Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

Chapter 25

Kodak

Rochester, New York

Since the early days of the Internet, Kodak has always tried to engage its visitors with content on its website. “We want to help people make the most of Kodak products, so we offered articles like the top 10 tips for taking Halloween pictures, or how to photograph babies,” says Jenny Cisney, Kodak’s chief blogger and senior social media manager.

So when blogs and other platforms became prevalent a few years ago, Kodak readily embraced social media as a way to further expand its reach, as well as to engage in new and evolving technologies.

Content That Ignites

Kodak created a content strategy that was based on the creation of useful content that could then be distributed via social networks. With that in mind, they launched the following.

Blogs

A Thousand Words (http://1000words.kodak.com). The A Thousand Words blog has been updated every day since it launched in 2006. “I run it like a newspaper,” explains Jenny. “My job as editor is to maintain a schedule. I look at what’s going on in the company, if we’re going to an event, if we’re going to be on a TV show, and plan who should write it.” She also includes important holidays like Mother’s Day, as well as less obvious dates like April Fools’ Day in her coverage, and special events like the 2010 FIFA Soccer World Cup from June 2010. Because every contributing blogger also has another job within the company, Jenny makes contributing as easy as possible by giving bloggers a template for posts ...