Blogs are challenging. They can launch to lofty expectations—only to nosedive when the novelty wears off and it becomes harder and harder to post great content.
Cisco’s blog is an exception. The site recently topped 8,000 page views and continues to set the standard for stellar brand journalism. Here, two Cisco insiders share their lessons for attracting traffic and attention for your blog over the long haul:
1. Amplify reach with employ advocacy tools. You can add more viewers for your content by activating your employee base.
Cisco’s blogging team does this with Dynamic Signal’s Voice Storm. The platform enables employees to receive company content and post it to their social networks.
“We have it on employee computers and phones so they receive alerts when a new piece of content posts,” says Nestor Portillo, a marketing manager at Cisco.
“They don’t need to fish for the content,” he says. “Instead, it takes just one click to share a pre-crafted social media post with their own social media networks.”
Cisco posts 27 pieces of content to its blog daily but sends out just three alerts. “We keep it manageable and don’t want to spam our employees,” says Portillo.
Watch PR Daily’s Jan. 28 PR University webinar “Amazing Corporate Blogs” to delight audiences and deliver results every time.
2. Launch a guest-blogging program. Cisco invites influential voices within its community and across social media to blog on its open platform, resulting in more content and wider audiences.
“If you invite company partners and industry specialists to contribute, they will share links and promote you,” says Portillo. “It’s a win/win because it helps build their reputation and your content [well].”
A recent example is “Customer Spotlight: Aurora, Illinois, Is Now the City of Light Speed,” a guest post by Ted Beck, Aurora’s chief technology officer.
3. Experiment—but don’t rely on social media. LinkedIn drives vastly more engagement for Cisco posts than other social media platforms. This is because the company’s content is primarily B2B focused.
“We also have great success with infographics and are always being challenged to embed more media from channels like Periscope and Snapchat,” says Tony Miller, social media manager at Cisco.
He advises experimenting with new channels as they emerge, but not at the expense of overlooking older technologies.
“We actually see higher traffic from RSS subscriptions than from social media,” Miller says.
Brian Pittman is a Ragan Communications consultant and webinar manager for PR Daily’s PR University. Cisco’s Nestor Portillo and Tony Miller shared more presentation takeaways in the Jan. 28 PR University webinar, “Amazing Corporate Blogs: Cisco Shares New Brand Journalism and Social Media Tips.”