A big part of the Xero success story can be attributed to our blog. Here are some insights into our strategy on writing and managing a business blog as a team.

1. XERO NEWS
IS GOOD NEWS
Philip Fierlinger
Head of Design at Xero
philip@xero.com

2. DRURY.NET.NZ
Founder, CEO, entpreneur, rockstar blogger

3. COOL KIDS
CLUB
Can’t be web 2.0 without blog

4. GET TO KNOW US
Start a relationship with customers

5. HOMEBREW
Fell into trap of the “technology stack”

6. CORPORATE PROPAGANDA
Is it a blog if people can’t comment?

7. ANYTHING YOU SAY
CAN AND WILL BE
USED AGAINST YOU
Pre-IPO: market sensitive information is no-go

8. BEST TOOLsupported (like Xero) JOB
FOR THE
Easy, powerful, flexible, well

9. BUILD AN AUDIENCE
Providing insight on things that matter:
Business, technology, design

10. ESTABLISH transparent
Conversational, personable,
A VOICE

11. SUBJECT MATTER EXPERTS
Getting the team to contribute (or be attributed)

12. SET THE PACE
Find an angle
Punchy headlines
Short & sharp copy
Evocative photos & graphics

13. CONSTANT BALANCING ACT

14. QUANTITY VS QUALITY
Aim for daily updates, keep the interest, time important updates

15. EDITORIAL REVIEW
VS
ANYTHING GOES
Maintain high quality & stay “on brand” with different writers

16. OFFICIAL VS CASUAL
Start-up vs publicly listed company

17. BLOG VS <LATEST CRAZE>
Newsletters, Forums, PR, Twitter
The medium is the message

18. GLOBAL
VS
REGIONAL
Internationalisation

19. GLOBAL
VS
REGIONAL
Internationalization

20. MEASURE OF SUCCESS
Comments
Stimulate feedback, comments sidebar
Inbound and internal traffic
SEO

21. INFINITY
AND
BEYOND
Wordpress as CMS
Video pages, Multi-user
Wordpress as community platform
Comments, ratings

22. XERO IS HIRING
DESIGNERS &
DEVELOPERS
Philip Fierlinger
Head of Design at Xero
philip@xero.com