Learn from Quintura: use corporate blogging to get on Techmeme
Story byErnst-Jan Pfauth
Ernst-Jan Pfauth is the former Editor in Chief of Internet at NRC Handelsblad, as well as an acclaimed technology author and columnist. He a(show all)Ernst-Jan Pfauth is the former Editor in Chief of Internet at NRC Handelsblad, as well as an acclaimed technology author and columnist. He also served as The Next Web’s blog’s first blogger and Editor in Chief, back in 2008. AtDe Correspondent, Ernst-Jan serves as publisher, fostering the expansion of the platform.
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Three stories on Techmeme in one week
“In general, the company releases a new service or version once every several months”, Sadchikov mailed me, “this is when we can do a marketing and PR push. Between those releases, the blog is an effective tool to keep in touch with the market. For instance, during the first week of August, three articles from the Quintura blog were featured on the Techmeme homepage. As a result, we’ve welcomed new blog readers as well as new web publishers who were interested in our product, the Quintura site search”.
Quintura’s recipe for successful blogging
Luckily for us, Sadchikov was willing to share his recipe for successful corporate blogging. “My advice for start-ups would be to select a segment and write regularly about news in that segment. Make sure it could be of interest for the industry and not only for company observers. The stories must be relevant for a wide business audience.” When Sadchikov has finished an interesting story, he emails it to influential tech bloggers. Because he posts relevant news, many tech bloggers seem to appreciate his work.He basically is TechCrunch’s man in Russia.
Sadchikov: “Some major tech blogs regularly elaborate on the stories that were first posted on the Quintura blog.” Like TechCrunch. Erick Schonfeld basedhis article about the biggest tech IPO of 2008onthis story. And Arrington found out aboutGoogle’s weird outdoor campaignby browsing on theQuintura blog.
So how many hours does Sadchikov spend on blogging?
When I talk to start-ups about their blogs, most entrepreneurs tell me they don’t have time for building a solid corporate blog. But Sadchikov proves this doesn’t necessarily have to be true. He told me he only spends half-hour a day on the Quintura blog. Talking about return of investment…
Take another look at your blog
Sadchikov’s story is extraordinary and I realize he has the privilege of operating in of the world’s most interesting and booming Internet markets. But I encourage you to take another look on your corporate blog. Think about how you can make the news appealing to a large crowd.Hunt for scoops in your niche.And if you have one, don’t hesitate to email it to me.
