Case studyPolyserve Blog

Research & PlanningIn researching means to use influencer relations to raise awareness of Polyserve’s new Oracle products, McBru quickly determined that there were no credible blogs discussing the topic. the Oracle market was a mature one with many thousands of users looking to learn more about what complementary products and technical approaches work well with the industry-leading database. McBru recommended that Polyserve start a subject-matter blog to establish thought leadership, using a well respected in-house expert in a particular field. McBru then provided strategy, with ongoing assistance and guidance to help the designated blogger meet their responsibilities.

Summary

Data-center software company PolyServe (now owned by HP), engaged McBru for an innovative blogging project that has achieved results that no other paid program could. Our role on the project was to develop the overarching strategy, provide counsel on blog platforms, and provide ongoing advice and tips designed to ensure the blog’s ongoing success. Within about a month after launch, PolyServe’s sole blog, written by Oracle expert Kevin Closson and focused on Oracle clustering, reached several key objectives: influence with with customers and pundits as well as being the largest referrer of traffic to the company’s corporate website.

Polyserve’s website

ExecutionBased on the McBru strategy and advice on topics, Polyserve’s blogger built and launched the blog using his own skills. He wrote all of his own blog posts, using his own language and not worrying about optimizing for search engines – although his deep expertise in the subject produced the keywords naturally. Polyserve gave him considerable latitude over tone and content, even to challenge conventional thought, companies in the space and other experts. He allowed detractors to challenge him back by permitting even aggressive comments contrary to his positions. He also spent time, in typical Kevin Closson fashion, researching what other bloggers and journalists were saying, linking to it and commenting on it.

ResultsPopular data center blogs were approving of Polyserve’s blog and its owner. Robin Harris of storageMojo blog went so far to call Kevin Closson a “Golden God.” trade journals such as Computerworld linked back to the Polyserve blog. a writer for eWeek, who’d discovered Closson’s expertise by following his blog, even contacted Kevin for an interview. Within a month, the Polyserve blog on Oracle owned its target search terms: “Oracle” and “clustering.” It was also one of the highest-ranking blogs in search engines about anything Oracle-related. Within about two months, the blog was seeing upwards of

Kevin Closson’s Oracle Blog

1000 daily visitors who often left glowing comments to boot.

storageMojo Coverage

eWeek.com coverage

For further information or questions:

Jeff Hardison503.546.1009

jeff@mcbru.com

5331 s.W. Macadam ave, suite 220Portland, OR 97239

503.546.1000www.mcbru.com

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