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Corporate Blogging Tips from Robert Scoble and Shel Israel

Written by Alun John

Alun founded Marketing Tom and delivers some of its courses.

April 26, 2005

Robert Scoble, of Scobleizer and Microsoft fame, is currently working on a book with Shel Israel, a PR consultant. The book will be published by Wiley, is due out in January, and will focus on business blogging. Much of their thoughts on the book’s content and direction is actually being shared with visitors online, through their Red Couch blog – hell!, you can actually help contribute to it  by adding  your own comments on the site. For companies looking to develop their own blog presence, the corporate blogging tips may be of some interest:

Corporate Blog Tip #1 (improving the title tag) – features some neat thoughts on how to come up with a title for your blog. Spend time doing this as, in essence, you will be creating your own Blog Brand.
Corporate Blog Tip #2 (read a bunch of blogs before you start) – the blog search engines are a good start for searching for something specific. For random blogs just go to Typepad and take a look at their featured weblogs or Recently Updated weblogs.

Corporate Blog Tip #3 (write in a granular style) – try to keep to one idea per posting.
Corporate Blog Tip #4 and #5 (demonstrate your passion and authority) – Robert Scoble actually says in his own corporate blog manifesto: "You should know more about your product than anyone else alive, if you’re writing a
weblog about it. If there’s someone alive who knows more, you damn well better have
links to them (and you should send some goodies to them to thank them for being
such great advocates.)"

Corporate Blog Tip #6 (add comments) – I would just like to add to this – you should always aim to add value to the author’s article by leaving thoughtful comments. Don’t spam!

Corporate Blog Tip #7 (make yourself accessible) – I just love Robert Scoble’s thoughts on leaving his cell phone number on his site so that anyone can call him!

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Related Article
Robert Scoble and Shel Israel’s Blogging Book – A Case of Open Source Book Writing?


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