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And now you want us to blog too tech 2011
 

And now you want us to blog too tech 2011

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    And now you want us to blog too tech 2011 And now you want us to blog too tech 2011 Presentation Transcript

    • And Now You Want UsTo Blog, Too?
      Deirdre Reid, CAE
      April 15, 2011
      Association Executives of North Carolina
    • Here’s What You Need to Know
      Why the effort will be worth it.
      How to do it right from the start.
      How to get content.
      How to make it all work.
    • Blog = Solution
      What do you hope to accomplish
      with your blog?
      Identify objectives it will
      help your association and your members achieve.
    • Blog = Solution
      SEO = Search Engine Optimization
      Awareness
      Authority
    • Blog = SolutionKnowledge Hub
      News and Info Opinion
      Analysis Education
    • Blog = SolutionThought Leader
      Public relations Awareness
      Myth-busting Personality
    • Blog = SolutionAdvocacy
      Illustrate Influence
      Motivate Organize
    • Blog = SolutionMarketing
      Events Membership Products
    • Blog = SolutionCommunity
      Spotlight Entertain Engage
    • Selling a Blog to Your Board
      CEO as change agent
      Avoid jargon
      Sell solution
      Sell the benefits
    • First Things First
      Know your objectives.
      Know your audiences and their needs and aspirations.
      Listen and learn.
      Create a content strategy.
    • Identify Your Audience(s)
      Members
      Attendees
      Prospects
      Influencers
      Policymakers
      Media
    • “People always swarm to
      the most efficient solution to their problems.”
      What problems can you solve?
      What knowledge gaps can you fill?
      What interests can you pique?
    • Get the Lay of the Land
      Subscribe to other blogs – Google Reader
      Pay attention to:
      • Topics
      • Frequency
      • Voice
      • Interaction
      • Authors
    • Find your voice
      Blogs are different.
      Blogs are social.
      Be real.
      Be human.
      Tell a story.
    • The Hunt for Content
      Identify categories
      Inventory content
      Brainstorm ideas
      Content is
      everyone’s job
    • Content Ideas
      News & Analysis Opinion
      How-to’s Weekly roundups
      Reports from… Q&As
      Videos Behind the scenes
      Success stories Guest spots
      Departments
      Young professionals CEO column
      Industry niches Spotlight
      Tips Newbie questions
    • Content Collectors
      Reuse
      Repurpose
      Recycle
      Piggyback
    • Content Cure-ationBe a curator
    • The Talent
      Staff
      Members
      Guests
      Freelancers
    • Editorial Calendar
      Match to meeting, marketing and legislative calendars.
      Be consistent with frequency.
    • Make It Work
      Always collect, scout and repurpose.
      Respect writing time.
      Set timer and disconnect.
      Take breaks.
      Let it flow.
      Keep it short.
    • Comments
      “Err on the side of conversation.”
    • If you build it, will they come?
      Build blog reading habits
      External/social pressure
      Regular schedule/appointment
      Repeated exposure in a short time period
    • Social Marketing
      RSS and email subscriptions
      Share tools
      Blog comments elsewhere
      Facebook page updates
      LinkedIn group feed
      Tweet posts
    • Traditional Marketing
      Website real estate
      Membership and event collateral
      Email sigs
      Newsletters
    • How do you define success?
      Think about metrics….
      …but don’t obsess.
      …keep it simple.
    • Questions?
      Deirdre Reid, CAE
      deirdre.reid.nc@gmail.com
      @deirdrereid
      http://deirdrereid.com
      http://grabbingthegusto.com