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Ready, set, blog
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If you want to get employees involved in blogging, start with training. This presentation is intended to educate Akron Children's Hospital's employees about its blog, and how to participate in blogging.
Transcript of Ready set-blog
Ready, set, blog
Inside Children’s Blog
Launched in 2009, Inside Children’s is our online community that provides inspirational patient and staff stories as well as information about health and parenting, hospital news, fundraising activities and more.
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Why do we blog?
• To increase brand awareness and engagement
• To strengthen our social media and PR/marketing initiatives
• To raise awareness of hospital news and events
• To position Akron Children’s as a leading pediatric expert source on health and parenting topics
• To support the hospital’s philanthropic goals
• To support the hospital’s recruitment and retention efforts
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Who are our ideal readers?
We are reaching out to those who may already have a connection to Akron Children’s. We hope they want to strengthen that relationship by reading the inspiring stories of others, as well as share their own.
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What is the blog’s core message?
The core message will convey our brand promise of caring for each and every child as we would our own.
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What’s the personality we want to convey?
Conversational Warm
Creative
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Basics of blogging
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Where do we begin?
Start by listening.
Listen to what’s being said before diving in. Monitor the blogosphere and respond to what else is out there.
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Rehearse
Tip• Write 5 or 10 posts before going live.
Practice, practice, practice writing. Writing is a craft that requires both talent and acquired skills. You learn by doing, by making mistakes and then seeing where you went wrong. –Jeffrey A. Carver
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Make it conversational
• Pretend like you’re sitting down for a cup of coffee with your readers.
• Use contractions. Have you ever heard someone speak without using contractions?
• Move readers emotionally through your words, language, real-life experiences, metaphors and humanity.
Write as if you’re speaking directly to your readers.
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Keep it short
• Keep posts to about 300-400 words. If you need more
than that, you have enough for another post.
• Keep paragraphs short. Sometimes all you need for a
paragraph is one sentence.
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Keep it interesting
• Draw your readers in. Grab people’s attention with
compelling and punchy headlines.
• Use lists. Readers love lists. They’re easily
digestible nuggets and entry points for the eye.
Add interesting pictures,
visuals and images. Close-
ups are typically preferred.
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Ideas for topics
• Share compelling patient stories
• Piggyback on a news topic or research study
• Share a story of something that happened in your personal life
• Create a list of links to online resources in a single post
• Take a post or article from another location and repost a significant part of it as a blog post with brief, original commentary
• Share impressions, opinions and insights from an event
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Remember
Before writing a blog post, ask yourself:
• Who am I writing for?
• What’s my message?
• How do I want them to feel?
• What do I want them to do?
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After you post it
Now, it’s time to share it.
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Questions?
Contact:
Andrea Joliet, Asst. Director, Interactive Marketing
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