Blogging for impact

Chris Jordan Communications & Uptake Manager @chrisjords

Hugh MacLeod / CC

Research blogs: too much stock, not enough flow?

http://wonkcomms.net/2014/06/30/disrupting-wonkcomms/

A different role for comms/uptake staff?

Think more creatively about blog content

Launching the International Research Institute on Brazil & Africa

Website launched Feb ‘14, but research wasn’t due until September ‘14.

We wanted to establish an audience, so had to be creative about blog content.

Here are some techniques we used.

www.Brazil4Africa.org

Establishing character & identity

Post relevant images doing the rounds on twitter to the blog.

www.brazil4africa.org/

this-is-progress

Establishing networks & allies: flattery

Highlight where other people/orgs are doing great work – especially where they had sharable content.

www.brazil4africa.org/

growth-is-not-enough

Establishing networks & allies:

methodology

* Use slideshare: great for

wordy presentations!

* Share the detailed

methodologies - for other

researchers

www.brazil4africa.org/

the-local-impact-of-bolsa

-familia-transfers-

methodology-masterclass/

Refining messaging:

Use blog posts as a testing ground for new messaging and arguments.

www.brazil4africa.org/

brazil-a-role-model-for-development/

Refining messaging:

When commissioned to write a comment piece, we were able to turn it around rapidly – as much had already been rehearsed on the blog.

bit.ly/1m9PMKp

Refining messaging:

We continued to refine messaging throughout the project. Here we tried to condense the 10 main findings into key 5 messages.

www.brazil4africa.org/

the-5-key-points-to-

understanding-brazils-

development-progress/

Getting a seat at the table

Writing, then tweeting

a slightly grumpy blog

about an OECD meeting

enabled us to start a

conversation with them…

www.brazil4africa.org/

industrialisation-in-

africa-policies-or-

politics/

Getting a seat at the table

…which resulted in our research director being invited to the next experts group meeting.

We then posted his presentation.

www.brazil4africa.org/

bridging-the-urban-

rural-divide-in-africa/

Ghost write articles

We saved time by interviewing researchers, then ghost writing articles on their behalf.

www.brazil4africa.org/

4-big-issues-for-dilmas-second-term/

Guest post on other blogs

We attracted a much bigger audience by guest blogging on other sites … then reposting it to our own blog.

www.taxjustice.net/2014/10/13/guest-blog-tax-social-contract-brazil/

Demonstrate your activities

(…to funders)

We keep the blog active to grow our audience – but also to inform our funders.

We post a write up of every key activity we undertake.

www.brazil4africa.org/

the-need-for-fiscal-

adjustment-in-brazil/

Take advantage of the flexibility that blogging provides.

Demonstrate the full range of activities you do.

Look for opportunities to engage & generate impact.

Get comms people to play a more proactive role in generating content.