Newsblogging – How to Get Readers and Google to Love Your Blog
Do you believe you studied Google should assist human beings to discover articles and posts from the information organizations which are using them over copyright issues? The search giant has no choice however to send traffic to people who are inclined to make their content available on beneficiant terms, and to keep away from indexing content material that others declare copyright to. This has constantly been a thing using online citizen journalism. It turns out that businesses, nonprofit organizations, spiritual agencies, and political campaigns also can be reporters, and that their journalism will have simply as tons influence as citizen newshounds or media moguls if it is well researched and properly produced.
The Origins of Newsblogging
“Newsblogging” is a time period I extra or much less invented to describe a style of running a blog we stumbled onto in 2007, after which subtle at the online PR company, Patron Saint Productions. Our system became innovative and our effects had been great, so I spun the carrier off into a separate business enterprise in 2010. I partnered with a former worker, David Reich, to create SixEstate Communications. I consider that news blogging will swiftly spread within the coming years and we will see a growing share of information tales produced with the aid of personnel groups, no longer media outlets. Let me provide an explanation for why that is going on.
No Time to Blog
We came up with news blogging whilst we discovered ourselves among a rock and a hard location with the new era. The rock is running a blog. It permits “principals” — CEOs, celebrities, spokespersons, political leaders, and so on. — to speak immediately with their parts. The component is, the one’s components now not want to listen from me, the PR guy, the intermediary. They want to listen to the Big Kahuna herself or himself. The difficult place, but, is that the Big Kahunas do not have the time or journalism competencies to blog successfully. The Big Kahunas are supposed to manipulate human beings, make appearances and run organizations, for the maximum part, not write. They don’t have the two hours of attention required each day to investigate and write a put up well worth studying.
Ghost Blogging Gets No Respect
The answer some PR companies and advertising and marketing departments came up with was to lease ghost bloggers; however, ghost running a blog defeats the entire factor of running a blog, due to the fact readers want to listen from the Big Kahuna at once. If you do not expose which you’re using a ghost blogger, you violate all sorts of ethical pointers regarding transparency, authenticity, and disclosure. You risk breaking securities laws. And your threat being outed in a doubtlessly embarrassing way. If you do expose you are using a ghost blogger, human beings lose admire for the credibility of the weblog. While people are cozy with the concept of politicians using speech writers, they’re uncomfortable with the idea of blogs the use of ghost bloggers, even when this fact is disclosed.
For my firm, the biggest hassle became that running a blog is simply too vital to depart to the principals. If the Internet is going to be how human beings find out and study your agency, and the main way of navigating the Internet is through engines like google, and people serps show a robust preference for content material on blogs, well then you’d higher be running a blog, whether the CEO’s proper at it or no longer, due to the fact otherwise you will become invisible through the years. It’s no longer that running a blog is a great concept; it’s a blog or disappears. We discovered a manner out of this tight jam with news blogging.
Enter Kaiser Permanente CEO, George Halvorson. Kaiser is one of the most important HMOs inside the U.S. And Halvorson is the employer’s outspoken chief. In 2006, he prepares an outline of what the idea changed into a compelling plan for health care reform, published it in an e-book known as Health Care Reform Now!, and pushed it to the center of the fitness care debate as U.S. Presidential applicants took their stands main to the 2008 election. We had been hired to push this agenda online.
I had stopped doing weblog tours after a fiasco with Goldman Sachs Vice Chairman Robert Hormats. If oldsters think there may be no civility at town hall conferences, they ought to see the comment streams when debatable figures do weblog tours. The ugliest facet of America is revealed inside the anonymous nastiness that passes for “dialogue” on the Internet. There is not any manner I might advocate a top CEO try and engage in an open debate on the Internet on a subject as supercharged as fitness care reform. The conversation will become dominated by way of rude and profane folks who chase the wise commenters away.
For Kaiser Permanente CEO George Halvorson, we recommended a compromise. We could produce a weblog, but rather than it being ghost-written by way of someone pretending to be George Halvorson, we’d lease a journalist to blog the news, and Halvorson might add the “color remark” while he had the time or when the information begged for it. At the time, I had George “Loki” Williams on my payroll. George runs the blog SocialGumbo — a pinnacle social media weblog — and has a protracted history of investigative journalism on the neighborhood degree. So I put him on the fitness care beat.
Every day, Loki could trip the news feeds for the largest stories in health care reform, then write them up at the weblog. His task turned into to locate accurate journalism on the difficulty, summarize it and factor to it at the news blog. Rather than adding one more voice, the weblog becomes a survey of other voices, and as such, it became quite successful. How a success? The screen capture below shows the Google Blog Search effects. We have been the wide variety-one “associated weblog” on Google for the word “health care reform” 30 days when we released the weblog.