Instead of the preface

Habr is the largest Russian-speaking community of IT specialists. Hundreds of thousands of users come to the site every day, hundreds of IT companies conduct their corporate blogs on the site. It is important to remember that this project is a self-regulating community, which means that the success of the corporate blogging campaign will largely depend on the ability to submit information and interact with the audience.

And before you start to do something, it's important to draw a line between the personal account and the corporate blog:

  • Personal account — you write on your own behalf and under your own responsibility, not associating yourself with the company and not marking the corporate blog in the list of hubs. This does not mean you may do everything - all the tips outlined below will be useful to individual authors and experts.
  • Company blog — in this case you will post the materials as an employee of the company, and not a private person. You broadcast the experience and position of the company, speak on its behalf - all your statements will be perceived as statements of the company, therefore you bear the increased responsibility for every word. It is important to remember this and to maintain restraint and correctness in any, even the most unpleasant situation!

Before creating a corporate blog

Study the project hubs and popular posts

The project consists of thematic sections - Hubs — a sort of shelves for users to split all the content. Everyone who registers on the site can optionally subscribe only to hubs he interested in and read the content only from them - thus, each hub has an audience.

Each post should be tied to some hubs, otherwise it will be left without attention. Placing information in the wrong hub is also fraught with unpleasant consequences. So study the hubs to understand which one suits you best for blogging. Also see examples of poata in each of the hubs (especially the best hub posts) on which you will write - to be aware of what format the materials are written and how the users of the site react to them.

Examine your competitors

Probably one of your competitors is already blogging on our project. Even if he already "picked all the cherries", do not get upset - you can do better. But still spend time studying the activity of your competitor, namely:

  • How long have they been blogging;
  • How many people are involved with blogging;
  • How often do they publish the materials;
  • What topics have they already covered, how detailed and and how qualitatively they did it;
  • How the audience reacted to these materials, which posts scored the highest rating;
  • What did the audience write in the comments to the posts, did they ask any questions;
  • How the company responded to user feedback.

Many publications have mistakes - look for weak spots in the posts of competitors, draw conclusions and try to understand how to do better and not make the same mistakes. Analyzing this information can help a lot. For example, if you do not know what to write about, just look at what posts of your competitors were evaluated especially well - most likely, if you offer a better material on the same topic after a while, it will also be positively received by the audience. And vice versa: if some topics are unclaimed by users, you can remove them from your content plan.

Select the authors

Depending on the subscription plan, the company receives from 10 to 20 invitations, which can be used to invite an employee of your company to the website. Before you start a blog, think about who you'll invite and which of them will perform what task. Involve the most active and technically savvy users to work with the blog (most likely, they have already been registered on the site for a long time). In this case, they will be able not only to write good publications, but also to respond promptly to questions asked, including technical ones. After all, if a press secretary who posted the press release tryes to answer them, it may not work out very well.

One of the mistakes is when the blog is maintained by one account, with the same name as the company name. Users will be less willing to raise karma such an account, and when they'll ask questions, they will not know who exactly is responding to them. And any error can be fatal for an account.

The best option: an account with the company name is used to place "general news (for example, "Habr launches a startup support program") and responses to comments on behalf of the company, and all other accounts belong to real employees (in whose profiles the position and contact information are indicated) so that they can participate in the discussions and users understand who they are dealing with. Using different accounts allows you to "pump" karma to several employees at once, so that each of them can write something, vote (including comments and publications of colleagues), etc.

If you are attracting someone from the site to conduct a corporate blog, discuss all the details with him in advance. If you need help managing your corporate blog, please contact us.

Select the target

Decide for yourself what goal you want to achieve by blogging on the project. Raise awareness of the company and products? Just share the experience of solving certain tasks? Find specialists in the company? To cheer up self-esteem and lead the rating of companies? Understanding the answer to this question will help you build the right blogging strategy

"Welcome" post

Do not make the mistake that will remain with you forever. Consider the format and text of the first publication in your blog. This start, largely determines the further attitude to your posts and to your company.

