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Best Practices for Beginning Blogging
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Best Practices for Beginning Blogging


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This presentations a beginner's view on blogging - why to do it, and a step by step view of how to jump right in.

This presentations a beginner's view on blogging - why to do it, and a step by step view of how to jump right in.

Published in: Self Improvement, Technology

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  • 1. Bastille Marketing Jenni Brand Founder & CEO January 26, 2010 Storming the Marketing Establishment…Through Smart Social Media
  • 2. Who is Jenni Brand?
    • Founder & CEO of Bastille Marketing
      • A Digital Strategy Consultancy www. bastillemarketing .com
    • Social Media Consultant for five years with New Media Strategies
      • Helped brands establish, manage and maintain a positive presence within the online landscape
      • Worked with numerous Fortune 10, 50, 100, 500 companies
        • Non-profit/Gov’t, CPG, Fashion/Retail, Travel/Tourism, Financial, etc
    • 10+ years in traditional marketing & sales
      • Fields of grocery retail marketing, radio sales, non-profits, energy
    • Extra-curricular activities include:
      • Speaking/Training seminars on Digital Strategy/Social Media
      • Two blogs; contributor to others (Blondes I-View, Bastille Marketing)
      • Event planner (DC’s 1st Annual Cupcake Contest, Wedding, Charity Events)
  • 3. What We’ll Cover Today
    • Blogs: Why The Hype?
    • What the Average Blogger Looks Like
    • Who Reads Blogs?
    • What Makes Blogs Special?
    • Which Blog Platform To Choose?
    • The Anatomy of a Blog
    • Setting Up & Owning Your Blog - The Bells & Whistles
    • You’ve Got a Blog - Now What? 8 Key Steps to Success
    • Examples & Resources
  • 4. Blogs: Why the Hype?
    • There are more than 133 million blogs with 1.5 million created weekly.
    • 94 million US blog readers and 23 million American bloggers. Nearly 1 million blog posts every 24 hours.
    • 95% of the top 100 US newspapers have reporter blogs.
    • Blogs in 81 languages and 66 countries.
    Resource : Technorati’s State of the Blogosphere 2008
  • 5. Blogs: Why the Hype? (cont ’ d) Resource : Technorati’s State of the Blogosphere 2008
    • 20% of bloggers think newspapers will be obsolete by 2018
    • 50% think blogs will be primary news source by 2013
    • 37% have had a blog post quoted in the traditional press
    • 61% learn about products & services from other blogs
    • Only 1/3 turn to TV/Print as a source of info
  • 6. What the Average Blogger Looks Like (cont’d) Resource : Technorati’s State of the Blogosphere 2008 Educated, financially stable, 25-49 y.o.
  • 7. Who Reads Blogs?
    • 42% of internet users have read a blog(s)
    • 33% read blogs regularly
      • Resource : Pew Internet & American Life Project July 2008 (Aaron Smith) http://www. pewinternet .org/Commentary/2008/July/New-numbers-for-blogging-and-blog-readership. aspx
    • 8% of Americans have a blog
    • 46% of blog readers say they visit the same blogs
    • 54% surf for new and different ones
      • Resource : Synovate 2007 http://www. synovate .com/news/article/2007/08/new-study-shows-americans-blogging-behaviour.html
    • 28% of US blog readers have taken an action based on a blog post
      • Resource : Edelman, Corporate Guide to Global Blogosphere http://www. micropersuasion .com/2007/01/edelman_study_b.html
      • http://www. nxtbook .com/nxtbooks/edelman/whitepaper010907/index.php
  • 8. Which Blog Platform to Choose?
  • 9. The Anatomy of a Blog Resource : -
  • 10. The Anatomy of a Blog (cont’d) Topic Tabs Subscribe Feature Follow Me Buttons Clean design; easy navigation About Tab Advertising Tab - easily could be a Donate Tab Date & Author - linked to bio
  • 11. The Anatomy of a Blog (cont’d) Easy to Share via Twitter Picture insert; yet not cluttered (pls credit all photos!) Interactivity - recent comments; frequent commenters; encourages time spent on the page Clean design of blog post
  • 12. The Anatomy of a Blog (cont’d)
    • Hyperlink to Author’s Bio and Post Archive
    • Comments visible - link to full list
    • Blog community badges
    • Blogroll
  • 13. The Anatomy of a Blog (cont’d) Social Sharing Features & Find Me Functions on Mashable’s Summer of Social Good blog
  • 14. Setting Up & Owning Your Blog
    • How to Select a Blog Name
    • DO: Make it easy to remember & spell
      • As close to your name or acronym as possible
      • Relevant to your core business
      • Use letters only; no numbers, punctuation, etc.
      • Make the name the same as the URL
    • DON’T: use “blog” in the name - it’s redundant
    • Secure the Domain Name
    • Use a free blog service, but buy the domain name
      • www. bastillemarketing .com , not www. bastillemarketing . blogspot .com
      • Google or - very simple instructions
      • Buy the .org, .com, .net, etc - its worth the $10/year for people to find you easily!
    • Resource :
  • 15.
    • Step One – Before You Start
    • Learn The Rules Of The Game Before You Start Playing
      • Read up on similar blogs, or blogs written about blogging
    • Listen & Learn From Your Competitors
    • Do Your Homework – Find Out Who Your True Audience Is
      • Your key customer might not be your ‘marketing’ target
    • Determine Your Content Niche
      • Corporate blogs should not be general in nature
    • Decide Your Comment Policy
      • Will you allow comments (YES!)
