How to blog effectively with Lee Sherman, Intuit, at Connected Marketing Week, San Francisco 2010

Anna Marie Virzi, ClickZ, interviews Lee Sherman, Intuit, at Connected Marketing Week, ClickZ Blogworks Forum, San Francisco, 2010 on the subject of how do you guide an army of bloggers. Lee says Mint.com integrates an editorial approach towards its blogs, bringing many outside voices and creating an online magazine. Lee says his company’s blogs incorporate editorial calendars, voice guidelines and style guidelines for writers. Mint’s blogs focus primarily on finance and in order to do so effectively, integrate information graphics to explain complex financial topics such inflation and/or how the FED works. Lee concludes with some tips on how to manage and guide a group of bloggers; these include hiring journalists, not marketers, creating compelling, entertaining and educational content, and finally promote your blog using social media tools and SEO to engage and attract your audience.

Duration : 0:3:22

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