"Hello, Habr! So we decided to start a corporate blog - we are some company, from somewhere, we have N people in the state, some website, and we create some products. Subscribe to be in the course of all our news "- this is the most correct way to spoil everything without having had time to start. Although no, worse can only be the presence of a phrase like "Write in the comments, what would you like to read in our blog ". Such errors are sometimes forgiven to large companies with a good reputation and known products, in all other cases you will encounter a flurry of downvotes (both publications and the author's karma).

Show the audience that you know where you came to, and tell what information you will share with users. The best option is to tell something useful and interesting (for example, about the implementation of your new product) right after a short greeting (in 1-2 sentences). The first publication as a litmus test - it immediately shows the attitude of users about your company and their interest in your products - if you show yourself well, then further treatment of the company will be appropriate.

It will be easier with subsequent posts, but you still should not relax. Show users that you have come to share useful information, and at first, work only for reputation. If users understand that you have come trivially to advertise and drive traffic to your site, then nothing good will come of it and it will be more difficult to recover later. Technical publications with an inconspicuous reference to your site/product will bring much more benefits than the same links, but surrounded by uninteresting text.

Ideas sources

Even if there is a content plan and you have a large experience on the subject, sooner or later a creative crisis can occur: where to start, where to find ideas, how to build work with materials inside the blog, to remain interesting and fulfill all the goals.

What types of publications exist

  • Company's experience and real customer cases. This is the most popular and valuable type of publications - you share experience in development, management and organization, tell real stories related to clients and projects. These topics are discussed with pleasure by the audience, users tell about their experience or speak about your project, if there was an experience of interaction with it.
  • Open source projects. If you are running your open source project or your employees are actively using third-party libraries and make commits, you should tell users about this experience, reveal the ways of applying solutions or the development history.
  • Tips and solutions for professionals. Check-lists and lists of ready solutions for professionals are in demand enough. By the way, the check-list on the topic can decorate any post. You can also prepare training materials and publish them with a "Tutorial" mark (selected on the layout page of the post).
  • Complex theoretical questions. Complex theoretical questions. In any field, there are notorious "basic issues of philosophy" that cause controversy and are discussed at all conferences. Gather the most complete theory, open it from a different angle - so that readers get into the problem and get involved in the discussion.
  • Historical posts. You can tell about the stages of the evolution of the product, the history of the development of technologies related to the company, or the history of the related problem.
  • Software or hardware reviews. Classic reviews in which you present your solutions, talk about the functional features, features and methods of application. It is better if the review is correlated with the story of how your solution will help solve the problems and tasks of customers.
  • Interviews with experts. In every company there are people with a unique expertise in their field. You can prepare an interview or a series of interviews with such people - about experience and most importantly - about professional advice and secrets.
  • Industry digests. You can create your own unique digest on professional topics (for example, digest of design or system integration digest) and with a given periodicity publish posts with news and useful materials, or even better - with expert comments.
  • Excursions around the office. You can prepare a photo report (or even a video), add professional comments and prepare a virtual tour. Such material is especially good for solving HR-problems (for example, placing vacancies on "Moi Krug", you can give a link to an article about the office and then the candidates will have a clear idea of where they will have to work).
  • Announcements and materials of conferences, hakatons, festivals. For example, decoding of reports, video recordings of broadcasts, stories about solutions to tasks proposed on the hakaton. If you invite to an event or looking for spokesman, do not limit yourself to a short description, but make high-quality preface with topic coverage.
  • Translations. These can be translations of good publications or translations of an articles of your foreign colleagues. If it's a clean translation - publish it as a translation, indicating the type of publication and source. If you add expert comments, then the type of "translation" is not necessary. Do not forget to check if someone has translated the text before you!
  • Your own formats: polls, discussions, trends, etc. Infographics or high-quality thematic comics can also go well (do not forget to put copyrights and links to the originals if you use foreign sources). Do not hesitate to experiment with formats - maybe you will become an innovator, whose successful experience will be taken by others.

