Evolved Media - Capture knowledge. Make it useful. Spread the word.

Evolved Media created a program for “blog acceleration” for a Fortune 500 software company.

The Project

In December 2006 Evolved Media embarked on a program to assist the software company in the creation of, and in some cases create directly, blogs designed to promote thought leadership and education about major trends in networking and software in which the company is deeply involved. In creating and advising on the blogs, the Evolved Media team operated from these central directives:

• Create the sense that the blog is tracking a dynamic area in which something is constantly happening and that reading the blog is the best way to keep on top of the topic area.
• Craft the blog entries so that they are of the proper length and written in a lively style.
• In a multi-author environment, promote the personalities of the authors to give readers a sense of a person writing the blog.
• In a multi-author environment, create a dialog between the authors to create the sense of being present in a fascinating conversation.

The team made extensive use of the white papers Evolved Media had created for the software company and brainstorming sessions surrounding these whitepapers.

The Result

The company now has a lively blog surrounding each of four major subject areas in its realm of expertise, adding to the impressive stable of information and marketing collateral already on its Web site. These blogs appear on a regular schedule and contain actionable items to which the user community, partner developers, and other interested parties can respond.