cs meet up case study nell kauls
TRANSCRIPT
![Page 1: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/1.jpg)
CASE STUDY: SEWARD INC. BLOG NELL KAULSHow content strategy could have saved my web project
![Page 2: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/2.jpg)
THE SITUATION
We wanted to start a blog to:•Tell the world about what we do.•Tell stories about our international work. •Build content pages on our new website.•Drive traffic to our site.•Have content to share with social networks.
![Page 3: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/3.jpg)
THE SITUATION
Things started out really well:•We met our goal to publish weekly.•Posts were interesting and timely. •Pages were indexed and getting traffic.
![Page 4: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/4.jpg)
WHAT WENT WRONG
Signs of blog anemia were showing. We were: •Publishing only every 2-4 weeks.•Relying heavily on list blogs (posts lacked diversity).
![Page 5: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/5.jpg)
WHAT WENT WRONG
Signs of blog anemia were showing. We were: •Republishing content.•Relying on a few key people to write posts, rather than company-wide participation.
![Page 6: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/6.jpg)
WHAT WENT WRONG
Serial blog posts not so serial.
Hey! I made it just shy of a year.
![Page 7: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/7.jpg)
WHAT I LEARNED
• We were way too informal and casual with our publishing goals.
• You say: Volunteer to write for the blog!People hear: This is optional and not a priority.
![Page 8: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/8.jpg)
WHAT I LEARNED
• Company leadership needs to buy in to the blog and “encourage” participation.
• Leadership needs to state the business case for the blog.
![Page 9: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/9.jpg)
“We needed content strategy because without it our blog would have limped along at considerable risk to our reputation.
![Page 10: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/10.jpg)
HOW THINGS HAVE CHANGED
• Assigned a blog editor.• Stated the business case for blogging.• Required company-wide participation,
including international employees.
![Page 11: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/11.jpg)
HOW THINGS HAVE CHANGED
Created an editorial calendar with dates, topics, and blog ideas.
![Page 12: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/12.jpg)
HOW THINGS HAVE CHANGED
• Established an editorial process for blog posts. • Communicated the process to all contributors.
![Page 13: Cs meet up case study nell kauls](https://reader033.vdocument.in/reader033/viewer/2022052822/554bad4eb4c905ae618b5550/html5/thumbnails/13.jpg)
HOW THINGS HAVE CHANGED
Gave people access to writing tools.
Posted editorial calendar and Seward Style Guide on intranet.
Bought copies of style guides for reference.