Topic sources

In most cases, the main source of topics for publications is your internal and external market analyst. This can be an analysis of the product, the interests of the audience, competitors. You can also see the publications in the relevant hubs, see the gaps, materials of interest and generate your own text based on this analysis.

If there is absolutely no ideas, everything is exhausted and thought out, then you can browse:

  • magazines;
  • conference materials.

This does not mean that you need to copy all the content (moreover, it is not recommended!) - only selective ideas and insights are needed.

What is welcomed in posts

  • Fragments of code, whole programs, configuration files - in general, what you can take and use in your daily practice. If necessary, the code should be provided with competent comments;
  • Analytics, statistics, own or exclusive translation of studies;
  • Real cases (never invent them - you'll get confused in the comments, the audience is sensitive to false stories);
  • Honest tips for using the product, or working process advices;
  • Any practical materials;
  • Steep projects (unusual introductions, complex stories);
  • History of mistakes (fuckups) and ways of their correction;
  • Check-lists.

What is NOT welcomed in posts

  • Badly read and uncommented code or configuration files;
  • False cases or any othe lies;
  • Unchecked facts;
  • Irrelevant subject (for example, stories about how to become a diver or tune yourself up to success);
  • Competitive arguing and black PR of competitors;
  • Comparison with competitors. It is not prohibited, but not recommended: first, the audience will still consider the information biased, and, secondly, you can face problems from competitors - right up to the legal.

Preparing a post

Before you write a post, it is worth doing the preparatory work. Collect all the materials, highlight the main thing in them, make a plan for future post. If necessary, consult with colleagues and collect information from them.

Which materials may be useful?

  • Commented code;
  • Testing results;
  • Cases of the implementation and operation of your product on the client side;
  • Benchmarks.

Checking the facts is a must-have

  • Check all the information you publish, especially if it concerns subjective facts and opinions;
  • Check technical points: formulas, quantities, units of measure, mathematical calculations;
  • Specify the exact names and actual characteristics of the described products;
  • If you mention competitors or other companies, specify their actual names and inscriptions (e.g., not "mailru", but "Mail.Ru Group");
  • Do not forget to specify a link to the source of information;
  • Do not forget to always sign and comment on the graphs. If you took them from a study or other people's materials, rather than built yourself, be sure to indicate the source (even if you translated and redrawn the graph).

How to write

Anatomy of post

Post structure

In general, the publication consists of four parts: the title, the introduction, the main part and the conclusion.

Since the publication is not displayed completely in the reader's feed, the beginning (headline, cover picture and brief text) should be flawless and thoughtful. We conducted a survey of more than 3,000 users, according to which the headline (88.3%), the text before the cut (75.3%) and the cover picture (28.2%) affect the fact of viewing the post most of all..

Header. The header is an extremely important element. It should be catchy, answering the topic and preserving the riddle. Here are several time-tested options:

  • Directly or rephrased use a common expression or meme in conjunction with the name of the product or technology ("CRM: Free lunch included", "Too many cooks spoil the GoPro", etc.). The header should convey the basic idea of the entire post;
  • Use double header ("On the road with clouds: the reality of data centers and the role of SPLA in it"). In this case, the first or second part can be the name of the film, the famous phrase, etc.;
  • To think up a common heading ("Pattern is a heterogeneous hierarchy of QML models"). In this case, everyone understands as much as possible about what will be discussed, but the desire to look under the cut will arise for the most part in the audience, which knows the topic and interested in it.

Directly under the heading is the cover picture or PTAA (picture to attract attention). It highlights your publication in the feed, does not letting it get lost during the scrolling, it is being broadcasted in social networks and sometimes serves as an excellent bait for reading all the material.

