CONTENT STYLE GUIDE
INDEX WHAT AUGURE IS? PROBLEMS THAT WE SOLVE FOR WHOM ARE WE WRITING FOR? OUR BLOG GUIDELINES USER EXPERIENCE THE CHALLENGE OF CONTENT WHY COULD YOU WRITE ON OUR BLOG? HOW TO PROCEED 2
WHAT AUGURE IS? PR & INFLUENCER ENGAGEMENT SOFTWARE 1 2 3 IDENTIFY your key Influencers monitoring their publications in online media, blogs and social media ENGAGE with them through email, content sharing, social networks... MEASURE the results of your actions and interactions with them 3
PROBLEMS WE SOLVE Online media, blogs & social monitoring Journalists database management Influencers identification through our search engine Journalists & Influencers engagement: emails, press releases, social interactions Journalists & Influencers product loans management Automative reports of all your communication activity 4
FOR WHOM ARE WE WRITING FOR? DIRCOM Manage the whole communication of the company PR EXECUTIVE Responsible of the public relations activity PR & COMMUNICATION AGENCIES Working with brands and companies in boosting their PR & Communication MARCOM Manage from a global point of view the marketing & communication strategy of the company 5
WHY COULD YOU WRITE ON OUR BLOG? To share your knowledge about PR & Communication with other professionals. To become important in this field: Work your personal branding! To get followers on Twitter (Why not! ;P) To get visibility in other countries (your posts will be translated to english, spanish, french, italian ) 6
WHY COULD YOU WRITE ON OUR BLOG? More than 25K monthly visits to our blog More than 8K followers in social networks Activity and audience in France, Spain, Italy, Belgium, Switzerland, USA, Latam Jay Baer, Brian Solis, Joe Pulizzi or Jason Falls have already participated at our blog 7
OUR BLOG GUIDELINES 8
OUR BLOG GUIDELINES CATEGORIES WE HAVE: AGENCIES RESOURCES CONTENT MARKETING INFLUENCER MARKETING ONLINE AND SOCIAL MEDIA MONITORING PR AND INFLUENCER MARKETING REPORTING PR CAMPAIGNS AND CASE STUDIES PRESS RELEASES, EVENTS AND OTHER INTERACTIONS REPUTATION MANAGEMENT SOCIAL MEDIA AND DIGITAL COMMUNICATION 9
OUR BLOG GUIDELINES TYPE OF CONTENT WE PRODUCE [FORMATS]: BLOG POSTS/ARTICLES INTERVIEWS VIDEOS INFOGRAPHICS WHITEPAPERS WEBINARS REPORTS/STUDIES 10
OUR BLOG GUIDELINES WHAT KIND OF BLOG POST COULD YOU SUGGEST US? How to posts (Ex. How to use Twitter for doing Digital PR ) Top Lists (Ex. The 10 best influencer marketing blogs you should follow ) Debates over controversial topics (Ex. A great example of Online Crisis Management Buffer ) Pro/Con lists Ex. The 10 Do s and dont s of using Youtube for doing PR ) Special Data content (Ex. 10 communication campaigns about Movember, How to make your Influencers fall in love in Valentin s Day ) Interviews to communication practitioners (Ex. Jason Falls interview ) Market events coverage Communication campaigns analysis (Ex. 10 best communication campaigns of 2014 ) Your blog posts can integrate embeded external or internal videos, infographics, Storifies, Dipity timelines, Slideshare presentations, etc. But IMPORTANT!: they can not represent more than 50% of your post. 11
USER EXPERIENCE WHAT WE CONSIDER GOOD CONTENT? THE 5 COMMANDMENTS Consistent and logical organization Interesting, relevant, accurate, complete, concise Text that is easily skimmed: headline, language and style, form Impeccable spelling and grammar Appropiate and consistent text styles 12
USER EXPERIENCE CONTENT SHOULD PROVIDE A POSITIVE, VALUE-ADDING EXPERIENCE FOR OUR USERS ADVERTISING Not spam language and regerences integrated on the blog post content Content cannot contain link-backs to low quality content to boost your own SEO AUTHENTICITY Content cannot be copied from another different site Content should illustrate a clear understanding of the intended subject matter 13
BEFORE WRITING JUST FOCUS! Think about what you want to talk and the main keyword you re gonna boost [see more on the following slide] 1 3 If you are going to talk about online crisis, try to use this expression with some frequency 2 Develop a coherent structure: how are you going to structure your post? (5 rules?, 3 tips?, etc ) Start with the problematic + topic development + conclusion 4 Use bullet points, H2 and H3, short paragraphs, etc. to build a cleaner and more structured blog post 14
BEFORE WRITING JUST FOCUS! 7 TIPS TO OPTIMIZE YOUR BLOG POST Concentrate in 1 or 2 keywords as too much Write articles of at least 300 words Try to include the main keyword on: the title, the first sentence of the first paragraph, at least one heading within the content It s not necessary to use exactly the same keywords all the time: look for synonyms Include quality outbound links Use concise sentences when writing: easy to read Highlight with bold text the most important phrases or that include the main keywords 15
CHALLENGE OF CONTENT WOULD YOU BE ABLE TO GET A POST WITH ALL THESE ELEMENTS? www. @ THE CONTENT CHECKLIST Data and/or examples supporting your arguments (studies, brands cases, etc.) Internal links (to related posts in our blog) External and quality links (to some other resources: blogs, websites, online media...) Mentions to Influential people on the Internet (tweeters, bloggers or Influencers who talked about this topic, or that are related with it) Embeded elements (tweets, Facebook or Google + posts, storifies, videos, etc.) 16
HOW TO PROCEED ARE YOU CONVINCED? HOW TO PROCEED: Keep in contact with our Content Manager by email at gina.gulberti@augure.com, sending her: The link to your social profiles, website or blog A little bio (2-3 lines) Your Gravatar email profile (we would need you create one in case you don t have it) Send us your blog posts proposals!: 3 4 topics and/or articles you would like to write on our blog and how will you structure them -5 tips, 3 steps, etc-, resources you ll use ASAP WE LL LET YOU KNOW WHAT S THE BEST PROPOSAL TO START! ;) 17
HOW TO PROCEED EDITION & DIFFUSION Send us your blog post in Word format, including the links and bold sentences you would like to highlight inside the text The essence of your article will not be modified in any way, although they may be edited to improve the quality of text or structure 18
COPYRIGHT You will always sign your posts at the beginning of the content, like you see above: 19
IMAGES LINK Flat design vector illustration concept for online services. Concepts for web banners and printed materials. Vector abstract background. Gray lines Flat design concepts for business and finance. Concepts for finance, taxes, bookkeeping, accounting, stock market news, strategy and planning, marketing, e-commerce, market research, business. Set of flat design illustration concepts for video and digital marketing. Concepts for web banner and promotional material. Flat design concepts for online education,online training courses, staff training, retraining, specialization, university, tutorials. Concepts for web banners and promotional materials. flat design vector illustration concept of ecology 20
DO YOU JOIN OUR CONTENT EXPERIENCE? Write to: gina.gulberti@augure.com
blog.augure.com @augurespain AUGURE SPAIN C/ Orense 25 28020 Madrid-