      • Will you moderate them (YES!)
      • Will you require a name or allow anonymity?
      • What behavior would necessitate a ban on a commenter?
      • Be sure to publish your comment policy
    You’ve Got A Blog! Now What? 8 Key Steps
  • 16.
    • Step Two – Develop a Strategy AHEAD OF TIME
    • The Old Rules Still Apply:
    • Who – Who is going to write and who is the <true> audience?
    • What – What are we writing about?
      • What is interesting to our audience and relevant to our business?
    • Where – Where should the content be posted?
      • Is it really blog-worthy or just Corporate News?
    • When – When will we post?
      • Define the posting frequency (every Tuesday? Every day at 3pm?)
    • Why – Why are we doing this?
      • Develop and then stick to the goal/mission of the blog.
    • How – How is this going to run smoothly?
      • Be sure to develop a process/procedure with accountability. The blog can’t go silent because someone goes on vacation or leaves the organization.
    You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
  • 17.
    • Step Three – What is Success?
    • Define Success For The Blog – Whatever That Might Be
      • Traffic, comments, post frequency
    • Develop Reasonable Parameters
      • 100K UMVs in the first month is NOT reasonable
    • Measure Regularly
      • Weekly, Monthly
    • Benchmark Against Similar Blogs
      • This may not mean benchmark against your competitors
    • Step Four – Work in Tandem with Marketing/PR Depts.
    • Coordinate/Integrate With Traditional PR/Marketing Efforts
      • Successful blogs work WITH the overall marketing strategies, not OUTSIDE of them
    • Incorporate Your Blog URL Into ALL Communication Pieces
      • Wherever your website is printed, your blog should be as well
      • Add it to your email signature (Read our blog:
    You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
  • 18.
    • Step Five – Getting Ready to Launch
    • Develop An Editorial/Content Calendar - STICK TO IT!
      • Be sure to incorporate flexibility for breaking news
    • Create and stockpile ‘canned’ content for when life throws a curveball (a 2-hour fire drill; snow or sick days, etc)
      • Canned content can be interviews with staff, members/consumers, company factoids (not history; anecdotes)
    • Recruit Internal Bloggers
      • The blogging staff should be limited – 2-4 people
      • Solicit people from within the organization to be bloggers
      • Loyal members, fans make excellent guest bloggers (serve as terrific testimonials)
    • Determine The Blog’s Voice
      • Casual; Professional, etc – Just be sure it has a HUMAN element
      • Multiple Authors CAN still have ONE voice
    You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
  • 19.
    • Step Six – The Big Debut!
    • Prepare An Introductory Post
      • Introduce the bloggers (include pictures/hobbies, etc)
      • Define the Voice
      • Set the tone
      • Explain the ‘rules’ (frequency of posting, the comment policy, etc)
    • Spend Time Introducing Yourself Online & Creating Loyal Followers
    You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
  • 20.
    • Step Seven – Write For Your Audience, Not To Impress The Execs
    • Communicate Often & On Topic – Even If It’s In An Informal Tone
    • It’s Not All About YOU
      • Remember Your Readers Are People And Consumers Before Members
      • Remind Them Often Of The WIIFM - What’s In It For Them
      • Share Useful Content From Media, Industry, Other Blogs
    • Be Authentic
      • Your Blog is Written by Humans - Let Your Human Nature Show!
    • NOTE: Press Releases Are Rarely Good Blog Posts
      • Company news can be a blog post if it’s compelling info and offers original content (interviews, etc) beyond the press release info
    • Let Your Readers Know You Are Listening
      • If your readers are calling for action; acknowledge them!
      • Let them know the outcome – where change is the result or not
    You’ve Got A Blog! Now What? 8 Key Steps (cont’d)
  • 21.
    • Step Eight – Behind the Scenes, Start Networking
    • Connect With Key Influencers/Blogs In The Social Mediasphere; Your Industry
      • i.e., Social Media Influencers =, Mashable, & Techcrunch
    • Link To Them
    • Share News From Their Blogs
    • Leave Comments On Their Posts
      • Remember To Sign Your Name & URL
    You’ve Got A Blog! Now What? 8 Key Steps (cont’d) Resource :
  • 22. Examples of Non-Profit & Gov ’ t Agency Blogs
  • 23. Additional Resources
    • Blogging Terms - http://en. wikipedia . org/wiki/List_of_blogging_terms
    • What Not to Do on a Blog (Tips) -
    • Coding Horror - http://www. codinghorror .com/blog/archives/000834.html
    • Use It - http://www. useit . com/alertbox/weblogs .html
    • Blogs about Non-Profits & NP Blogging -
    • Frogloop - http://www. frogloop .com/
    • Beth’s Blog - http: //beth . typepad . com/beths_blog/
    • Non-Profit Tech Blog - http://www. nonprofittechblog .org/
    • How-to Tips on Good Blog Design - http://www. blogdesignblog .com/blog-design/how-to-blog-design-style-guide/
    • Technorati’s State of the Blogosphere (Education & Stats) - http: //technorati .com/blogging/state-of-the-blogosphere/
    • Mashable - The Social Media Guide - http: //mashable .com/
    • Social Media Tools 101 - http://www. interactiveinsightsgroup .com/blog1/socialmediabeginnersguide/social-media-tools-101/
    • Social News for NonProfits - http://www. idealistnews .com/
  • 24. Questions?
    • Thank you.
    Jenni Brand [email_address]