Where to get pictures from?

  • From Google.Images or Yandex.Images. Try to abstractly reflect on the topic of post and draw an analogy with the outside world (antivirus - immunity, network monitoring program - cat and mouse, business process - brewing). Based on this, you can choose a picture corresponding to the topic and/or title;
  • From memes (if the policy of the company allows) - you can create your PTAA based on known pictures with memes. However, it is better not to abuse them - this technique is used by many, but not all are competent. First, it is necessary to understand the memes and their applicability and relevance, and secondly, to understand that some memes can anger the audience and incur the opposite of the expected effect;
  • Take from comics and sketches on the topic. Typically, can be found on request in Google.Images by typing "theme + comics/joke/humor/sketch/art/gallery", for example, "C++ joke". Sometimes you can find nice drawing pictures in Pinterest;
  • Use a picture or diagram provided by the customer company;
  • Create it yourself. If you have at least a little knowledge of any graphics editor, you can process the photo and create your own picture. But it should be neat, with a well-chosen font;
  • A photo from a photostock is an acceptable but undesirable option. Use it only if this is the only way to find the right PTAA.

Picture should not be:

  • Blurred, with noise, with large grain or shallow. A small picture may be, but in this case it is better to use left or right alignment with text wrapping;
  • Too large, taking up a lot of space on the page and overwhelming users attention;
  • Not related to the topic;
  • Unedited screenshot;
  • The image with the signatures of the photostock, the author, other notations (mesh, curves);
  • Rough, provocative, violent, criminal, religious, etc.

Introduction — an introductory part, the main mission of which is to attract the attention of the audience and stimulate the readings to continue. Most often it is combined with PTAA and takes place exactly before cut. The introduction should indicate (but not reveal!) the topic and leave room for intrigue. Sometimes it can be implemented as a trigger-type statement of the type "But first things first", "How did we cope with this?" etc. It is better to avoid the hackneyed phrases "Welcome under the cut", "Read more under the cut". By the way, do not forget that you can change the text on the button before the cut and, instead of "Read more", it can be "Let's go", "Let's roll", "How did it happen?" etc.

Main part — is designed to reveal the essence of the problem in one or more blocks, separated by subheadings. Structured material is perceived easier, so you need to take care of the organization of the text, splitting it into sections and paragraphs. If the post is large and well-structured at the same time, you can make a table of contents at its beginning. In the main part, you can use charts and pictures, lists, numbered lists. All these elements provide a switching of attention and preservation of interest throughout the text. What will be written in the main part, depends heavily on the topic and the customer's task, but sometimes next things help a lot:

  • Turn to the history of the question (but not get carried away);
  • Tell about the curious or important case associated with the topic;
  • To tell about two sides of one question (for example, criticism of popular cloud technologies by Richard Stallman);
  • Bring industry statistics;
  • To draw an analogy with events from a world far from IT (for example, to tell how underestimated the potential of the telegraph in connection with the story about the perspectives of electric vehicles).

However, using the above tricks, we should not forget about the main thing - a topic that needs to be revealed in detail and fully. If the subject allows, you can insert a case associated with the use of this technology/service/software/hardware.

Conclusion. James Bond has always knew that the last phrase is remembered best. Therefore, the conclusion should carry in itself a few conclusions, a little advertising (if this path is chosen) and end with a bright proposal, but not a slogan. The main thing is that the publication should not be tattered or seem unfinished.

P.S. Optional element. It should have a small phrase, a reservation, a link with a mention of some technology or a person. If the text from the post-scriptum can be transferred to the conclusion, it is better not to produce excess essences.

UPD (update, addition). Be sure to follow the comments to the publication - if they have an important addition, you can insert it into the publication, where to mention the author of the update will be a good tone .

Poll. In the hubraeditor interface, it is possible to create polls with a single or multiple answers. Voting will be visible to all who read the material.

