Report.
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