Tweak Your Biz » Marketing » How I Convinced Tax Managers To Write Blog Posts

How I Convinced Tax Managers To Write Blog Posts



If you are unsure as to whether or not you should blog for your business, the following story may help you to make up your mind.

A company blog is a huge asset, research has shown that companies who blog get:

  • 55% more visitors;
  • 97% more inbound links; and
  • 434% more indexed pages

The more indexed pages your company site has, the more chances it has of showing up in search results. The more inbound links your company site has, the more valuable the search engines view it and the higher they place you in the rankings. All of this leads to more traffic, and the more traffic a company website has, the more opportunities there are to convert that traffic into leads and eventually, new business.

So blogging is important but most of the time the staff outside of the marketing department don’t realise just how important it is.

In order to build a great company blog you need help, a one-man band is just not going to work long term…so how do you convince others to blog for you?

How I Did It

By day, I work for a legal and tax consultancy firm and I had been trying to get a blog going for some time. I had produced all the data and the reasons blogging was important but I just couldn’t get the professional staff on board to write pieces for me. They said they didn’t have the time, but really it was just they didn’t understand its importance – and I was fighting an uphill battle.

In the end, I decided to just write the blog myself.

As I’m neither a solicitor nor a tax consultant, what I did was take the company whitepapers and use those as source material for the blog. Each whitepaper probably covered 4-5 points, each of which could make a great individual blog post. I wrote probably around 15 posts, 10 of which received full sign off before the blog went live. The plan was to post twice per week so 10 posts gave me a 5 week lead time; when you’re flying solo you definitely need a cushion.

All of the company’s clients were invited to sign up for the blog and from the first day of the blog going live we could see an increase in traffic. The number of indexed pages rose and the SEO benefits were huge, with the company website ranking for keywords that would have been exorbitantly expensive to buy.

All good news, but it was a lot of pressure on one person coming up with topics, writing the posts, getting them approved and setting them up to publish – twice a week, every week.

However, after the blog had been running for about 6-8 weeks something wonderful happened – the clients started mentioning the posts to our company managers when they were talking to them, and the clients were asking had the manager written the post – which of course they hadn’t. This meant however that the managers started becoming much more receptive to the idea of writing posts when they realised how many of our important clients were reading.

Within 10 weeks of the blog starting I had a rooster of 10 bloggers, each of whom would submit a post once every 5 weeks. A ‘blogging hub’ was set up on the company intranet with advice on selecting topics, writing style, post length etc. We also put up the blog post stats so that the bloggers could see how their articles were doing in relation to everyone else’s – nothing like a little competition to get the creative juices flowing!

The Moral Of The Story

If I had waited to get a rooster of bloggers signed up before starting, I would probably still be waiting to publish the first post. By utilising existing company material I was able to start blogging sooner and was able to use the great results to convince others in the company to start blogging.

Sometimes you just need to take that leap!

 



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The Author:

Sarah Ryan is an Online Marketing & Communications manager with 7 years experience. After being located in San Francisco for 2 years, Sarah returned to Dublin in early 2012. http://www.sarahryanblog.com

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  • http://www.tweakyourbiz.com Niall Devitt

    Hi Sarah, this is great stuff. I know how hard it can be to convince some people and professions as to the value of blogging so well done on a fabulous achievement. I intend to use this example to help get some clients over the blogging line in the future. Thank you for sharing, this will be very useful.   

  • http://www.sarahryanblog.com Sarah Ryan

    Thanks Niall. Always good to share tips and tricks of the trade. Hope my strategy works for others!
    Sarah

  • http://www.admarco.net rmarkgibson

    Sarah,
    Great post and well done in being pro-active. Sometimes your role as an inbound marketing change agent and provocateur can take a more subtle route as you have demonstrated.

    Keep up the great work!

  • http://www.sarahryanblog.com Sarah Ryan

    Definitely – and spreading the word about the business is what it’s all about at the end of the day. Thanks Lorna

  • http://www.sarahryanblog.com Sarah Ryan

    Thanks Mark! Was delighted with the result – nice to not be solely responsible for all the content anymore. Hope you enjoyed HUGS.
    Sarah

  • Bridget Carpenter

    Thank you, that is really helpful information. 