The author's position and tone of publication

At the time of writing, the author should think like a company employee. First of all, it means that the author should not express his opinion radically or show the attitude to the product/service/company. In a corporate blog, it's better not to directly point onto competitors (unless this is provided by the logic of publication or is agreed with the competitor itself), do not make comparisons with them. As a rule, the author already knows something about the company (as an employee or as an executor of an order for an article) and should pay attention to the style of texts on the site: if the company adheres to a strict style, then the style of publication should be science-popular, if the company is young and provocative software developnemt agency, then the text can include relevant jokes and figures of speech. But in any case, it is worthwhile to avoid enemies of good post:

  • Familiarity (okay, dudes, we've coded some software, we've been hittin' the keyboard for a year - that's how cool it is now);
  • Slang and jargon (code monkey, spaghetti code etc.);
  • Old memes (well, we decided to write our CRM with booze and broads);
  • Contemptuous tone (well, in general, the task was simple, if not to say that nothing: bind our soft to the bus host-adapter).

Content usefulness

The task of a post in a corporate blog is to inform, attract the attention of the audience, get new subscribers, conversiob to the site, etc. However, you must avoid frankly advertising style and text overflowing with links. It is better to build a publication on the principle: 75-85% of the usefulness / 15-25% of advertising. This can be done in three main ways.

  1. Present the company at the beginning and continue to tell a story about something interesting on its behalf. And the presentation should not be like "Hello, Habr! We are a company XXX, we sell steep warehouse programs and we'll tell you about why they are cool" . It's better to start with introductory sentences, and then go on to the presentation: "On numerous sites for business, there are lots of questions about specialized warehouse accounting programs." Business representatives who need warehouse software set out their requirements, but they never get the desired answer to their question.Our team of developers XXX has been working for five years to create an ideal warehouse accounting system. The way was not easy, and we faced a number of problems that we want to share, and at the same time to respond to all the accumulated questions".
  2. Throughout the text several times mention the company or product, optionally adding links. "The main problem with warehousing software is creating a package of closing documentation.We decided to create a package of closing documentation in XXX by means of auto-complete forms using the PHPExcel library. Working in the XXX Warehouse program, the user fills the fields of the shipment card, and the data is automatically sent to the Excel file, from which the form of the document is printed".
  3. Write about the company in the conclusion of the footer or just in the text. Perhaps the most undesirable option, as not all will finish reading to the end. "If your working time does not allow you to make the settings yourself, contact the company XXX and our experts will do everything in the best possible way".

7 commandments of successful content

  1. Do not promote the product - promote customer solutions with your product;
  2. In your stories, the product must meet the needs of potential consumers;
  3. Work on goals, but do not try to reach them at all costs;
  4. Look for fears of your audience and reveal them in the content;
  5. Ask your techies, but do not terrorize them;
  6. Be an redaction team. Everyone can criticize, but not everyone can help to refine the material;
  7. Marketer! Know your product! Any error in description can be fatal.

Simple rules of a good post

Here everything is as simple as possible and does not differ from the rules of thousands of redactions around the world.

  • Check spelling and punctuation;
  • Specify the exact spelling of an unfamiliar term and its meaning;
  • Explain the abbreviations when they first enter the text - there is a separate ABBR tag for this. Well-known abbreviations (IP, HDD, GSM, 4G, SIM) can stay unexplained;
  • Use a long dash and a short hyphen
  • Avoid too short and infinitely long sentences. Use sentences of different lengths to distribute the attention of readers;
  • Avoid office style and bureaucracy (e.g. this tool, based on the above, according to the established recommendations) - this will not make the text more solid, it will make it unreadable.

Post markup

How to beautifully and competently design the post, is written in a separate document.

