Just last week we were discussing in the ebusiness blog how content is being leveraged for lead generation by the law firms. It was around that time that we ourselves decided to jump into a new area for us: commentary on a very hot topic as it was developing. Or in other words, we decided to create content on the Vioxx recall controversy.
We have addressed the issue of what was the right format for discussing Vioxx recall (Related article: Website or blog?) and in the case of Vioxx, since things were happening in real time, there was no better way than to launch a blog.
The success has been remarkable. Of course, we worked extremely hard to keep up with the developments and tried to bring news and analysis in a way that it makes sense to a victim of Vioxx. Vioxx recall blog has already reached very high in organic search results in Yahoo and MSN and we are working hard to get a good ranking in Google.
What did we learn from developing content related to Vioxx?
We have addressed the issue of what was the right format for discussing Vioxx recall (Related article: Website or blog?) and in the case of Vioxx, since things were happening in real time, there was no better way than to launch a blog.
The success has been remarkable. Of course, we worked extremely hard to keep up with the developments and tried to bring news and analysis in a way that it makes sense to a victim of Vioxx. Vioxx recall blog has already reached very high in organic search results in Yahoo and MSN and we are working hard to get a good ranking in Google.
What did we learn from developing content related to Vioxx?
- Move fast when you see an opportunity. Vioxx was recalled at the end of September and we did not launch a blog till November 15th. We, however, did write two articles on our website immediately. We just did not realize immediately that it will be so huge that a blog will be needed. What we should have done was to launch a blog immediately and if it turned out to be a story smaller than we initially anticipated, we could have just abandoned the whole thing or cut back on resource allocation.
- Newspapers do a great job at reporting news but for someone who has suffered a stroke or is otherwise a victim, news is important but not everything. They need guidance on what to do next, what does a development mean to them, and how to make sense of all that is happening around them.
Recommended link: Vioxx recall blog launched by MYNIPPON