  • Connor Keppel

    Hi Sian,

    I don’t write it righteously – I too can use the odd one.  The post above will serve as a reminder to me also :-) Thanks for reading and thanks for engaging!

  • http://www.tweakyourbiz.com Niall Devitt

    lol Connor, This year I’ve to give up the smokes, the drink and Now the cliches! it’s getting harder to keep it between the ditches :)

  • http://twitter.com/xcelbusiness Helen Cousins

    I noticed the cliché seepage, for example every week in the Xfactor, somebody was deemed to have “nailed it”.
    I hate clichés, but I don’t object to the word “liaise”, it’s just another word to me.
    I dislike rooms being referred to as “spaces” and as for people working “in that space”, well…
    I nearly lost the will to live once at a seminar where a speaker trotted out a cliché-ridden speech, which out-lined his “over-arching objectives”.
    I agree that they are often used to cover up a lack of knowledge Connor. I might liaise with you about adopting the cliché jar :)

    ~ Helen

  • Connor Keppel

    Thanks for reading and engaging Helen.  I see you share a mutual disrespect for the cliches.  Great to hear about the jar.  I wish I could make other people pay me for saying them in front of me also! Thanks again

  • Connor Keppel

    ha ha. With you on the smokes buddy. May God be with us! Still have to officially start though:-( 

  • Connor Keppel

    Very true Fergal – I guess it’s the use of them in the wrong context also that’s annoying and the overuse of them.  Also a lot of people don’t understand them so they can be a barrier to communication.  Thanks for reading!

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    And that’s a fajita! 

    Clichés are like bad language – here to stay I reckon. We desperately need them in order to change the record, sound smarter, or grab a spare few seconds while we think of how we are going to get out of whatever hole we managed to fall into :)

  • Connor Keppel

    Amen!  Thanks for reading Elaine!

  • warrenrutherford

    Very good Elaine. Each of your steps, in their own way can have a significant impact in lowering one’s stress levels.  Thanks for sharing.

  • http://www.danielocarroll.com/ Daniel O’Carroll

    Elaine,
    Really enjoyed this and have can personally identify with practically all these tips.Particularly, for point 3, I’ve found (at least trying to) drink less coffee helpful (might sound stupid, but every lifestyle change helps. and I think caffeine is a more powerful instigator of the ‘rush’ factor than most people imagine it to be); point two is a great idea, though it almost invariably feels ‘wrong’,  and the excellence over perfection is a tip that I should definitely pay more attention to (particularly in the realm of web design; as you say, can a website ever be perfect?)

    Thanks for the post

  • John Twohig

    Very informative, common sense approach, the problem is sense is not common at all. People do not know how to say no, I only began doing it in the last 2/3 years. It’s a powerful liberator of time which in turn lessens stress. I enjoyed the post Elaine, thanks for the share.

  • http://www.bloggertone.com Niall Devitt

    Hi Elaine, you always deliver timely articles especially for me (or so it seems). I’ve been feeling a little strain lately so this has really helped me to re-focus and de -stress. Cheers as always, Niall

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Saying NO can provide headspace for other things Fiona. If we neglect ourselves or our business for others, what favours are we doing then?

    Thanks for reading and glad you enjoyed the post :)

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Each stress busting step is exclusive of the other, and not necessarily in order (I should have made that more clear). And yes Warren, when taken with full conviction, they will have a significant impact!
    Sometimes it’s just the small things that can instigate greatest change.
    Thanks for reading and sharing your thoughts :)

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    I had to smile when I read your comment about coffee Daniel :)))
    Energy drinks are probably the worst invention ever! At least coffee is a natural product (mostly) and I have to admit I succumb to its effect every morning, like a true kick in the *** :)

    Point 2 is often the hardest to achieve, simply because we often feel the situation or other person needs to change, not ourselves ;)
    But by changing our attitude, we are not “giving in” but actually taking control. And that is very empowering. 

    A good website will attract traffic and work well for us. When it reaches that point, the good enough is perfect :)

    Best of luck with the caffeine withdrawal!

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    A Powerful liberator of time – that is so true John, and thanks for sharing that.
    I could write a full blogpost on why people do not or cannot say NO, even though it causes them stress or encroaches on their time, it may not get such a positive response as this post :)

    Congratulations on saying NO more!

