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What No One Ever Tells You About Blogging and Podcasting

December 2007

Reflections on our Second Year as a Strategic Blogging Service

The holidays are upon us, and things have been picking up here in the Scout office this season! With some new clients getting ready to launch their blogs, and another client's blog underway, we've hardly had time to dedicate to this blog! But that just means that we've been busy, and that's certainly a good thing. Reflecting back on this year, we're proud to have helped many clients develop blogging and social media strategies.

Appistry. This company helped us to really develop a broad understanding of what's happening out there in the most deep-rooted industry of blogging - technology. Since technology experts were the first ones taking advantage of the Internet, it only makes sense that they were also the first ones to blog. While social media and blogging has certainly evolved over the years, we found that there's a very rich network of blogs and other social media outlets dedicated to the sharing of technological knowledge, from Java programming tips and tricks, to the more business-oriented strategies for upper level IT managers and CIOs. Appistry develops a product that they have entitled "application fabrics", which offer clients with ways to ensure their data is safe, secure, and accessible. We found ourselves plunged into forums and blogs stretching from Microsoft to Apple, Sun Microsystems to freelance coding enthusiasts. We're grateful to this client for helping to expand our realm of knowledge not only of these technological concepts, but of the audience and participators in technology-driven social media.

TrueJeans. TrueJeans has provided us with a glimpse into another very active social media community - fashion. As a new company breaking into business by offering an online tool to help men and women find the 'perfect fitting jeans', TrueJeans has an edge to offer in an extremely competitive, cutthroat industry. Through our research for TrueJeans, we've been exposed to the many different faces of fashion in blogging and social media. We've found that forums are not only constantly populated with bargain hunters and upscale fashionistas, but with men looking for a great fit as well! Blogs are brimming with celebrity style reports and online coupons. There are fashion shows and behind the scenes fashion interviews on YouTube. For TrueJeans, launching their blog has really been a window to their customers. It's helped them to stay on top of the latest trends as well as make their voice heard about social issues like Dove's Campaign for Real Beauty, and TrueJeans' recent partnership with the National Eating Disorder Association to help women be aware of these diseases and learn to embrace their bodies-both efforts of which we at Scout are proud to be a part of.

Spherion. As one of the top employers in America, and North America's 6th largest staffing firm, Spherion is no stranger to connecting to people and finding out what their strengths are. We were delighted to be able to provide a way to further reach out to their audience - prospective job applicants, companies looking to hire, retirees, recent college grads, really anybody looking for, leaving, or currently at a job. Through our research for and communication with Spherion, we discovered that the development of their blog, The Big Time, was just what people were looking for. More and more people are turning to the Web for advice and knowledge, just as more and more people are turning to the Web for job postings and business communication. By exploring these areas of the blogosphere and forums, we were able to provide Spherion with the advice needed to establish an authoritative career blog.

In addition to these 'big three', we've also helped a medical device company monitor medical forums, and a market research firm develop a strong strategy should they decide to venture into corporate blogging someday. We have to keep them anonymous for now, but that doesn't mean that we haven't valued our partnerships with them and wish them the very best.

Carlisle Wide Plank Floors. As for up and coming projects, we're looking forward to launching a blog next month called Surface for a New Hampshire-based hardwood flooring company called Carlisle Wide Plank Floors. The blog will have multiple authors and we've already met all of them and can say firsthand that they're a great group of people! We'll leave it at that for now, but there'll be more news ahead once we're up and running, so be sure to check back later in January.

HomeAire. We've also just launched our first client blog utilizing our new content services, air quality company HomeAire's Clearing the Air blog, and you can read all about it in our previous entry.

For now, we're excited to ring in the new year with some new endeavors, and continue help our current clients stay on the cutting edge of social media in their industries. As we develop more and more understanding of different niches and industries, we're excited to see how we might be able to help similar companies in the future!

Tags: appistry, appistry blog, blogosphere, carlisle wide plank floors, corporate blogging, fashion blog, home aire, home aire blog, homeaire, homeaire blog, new scout clients, scout clients, scout corporate blogging services, scout services, spherion, spherion blog, spherion the big time, technology blog, true jeans, truejeans, two years of scout
Filed under: Blogs Developed By Scout, Social Media

Posted by Lesley Anderson on December 26, 2007 10:00 AM | | Comments (0) | TrackBacks (0)

Announcing a New Blog for Living Greener and Cleaner

One of our newest clients,, just officially launched their corporate blog, "Clearing the Air" last week. HomeAire is a subsidiary of Spruce Environmental Technologies, a company of super nice folks up in Ward Hill, MA who are passionate about the air we breathe. They offer products ranging from indoor air purifiers to central vacuums, dryer booster fans, and radon testing kits. After getting to know them and familiarizing ourselves with their products and services, I think we're all feeling the need to check our air and get tested for radon. Who knew it was so prevalent in homes today?

The reason I'm talking about this client in particular is because HomeAire marks a new turn for us in the Scout services road. We've been trying to figure out new ways to better serve our clients, and one thing that has always stuck out has been the fact that often times, clients want a corporate blog, and they understand the benefits and agree with the concept, but they either don't have the time, or don't want to be writing it themselves. Upper level executives are particularly busy, so having the pressure of their jobs heightened by the pending topics sent to them by the Scout team can cause them to feel overwhelmed.

Taking these thoughts into consideration, we've expanded our services to include content development. Now, companies have the option of either: a.) going the more traditional route of having our blogging team send over topic ideas with strategic advice, coaching the company's bloggers on what to write about and how to optimize for search results, or b.) the new approach of directly writing the content for the blog, optimized and approved by the company. This still allows executives and employees the option of updating the blog if they so choose, but the pressure of frequently writing enriched content is eliminated.

Now, you may be thinking, "but I thought you were against ghost blogging!" There's a fine line there, between what constitutes ghostwriting and what doesn't. By submitting posts under the username of "The HomeAire blogging team", we're acknowledging that we are working as their blogging team, without appending another individual's name to our content. Understandably, this can be a touchy subject with many, but we like the happy compromise and the opportunities that this allows. If someone comments on the blog, a knowledgeable representative from HomeAire can directly respond without causing confusion of having different names.

We're really excited about this new venture and hopefully other clients will see the value in our content writing services in the future. Feel free to head over to HomeAire's blog to see some of our work, and happy holidays!

Tags: blogging strategy, content development, corporate blogging, ghost writing, ghostwriting, home aire, home aire blog, homeaire, homeaire blog, new blog, new scout services, scout services, scout services blog
Filed under: Blogs Developed By Scout, Social Media

Posted by Lesley Anderson on December 21, 2007 1:34 PM | | Comments (0) | TrackBacks (0)