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Get your SMEs to blog

The dos and don'ts of getting SMEs to participate in your blog.

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.@Victoriabsocial suggests "make it easy" to get SMEs to contribute to #b2b blog. What are ways or tools to make it easy? #inboundmarketing

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victoriabsocial

Help spark ideas to blog about based on current events. Sometimes a news story can be a good platform to jump off from.

Simplify the review process to make it easy for SMEs to contribute to blog

Marketing needs to "keep a loose grip" on the message to allow #SMEs their own voice

Great idea, @VictoriaBSocial - arm SMEs with blog topics and ideas; or ask for reaction to a recent article.

Mimi Murray Meagher

Give them some ideas from @denisebahs #Blog post http://ow.ly/UzHeK

victoriabsocial

Don't over engineer the process with approvals and the need to conform. Make people feel welcome to explore their ideas. Information wants to be free. LD

Is it a good idea to enlist ghost writers to work with #B2B #SMEs for blog content?

#SMEs need to understand that #blogging and #engagement can help them in their job as well.

victoriabsocial

I suppose getting help is a reality, but it's better when it comes authentically. Have them write and you edit, rather than you write and they review.

Mimi Murray Meagher

if the skills are really lacking, go for it!

As I mentioned earlier a "little bit" of ghostwriting can prime the pump for #SME #blogging

. @PaulKrappman good idea, no one likes to try to be someone they're not (don't make an #SME try to sound like Obi Won if they are really more Yoda). Exaggeration!

Mimi Murray Meagher

@SandyRikkers like the #starwars analogy!

Make easy for SMEs 2 blog by starting it & askg 4 revisions

What should you NOT DO to get SMEs to participate in your #b2b #blog? #socialmediamarketing #inboundmarketing

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Do not: Tell #SMEs how to write their posts if you want them to #blog

Pushing #SMEs outside their comfort zone or overloading with demands reduce quality & cooperation for #blogging

Mimi Murray Meagher

Not make it part of their job description.

victoriabsocial

Don't ply them with donuts. That's just wrong. Seriously, you should not have to pay people or beg them. This is an honor and a way to get your point of view out there. #winwin

Do not: Style an #SME's blog post with a bunch of marketing fluff.

U should not force them to do anything. #pointless

.@PaulKrappman how do you ensure quality of content & tone aligned to business brand?

Do not: Tell an #SME that they HAVE to #blog.

Do not over edit their work...keep it simple, fix grammar but leave personal style alone.

@SandyRikkers totally agree. leave it in their own voice.

Agree @PaulKrappman - do not add marketing fluff to SME #blog post - keep it pure, authentic & helpful #b2bmarketing

.@VictoriaBSocial That's right. You must ply #SMEs with steak.

What should you DO to get SMEs to participate in your #b2b #blog? #socialmediamarketing

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Mimi Murray Meagher

Get everyone involved in the conversation on social...#SME's should be a part of that!

A4: Incentives (non-monetary), help to pull your #SMEs into the social engagement boat.

victoriabsocial

Recognize their expertise and make it easy for them to engage.

A4 make it easy to participate

victoriabsocial

Also show what others are doing. Other companies, colleagues, competitors make good examples.

Recruit SMEs in priority solution areas, identify SMEs with strong writing and storytelling skills #b2bmarketing #blog

Make an appt w them and start by asking bout topics (face to face is best) #guiltthemintoit

Why should #B2B #marketers launch a company blog?

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For greater reach, organic search, and increase preference

A1: Show your expertise in a longer form method. #Blogging still matters.

victoriabsocial

A2: Search engines love long form content. You can say more on a blog than most other channels. #B2B

Does #blogging still help with findability?

Mimi Murray Meagher

Showcase your company expertise, customer success stories, leverage internal knowledge. #B2B #Blog

Thanks @VictoriaBSocial for answer re: search and blog

victoriabsocial

I think so. I think the engines want to connect searchers with authoritative content. #blogging

.@Profitecture With a little planning, #blogging can increase your findability in a huge way.

Why are #SMEs important to a #b2b blog?

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A3: Your #sme (s) are where your company solution knowledge resides. They have to #blog.

#B2B #SMEs have the expertise customers want access to. Blogs are an easy, wide-reaching medium for making experts available

victoriabsocial

A4: People have questions and they want answers from experts. It also helps educate those in the purchase process.

SMEs also have their own network that on average overlaps with Brand by 8% = greater reach

A3: Your customers want to tap the source of your solution know-how. #SMEs are your best engagement pt.

Mimi Murray Meagher

#SMEs may not be directly accessible so great to gain that knowledge via #B2B #Blog

victoriabsocial

"Some of your employees might hold more online reach and influence than your own CEO" http://linkhumans.co...

What are important elements of a successful #b2b #blog program?

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victoriabsocial

A3: Create a content calendar and line up contributors.

Mimi Murray Meagher

Who is blogging for you? Hope it's your #SMEs!

A plan with goals, objectives, editorial calendar and keywords is critical first step to blog program

Mimi Murray Meagher

@VictoriaBSocial @RobinScharpf yes, calendars are always good!

A2: Even if you have to ghostwrite a little bit to "prime the pump" get all your #sme (s) involved

victoriabsocial

A3: Start with goals in mind and build up a library of ideas, if not posts. Also, invite guest bloggers.

Appropriate calls to action and tools for tracking KPIs also important for #b2b blog program

Mimi Murray Meagher

Know your audience...keep your customers coming back for more #B2B Blog