Your SlideShare is downloading. ×
Best Practices for Beginning Blogging
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Best Practices for Beginning Blogging


Published on

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

  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 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]