Are You Blogging Effectively?


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This presentation was done at Republic Polytechnic, Singapore, for the participants of The Media Challenge 2014. The topic of this talk/workshop was Blogging and these slides go through a macro view of blogging - from selecting a niche, keyword research, target audience identification - to a micro level of writing a blog post and how to use analytics effectively for blogging.

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Are You Blogging Effectively?

  1. 1. Are You Blogging Effectively? (Tips To Blog Your Way To Victory) by Dhawal Shah
  2. 2. Today’s Talk • Introduction • The Big Picture • Blog Post Breakdown • The Most Important Item • Time for M&Ms • Questions Purple Boxes are sharing Industry Secrets of Blogging
  3. 3. Introduction
  4. 4. About Me • Started programming at age of 8 • First blogs on ‘Friendster’ at age of 17 • Worked in Silicon Valley [2008] • Worked in Defense Industry [2010] • Started Hucklebury (Fashion Label) [2012] – Art of Style Blog (100K Monthly PageViews) • Started 2Stallions (Digital Agency) [2012]
  5. 5. What is a blog? • Wikipedia: “A blog (full form: web log)[1] is a discussion or informational site published on the World Wide Web and consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first)”
  6. 6. Platforms
  7. 7. The Big Picture
  8. 8. The Big Picture • Step 1: Your Niche (Specific Theme)
  9. 9. Example (Art of Style) Fashion Men’s Fashion Fashion & Style for the Everyday Man
  10. 10. The Big Picture • Step 2: Identify Your Audience (Age / Sex / Location )
  11. 11. Example (Art of Style) • Age: Working Professionals (25 – 55) • Sex: Male • Location: United States
  12. 12. The Big Picture • Step 3: Content Strategy Part 1 (Keywords)
  13. 13. Example (Art of Style) • Keywords: Dress Shirts: Fit, Back Darts, Sleeves, Collars, Cuffs, Style, Shirt Length, Body Type, etc. Pants, Suits, Vests, Ties, Shoes, Brands, etc. Find out how many people are looking for your keywords using Google Keyword Planner
  14. 14. The Big Picture • Step 4: Content Strategy Part 2 (Actual Topics & Scheduling)
  15. 15. Example (Art of Style) • Once a Week – Articles based on keyword research, reader feedback & popular topics Use Google Calendar or Content Scheduler Plugin for Wordpress to plan your topics and maintain your schedule, especially if working in a team.
  16. 16. The Big Picture • Step 5: Find & Engage Influencers & Networks (bloggers, personalities, fb/g+ groups, forums)
  17. 17. Example (Art of Style) • Joined groups in Google+ around Fashion and fashion for men • Reached out to fashion bloggers for interviews
  18. 18. Example (Cat Welfare) • Find a relevant group to engage with • Reach out to FB Page owners via messages/posts
  19. 19. Meet New People (video) YouTube: Social Triggers - Meet New People
  20. 20. Blog Post Breakdown
  21. 21. Creating A Blog Post
  22. 22. Blog Post Breakdown: Title • 70 Characters Long (Including Blog Title) • Your ‘hook’ for your readers
  23. 23. Catchy Titles That ‘Hook’ • Ask a Question – Are You Practicing Energy Savings Correctly? – Undershirts – Yeay or Nay? • Use Lists & Numbers – 7 Steps to Write Killer Blog Post Titles – Top 5 Luxury Watch Brands Today • Insider Info – Ultimate Guide to Removing Your Carbon Footprint • Provide ‘Takeaway’ Value – How I Grew My Blog To 30K Readers With $0
  24. 24. Examples Bad Example That ‘Works’:
  25. 25. Blog Post Breakdown: Content I • Minimum 400 words (for SEO) • Your ‘reel’ is the first paragraph
  26. 26. Blog Post Breakdown: Content II • Use different media to keep posts fresh – Use video posts, infographics etc.
  27. 27. Blog Post Breakdown: Content III • Use sub-headings – Allow readers to glance through • Use Images with each sub-heading – Pictures speak a thousand words – Reinforce sub-headings • Maintain constant ‘voice’ of blog – Loyal readers know what to expect
  28. 28. Example
  29. 29. The Most Important Item
  30. 30. The Most Important Item… ATTRACTING READERS!!
  31. 31. Reach An Audience • Social Sharing on Site – on your own networks – get friends/family to share
  32. 32. Reach An Audience • Start & Respond To Discussions – Comments on blog and on social media networks We recommend Disqus Plugin for Wordpress to engage readers – it allows login via different social media platforms and shares your posts across other sites using their service.
  33. 33. Reach An Audience • Influencer Sharing – Reach a targeted audience that is more engaged Influencer (41 shares / 2 reshares) vs. ME (0 shares / 0 reshares)
  34. 34. Reach An Audience • Organic Readers Through SEO – Search Engine Optimization
  35. 35. SEO Basics • Include keyword in blog post title • Include keyword in blog post first paragraph • Add a meta description We recommend Wordpress SEO Plugin for Wordpress to meet the basic SEO needs for your blog posts. Also, read up on Google Authorship to get your profile image to appear.
  36. 36. Know Your Audience • Website Analytics WHO is reading your blog (demographic) WHERE they came from (referrals) WHEN they left your blog (time spent onsite) HOW they left your blog (visitor path)
  37. 37. How To Use Analytics • Set Goals – e.g. signup to email list • Improve Content – See what searches brought users to your site • Improve Website – Find out where readers are leaving from – Improve page-loading time We recommend Google Analytics Dashboard Plugin for Wordpress to view your analytics directly within Wordpress. Sign up for a Google Analytics account first.
  38. 38. Time for M&Ms Q&A
  39. 39. Questions? Register in our forum - Our team will answer all of your questions during The Media Challenge period. To access these slides – List of Resources Mentioned –