Blogging and Podcasting for Business - Advanced Media Productions
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Blogging and Podcasting for Business - Advanced Media Productions

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Blogs and podcasts are important to businesses because they are a way to communicate directly to your consumers, differentiate your company form your competitors, position you as an expert, build......

Blogs and podcasts are important to businesses because they are a way to communicate directly to your consumers, differentiate your company form your competitors, position you as an expert, build your brand and for overall media and public relations. They are also used as an important part of search engine marketing, relationship marketing and WOMM.

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  • 1. Blogging and Podcasting for Business Louise Rijk Vice-President Marketing and Sales Advanced Media Productions 1
  • 2. 2 Overview Blogging and Podcasting for Business Blogging For Business - What is a Blog? - Why does a Business Need a Blog -- Blog Applications and Platforms - Before Starting a Blog - Important Blog Features - Writing Blog Posts - Blog SEO - Blog Syndication Through RSS Feeds - Blog Promotion - Blog Analytics Audio Podcasting For Business - Podcast Audience - Podcast Components - Why Business Podcasting? - Podcast Applications - Podcast Production - Landing Page Optimization - Sound File Search Engine Optimization - Submitting the RSS Feed
  • 3. Blogging for Business 3
  • 4. - Blog - Web Site or Section within a Web Site - Blog Post - Written Text Entry by the Blog Author(s), Organized in - Comment - Most Blogs Allow Readers to Comment on Individual 4 Blogging and Podcasting for Business - BLOGGING What is a Blog? Categories and Listed in Reverse Chronological Order Blog Posts
  • 5. 5 Blogging and Podcasting for Business - BLOGGING Why Does a Business Need a Blog? - Direct Communication - Brand Building - Position You as Expert - Media and Public Relations - Search Engine Marketing - Competitive Differentiation - Relationship Marketing - Exploit the Niches - Reputation Management
  • 6. 6 Blogging and Podcasting for Business - BLOGGING Blog Applications Internal and External Blogs
    • Internal Blogs
    • Team/Project Management Communications
    • Internal Communications and Knowledge Sharing
    • Idea Generation
    • Personal Knowledge Management
    • External Blogs
    • Marketing/Product
    • Customer Service
    • Industry News Aggregation and Analysis
    • CEO Blog
  • 7. 7
    • Hosted versus Software Application
    • Hosted: Blogger.com – Software Package: Wordpress
    • Open Source/Vendor Supported
    • Open Source: Wordpress – Vendor: Movable Type (Six Apart)
    • Top Blog Platform Contenders
      • iUpload (hosted), Six Apart (Movable Type), Wordpress
    • Other Solutions
      • Drupal, Roller, Telligent Systems, Tractor Software, Six Apart
    Blogging and Podcasting for Business - BLOGGING Blog Platforms (I) (Typepad), Userland Software
  • 8. 8 Blog Platforms (II) Source: Forrester Research, Inc.: “The Forrester Wave ™: Blogging Platforms” Blogging and Podcasting for Business - BLOGGING
  • 9.
    • - Search Engine Marketing Benefit
    • - Individually Branded versus Integrated
    • - Individually Branded Blog
      • - Carefully Choose Unique Domain Name
      • - Host Under Unique Domain Name
      • (company.blogspot.com versus www.company.com)
    • - Integrated Web Site Blog
      • - Entry to Blog Must be Visible on the Home Page and in Global Web Site
      • - Blog Template Must Match Visual Appearance of the Web Site
    Blogging and Podcasting for Business - BLOGGING Things to Consider Before Starting a Blog 9 Navigation
  • 10. 10 Blogging and Podcasting for Business - BLOGGING Important Blog Features (I)
    • Reverse Chronological Text Posts, Audio and Video with
    • Blog Roll
    • Comments
    • Manual/Automatic Trackbacks
    • Pinging
    • Archives
    • Months Category
    • Clean URL’s
  • 11. 11 Blog Features (II) Blogging and Podcasting for Business - BLOGGING Keywords Title bar Optimization Permalink RSS Feeds in Category Social Media Quick Links Most recent or popular entries
  • 12. Blogging and Podcasting for Business - BLOGGING Blog Are Not For Text Only (I) 12 Show Notes
  • 13. Blogging and Podcasting for Business - BLOGGING Blog Are Not For Text Only (II) 13 Show Notes
  • 14. 14
    • Make Your Opinion Known
    • Post Often, Write Less
    • Use Descriptive Post Titles
    • Use Frequent Paragraph Breaks When Writing Longer Posts
    • Edit Your Post Before Posting
    • Invite Conversation and Encourage Readers to Comment
    • Engage with Others by Writing Posts that Reference Other Blogs
    • Thank People for their Comments
    Blogging and Podcasting for Business - BLOGGING Practical Writing Blog Posts
  • 15. 15
    • Keyword Research
    • Post Title (Permalinked) – If Possible Keyword-rich
    • Keyword-rich Categories
    • Keyword-rich Blog Post Entry
    • Keyword-rich Meta or Page Title – Different Than Post Title
    • Keyword-rich Meta Tag Description
    Blogging and Podcasting for Business - BLOGGING Blog SEO (I)
  • 16. 16
    • CSS-styled H1, H2 and H3 Tag Heads and Sub-heads
    • Cross-link Similar “Themed” Web Site and Blog Sections