How to speed up the markup

Rarely when a steep publication turns out to be written in one breath - usually it uses third-party services, the most convenient of which is Google Docs. In addition to working with colleagues, it gives one more secret advantage: you can shorten the markup time to several minutes. It is enough to copy the text together with the pictures and paste it to the habraconverter. It converts the text from the document into a non-ideal, but already adapted habramarkup.

What you need to remember to work with the converter was successful?

  • The main subheaders in the text should be made with "Heading 2" style, secondary subheaders with "Heading 3" style. After converting, they will turn into tags <h2> and <h3>. When you edit the markup, in the body of the text on Habr there should be an indent before the title of any level, but after it there should not be any indent.
  • Do not compress or crop images with Google Docs tools - the originals will be included in the final markup anyway. Crop and compress the original images that you insert into the document.
  • Sometimes the habraconverter does not correctly handle some tags, so do not forget to check the markup before publishing.

Secrets of the markup that make your material look beautiful

  • Habr does not accept CSS-styles. Don't even try.
  • If your post has a large table, you can try to make it, but it will be much faster and nicer to insert the table with a picture.
  • You can color the subheadings <h2> and <h3> in brand (or any you need) colors - to do this thisyou need to put the subheader in the tag <font color = "# 000000">Subheader</font>, replacing #000000 with the hex code of the desired color. But do not abuse the colors!
  • Lists often look untidy. To make it pleasant for readers, always separate the beginning of the <ul> or <ol> with an indent, and remove the indent after the closing tag of the list </ul> or </ol> . If the items are large and occupy more than one line, before the closing tag </li> of each element, place <br> or <br/>, it will visually discharge items.
  • If the company has a compact logo, you can mark a list of large paragraphs not with a standard tool, but simply inserting a company logo in the size of 16×16 at the beginning of the paragraph.
  • If you need to cut some part of the text with a line, then apply the <hr/> in those places that need to be separated. Before the <hr> you need to put an indent, after it - you don't.
  • After publishing the material, do not forget to check how it looks on the mobile device (especially the tables).

Working with feedback

After you wrote and published the post, it's life is just beginning.

At once a few tips of the red level of importance

  • If you have many friends with the right to vote for a post on Habr, do not ask them to upvote at once. It will be suspicious if at 100 views the publication will score a rating of +15.
  • Even if the first votes that your post recieves are downvotes, this does not mean that the material is bad - wait for a while and try to understand what caused the negative, especially if it is sharp. If something is really bad, this is usually written in the first comment or in private messages.
  • Comments - not a place for ridicule, rudeness, foul language etc. "You are the fool" principle is also not the best solution for discussion.
  • It is not necessary to create multiple accounts with Read & Comment; rights to compliment the published material or to ask questions - users can look in the profile and unfair play will be revealed.
  • Commentators, for the most part, are adequate and even the most acute negative can at least be smoothed.

Recommendations for working with comments

Each comment is a separate conversation, behind it there are different and real people. Below in the table there is an approximate classification of comments and variants of reaction to them:

Tone of comment Example Recommendations
Sharply positive Thanks for posting! Was looking for such material for a long time! Moderate thank (not just "thank you"), reveal the topic. Yes, you are right, there are not enough materials, we collected all the expertise. We hope the material is useful to you.
Sharply negative Publication is garbage and marketing bullshit. Obvious evidence - and not a single real case. This is not Habr. Either ignore, or ask for clarification of the position. We had a goal to tell about ... This is a topic of great interest for our customers, which arouses lively interest. You probably have more information on the issue, please share with the community.
Positive An interesting publication. We, in our work, preferred to use Firebird, instead of MySQL so it was more convenient, and it is easier to port data. You can not thank, but may continue the conversation on the context. We also looked at Firebird, but we had problems with scaling and sharding. But it was in the old version, it is necessary to see what has changed.
Negative Very superficially - where information about access rights, backups, configuration files settings? Your publication is about nothing. If everything above is in the post, you can politely suggest reading the material more carefully. Hint at the development of the topic or ask a counter question on the topic, which immediately disarms the imaginary expert and will start a dialogue with the real one.
Neutral I would add that to select a database, you need to make your benchmarks, and not rely solely on benchmarks of database vendors. To develop the conversation, to thank for the additions, initiate a discussion.
Personal negative Only now it's impossible to sign up to your system, and the design is horrible. Ignore or moderately answer on the essence of questions - in the style of technical support.
Trolling Looks like you've bribed some officials to get this order. How much have you payed? Ignore or take away from the topic by asking a counter question. Never enter into political, religious, racial disputes.
Competition And I liked the program GorGazSoft, user-friendly interface, is deployed in the cloud with a couple of clicks. This is not prohibited, if not impudent - either ignore, or indicate that the market is highly competitive, but it is you who give ... (and list the most wow-benefits again).

