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Building Authority Through Blogging        

Yesterday we ran a blogging workshop for Bosch as part the ‘Bosch Global Experience’.

Bosch Explorers

The campaign is being organised by Bosch with its agencies Neteye and MCI and has been three years in the making. Our small part of the puzzle was to run a workshop on how to use blogging to tell the story of the Global Experience.

But what’s the Global Experience all about?

Essentially Bosch ran a competition to find six volunteer explorers from all corners of the globe. These lucky adventurers are now being whisked around the world to look at where Bosch technology is being used in incredible ways.

The 16 day agenda is packed full of activities. Highlights include a look at driverless cars in San Francisco, the World financial Centre in Shanghai and the Panama canal in Panama, although their adventure starts out at Tower Bridge in good old London.

Our mission (which we chose to accept) was to run a workshop on how to use blogging to tell the story of this adventure. With a group of experienced bloggers and social media experts, it was at times more of a discussion than a workshop, but we certainly covered plenty of ground.

Here are some of the key learnings for how to write an engaging blog and to build authority:

1. Start out by understanding why you want to blog, this will help with direction and motivation.

2. Your writing muscles require exercise to be honed. Write 750 words everyday to tone up those muscles.

3. To become an authority there are some core characteristics of good blogs and blog posts we all agreed are worthwhile considering:

* Clarity in writing and design
* Conversational style and tone
* Have a different point of view
* Have an in-depth knowledge of the topic
* Add value to your readers
* Shorter posts are better than long
* Use images to the support the story
* Posts are shared regularly and consistently

4. An editorial calendar will help you to plan your ideas into a structure that tells a coherent story, whether that’s across the 16 days of this journey or the life of your blog.

5. If you think about solving a problem for your readers by answering questions your posts are more likely to be found in Google.

6. There are some useful tools you can use to help you curate ideas and promote your posts:
Hootsuite
Storify
Pocket
Evernote
If this then than (IFTTT)

7. Collecting email addresses is still a valid strategy for connecting with influencers and sharing your content.

8. To get exposure for your writing, you must share it widely through other social media platforms – facebook, twitter, instagram, Weibo, Tumblr

9. Comments are much harder to achieve now than in previous years, but consider using Disqus, Facebook comments or G+ comments to encourage people to comment – also comment on each others’ posts to get the ball rolling.

10. You should use different types of blog posts to engage with your audiences, they do not all have to be long form.  For example: list posts (listicles), how tos, photoblogs, video blogs and so on.

11. Build a pattern and some regularity to engage, for example take a photo everyday at 12.30 to show your journey. Share on twitter with a hashtag.

To find out more about the Bosch Global Experience visit their website here and follow the Explorers on twitter with the hashtag #experiencebosch.

Happy and safe travels Explorers.