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Delighted to be of service Niall, as always! Thank you gaining benefit from the points made in the post. Great image btw :)

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Timing always “seems” to be magic, doesn’t it Lorna? It is no coincidence that you found this post after completing your bootcamp – I am just thrilled it had good meaning for you at the right time. 
    We often forget that we have control, and allow our stressful thoughts to control us. The ream of paper is like that weight that we carry on our shoulders, often belonging to someone else too!

    I am looking forward to hearing more about the Charisma Bootcamp. I was going to mention it in the article and didn’t in the end..

  • John Twohig

    Thanks Niall, I feel the business world is beginning to grasp the opportunity that the Social Business Model presents on the innovation and efficiency side of enterprise. As the older management, in my age group 40+, relise that Social is a great B2B and B2C tool they will embrace it. It is the job of the Ahain Group and other digital organisations to keep shouting from the roof tops. This report from MGI is one of many that are coming to the same conclusion and these reports have to put in front of the right people.

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Very interesting read there John.
    I’m glad you mentioned the other benefits of social technologies, besides just in business. I read an article this morning on Finland utilising crowd sourcing, using a new Open Ministry platform to create new laws. Imagine that in Ireland!! Transparency and collaboration? We need more of that, and if social technologies help it spread, then it will permeate throughout.

    And 90% less emails definitely sounds attractive, esp for those getting hundreds of internal messages a day!
    Greta analysis of the report – thanks for sharing

  • John Twohig

    OMG can you imagine the wisdom of crowds being used to design fair and open government, in Ireland, not a hope. I was going to put a 7 letter word in front of hope starting with F and ending in G but thought that might be rude. Yes, Social has the potential to save lives, help literary and numerousy and help keeping people safe.

    We have the power to turn life on its head. Democracy could take on a whole new meaning, but we wouldn’t allow ourselves that luxury as we couldn’t be arsed to demand change. See our existing political woes. Hey Hoe, we can always dream, thanks as always for your considered comment, Elaine.

    PS hope that Train is moving fast.

  • Christina Giliberti

    Hi John,

    Doesn’t that get your brain whizzing and the creative wheels in motion!

    Social has countless benefits and all with people at the very centre (like the perfect customer service model).

    I derive from your report that the uses are productive, analytical, far-reaching, time-saving and innovative. All truly positive outcomes.

    Social has many strings and businesses can really gain a great deal from understanding that social business is about using platforms with a clear objective, utilising their strengths. As your examples show; opportunities await.

  • William Johnson

    Thanks Niall for your input. Yes, you are correct. Many a time we ignore this order fulfilment process and this leads to unsatisfied customers. Systematic order delivery, shipment, time of delivery, secured processing – these things matter a lot to a customer. In fact the process of satisfying a customer starts well before a product is delivered. What do you say?

  • http://www.tweakyourbiz.com/ Sian Phillips

    Thanks for this Niall and including me too. I’ve seen Tweak Your Biz grow into an amazing international site and so glad I was there in the beginning and now Managing Editor. Your commitment and encouragement to me and everyone else is the reason it has grown into the recognised site that it is today.

  • http://www.writeontrack.ie Lorna Sixsmith

    Lovely to be included in this – thank you :)

  • Helen Cousins

    Goodness me – Niall you wrote an article about evergreen content a year or two ago – it was new to me at the time – it seems ‘evergreen’ does continue to work long after you’ve written it, as these are old articles of mine. Thanks Niall! ~ Helen

  • http://www.ahaingroup.com/ Niall Devitt

    Hi Helen, for sure. Your article on “accounting mistakes” is one of the most popular on the website and if anything is increasing in popularity over time. Do a search for “common accounting mistakes” on Google and you’ll see it’s right up there.

  • http://www.ahaingroup.com/ Niall Devitt

    You’re welcome Lorna.

  • http://www.ahaingroup.com/ Niall Devitt

    Thanks Sian, on-wards and upwards we go! :)

  • http://www.bloggingwizard.com/ Adam Connell

    Thanks for the inclusion, Niall. Glad to be in such great company!

  • http://www.ahaingroup.com/ Niall Devitt

    You’re very welcome! :)