In the comments you can not

  • To be led on provocations and to lose composure;
  • Insult, rude, go to the person. A special case is if you are openly harmed. For example, in comments to the publication of one of the companies, a former employee appeared and began to drag you through the mud, shaking out internal secrets. An exit: directly and frankly to write, why this employee was fired;
  • To abuse irony, sarcasm, memes and black humor;
  • Threaten with a decrease of karma, complaints to the administration, the director of the opponent, the court;
  • Express a personal opinion - as already mentioned above, remember that your opinion is being associated with the opinion of the company.

What else should you remember?

  • The publication lives a long time, and new reactions and comments may appear, including on other sites and in social networks - watch them and work with them necessarily.
  • Do not forget to approve comments written to your post by users with Read & Comment rights - especially if these are adequate messages on the topic.
  • Once again: the troll army you create is your enemy, which will be found and directed against you. Do not produce such!
  • No need to try to deceive the audience, posting only a press release or poor article - reputation is easy to lose and difficult to restore.

Common mistakes

We all live for the first time and make mistakes, choose the wrong ways. But, as they say, smart learn from other people's mistakes, stupid ones - on their own. So remember:

  • Periodicity of publications

    There were companies that wrote 3-4 publications a day. The key word is "were", as the quality of publications grew into a number and users noticed this - they had no choice but to include a "protective mechanism" in the form of downvoting publications of the company. Practice shows that only really big companies, with a huge number of departments, information guides and authors can write that often - Google, Microsoft, Yandex, Mail.Ru and others. If your company does not belong to such giants, try not to do more than one publication per day. The optimal pace is 2-3 publications a week. At the same time, very rare publications (one per month) - not a mistake, but the blog in this case will be used less efficiently.

  • Incompetent author of the publication

    Blogging on the Habr should not be done by a receptionist - this should be done by a person who understands what Habr is. And also the differences in the publishing a post on Habr from its publishing, for example, on "LJ". Throwing blog on one employee is also wrong way - most likely, he just can not write for a long time oftenly, interestingly and at a good technical level. The best option is team work, when each employee is responsible for a specific topic or type of the post.

    All technical details of each publication should be written by a competent (in the publication subject) employee of the company, who, if necessary, will be able to answer questions from users. In this case, not every "technician" can write fully finished material - the finalization of the material to the final state is better be delegated to the content manager, correcting errors - corrector, and preparing illustrations - for example, the designer. If your company has a need for such assistance, let us know.

  • Non-standard way of writing text

    If you...

    • Put the smiley after each sentence :) or even inside the sentence)))
    • Write. Very. Short. Sentences;
    • Or vice versa, very long sentences - so long so that during the reading of the sentence, any average user of the site loses the thread of your narration and forgets what it was about at the beginning of the sentence, or loses reading space due to a random scroll of your text while reading somewhere in the bus or in any other public transport;
    • You abuse slang and do not put cut in longrids;
    • Use incomprehensible (or understandable only to you) abbreviations without decoding and forget to insert PTAA;
    • Familiar wildly or, on the contrary, too official;
    • Unfriendly with the grammar, and, lazy to fix even those errors that have been marked out by Word/Chrome;

    ...then, most likely, you will be told about it in the first comment, and the focus of further discussions may shift to where you did not plan. Or they will insult you and downvote your post - anything can happen. Therefore, the advice is simple: pay attention to how to do it, and how - not. Do not be shy before posting to show your publication to colleagues in order to get criticism - maybe they will offer useful edits (add/fix/remove).