    • Short and Clean Internal URL Link Structure
    • Use Keyword-rich Anchor Text in Embedded Links
    Blogging and Podcasting for Business - BLOGGING Blog SEO (II)
  • 17. 17
    • RSS Feed – Separate Feeds for Each Category
    • Enable Autodiscovery
      • “ Announces” Your Feeds Availability to Browsers and Search Engine Crawlers
      • Simplifies the Subscription Process for Many Readers
    • Turn Pinging On
      • Submit Blog to Ping-O-Matic
    Blogging and Podcasting for Business - BLOGGING Blog Syndication RSS Feeds
  • 18. 18
    • Chiclets – Quick Links to Social Media Web Sites (Digg, Del.ico.us,
    • Subscribe Buttons – Include Subscribe Buttons for My Yahoo,
    • Blog Search Engines and Directories – Submit Blog RSS Feed to
    • Forums – Participate in Forums and Leave Blog URL in
    Blogging and Podcasting for Business - BLOGGING Blog Promotion (I) Furl) Bloglines and Others Wizard (e.g. “Submit RSS Feed”) Blog Search Engines and Directories using RSS Submission Personalized Signature
  • 19. 19
    • Distribute an Online Press Release with a Link to the RSS Feed
    • Post Comments on Other Blogs
    • Notify Other Bloggers About Your Blog via Comments and Email
    Blogging and Podcasting for Business - BLOGGING Blog Promotion (II)
  • 20. 20 Blog Tracking Systems - Technorati Feed Tracking Systems - Feedster Trending Systems - BlogPulse Blogging and Podcasting for Business - BLOGGING Blog Analytics
  • 21. 21 Blogging and Podcasting for Business Audio Podcasting for Business
  • 22. 22 Blogging and Podcasting for Business – AUDIO PODCASTING Podcast Audience
    • 9.2 million Web Users or 6.6 percent of US Web Users Have
    • 11 percent of Americans have listened to an audio podcast, 53
    • Estimated year-over-year audience growth: 15-30 percent
    Downloaded Audio Podcasts in the Last 30 Days – (Nielsen//Netratings) Percent under the age of 35 (Nielsen//Netratings) (Arbitron)
  • 23. 23 Blogging and Podcasting for Business – AUDIO PODCASTING
    • Digital Audio File in MP3 Format
    • Audio PlayBack Device:
    • - PC – Streamed or Downloaded
    • - MP3 Player – Downloaded
    • - Burned onto a CD and played on a DVD player
    • - Cell phone – Streamed or Downloaded
    • Syndicated Distribution Through RSS File
    Audio Podcasting Components
  • 24. Blogging and Podcasting for Business – AUDIO PODCASTING
    • Communicate New Ideas with Prospects and Customers
    • Promote Products and Concepts
    • Additional Marketing Channel to Extend Reach
    • Deepen the Relationship with Customers
    24 Why Business Podcasting?
  • 25. Blogging and Podcasting for Business – AUDIO PODCASTING
    • Music Promotions
    • E-learning
    • Audio Guides
    • Product/Service Information
    • Aggregated Industry News and Commentary
    • Product Promotions
    • Audio Books
    25 Audio Podcast Applications
  • 26. Podcast Production Blogging and Podcasting for Business – AUDIO PODCASTING 26
    • Strategy and Planning
    • Identity, Content and Messaging
    • Script Writing
    • Recording, Editing, Mixing and RSS Feed Creation
    • Landing Page and Optimization
    • Podcast Hosting
    • Search Engine Optimization
  • 27. Blogging and Podcasting for Business – AUDIO PODCASTING 27 Strategic Planning
    • Goals, Objectives and KPI
    • Competitive Analysis
    • One-off Standalone Podcast or Multi-episode Podcast Show
    • Determine Show Topic, Content, Overall Tone, Taste and Attitude
    • Podcast Name and Episode Names
  • 28. Blogging and Podcasting for Business – AUDIO PODCASTING 28 Identity, Content and Messaging
    • Audio Logo
    • Content and Content Organization (depends on type of Podcast)
      • Product and Service Descriptions
      • Features and Benefits Descriptions
      • Technical Specifications
    • Marketing Foundation
      • Target Audience, Geographic Focus, Call-to-Action, USP
  • 29. Blogging and Podcasting for Business – AUDIO PODCASTING 29 Script Writing
    • - General Information
    • - Podcast or Episode Name, Overall Length, Segment or Segment Break Length
    • - Producer and Participants
    • - Segment Topics with Scripts
    • Show Notes
    • - Podcast or Episode Title and Description
  • 30. Blogging and Podcasting for Business – AUDIO PODCASTING 30 Recording, Editing, Mixing and Creating RSS Feeds
    • Recording
    • Sound Editing
    • RSS Feed Creation
      • Tools that Automatically Create Regular RSS Podcast Feeds
      • Feed For All
      • Podifier
      • Webmaster Podcaster
    and iTunes Feeds
  • 31. Blogging and Podcasting for Business – AUDIO PODCASTING 31 Landing Page and Optimization
    • Develop a Separate Landing Page for Each Episode
    • Implement one Page for the Podcast Show with Links to Each
    • Provide a Download Link with Audio File Length and Size for
    • Provide a Keyword-rich Title and Show Note for Each Episode
    • Include Subscription Information on Every Landing Page
    Episode Page Those who Want to Download Landing Page
  • 32. 32 Blogging and Podcasting for Business – AUDIO PODCASTING Sound File Search Engine Optimization
    • Optimize the ID3 Tags Field
    • Optimize the Sound File Name
  • 33. 33 Blogging and Podcasting for Business – AUDIO PODCASTING Submitting the RSS Feed Podcastalley.com Podfeed.net Podcastdirectory.com Podcast Directories Podscope.com