  • Forgot about John

    Sometimes collective work has side effects, which can also negatively affect the final result. For example, someone from the staff writes material and leaves in the note like "check this information with John", "do not forget to hang up an advertising link here," "decipher the abbreviation for the dumb" or "there will be an incredible beauty screenshot". And then, the person, who places material on the site, simply copies without looking at all the text and inserts it into the form of writing the publication. Just one such phrase can spoil the whole publication or even the attitude to the company as a whole. Therefore, when preparing a publication, there is a well-known proverb: seven times measure - one cut.

  • Absence of PTAA

    Also known as Picture to Attract Attention. If the publication does not have such a picture, then in the site's feed (and in social networks) it will be a small inconspicuous record that everyone will accidentally miss.

    Approach the choice of a picture in the advertising part of the publication as responsibly as possible: it should not be very large (to fit on one screen together with the title and introductory text) and on the topic of publication. Excellent are all sorts of memes, but inept and/or inappropriate usage (too frequent also) can play a cruel joke.

    Use only high-quality images - if there are JPEG-pictures of awful quality or screenshots on which you can not see anything, then you will be definitely noticed about it.

  • The text is too promotional or there are a lot of links in it.

    The audience of our projects is far from stupid and often knows how to read between the lines. Therefore, it is better not to fool and veil the advertising message of the publication, and openly write about your intentions - it will be more honest and effective. In everything, you need to know the measure - frankly advertising publications from time to time nobody will like. The same goes for the links in the text: if you insert ten links instead of one, but clicks from this will not increase.

  • No response to feedback from users or it is negative

    Many people like Habr for the fact that the project has hundreds of IT companies, with which users can communicate directly. If readers ask questions in the comments, they are waiting for them to respond to company representatives. Try to avoid answers in the spirit of "We passed your question to a specialist, he will respond soon" and negative answers to users. If there is a starting conflict with the user, then try to resolve the problem not publicly, in private messages with the user.

  • Useless post

    Most important. Even if you took into account all the advices (described above) and placed the publication in prime time, but it does not bear a useful semantic load, you should not wait for a miracle: there will be no tens of thousands of views, no giant ratings, no hundreds of comments.

    But the opposite is true: even if you made some mistakes, but you have incredibly useful and "explosive" material, even on Christmas's Eve you will be read, commented, added to favorites and reposted in social networks.

As a homework

  • Read the help section

    You will find it useful to learn about the operation of the main mechanisms: types of accounts, invitations, karma, rating, voting and other.

    All this is written in detail in help section.

  • Study the FAQ for companies

    It is located in the administration panel of your corporate blog - it has answers to many questions that are not in the "general" reference section.

  • Try to make a beautiful post

    Sometimes for a beautiful design users forgive some mistakes - if they see that the publication is framed with a soul, they will willingly vote for the rating of the publication and the author's karma, will be more loyal in the comments. And in general, to read beautifully designed material is much more pleasant than a sheet of text. Recommendations for the design of publications are written in separate section.

For all the time on our projects there was not a single company that would regret that it had launched a corporate blog; some of them wrote about their success stories - it is not so difficult to find these publications. But there were those who led the blog incorrectly and/or ineffectively, because of what the impressions of the projects were negative. And following the above tips will help you avoid many troubles, improve the quality of publications and increase the efficiency of posting on our projects.

For assistance in managing the corporate blog or for any questions about our projects, you can always contact our managers at corp@tmtm.ru.

We wish you success in work on publications!