Enhance Your Personal Brand With A Blog


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A workshop presented at Cincinnati\'s Return to Work Center, April 2010. It\'s aimed at those who are interested but have never blogged, using the tools at WordPress.com

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Enhance Your Personal Brand With A Blog

  1. 1. Easy steps to enhancing your personal brand with a blog. <ul><li>Return to Work Center </li></ul><ul><li>April 14, 2010 </li></ul>
  2. 2. Today’s agenda <ul><li>For beginners and neophytes </li></ul><ul><li>More ‘how-to’ than ‘what-to’ </li></ul><ul><li>Why blog? </li></ul><ul><li>Relation to personal branding </li></ul><ul><li>Where to start/models of blogging </li></ul><ul><li>Cool things you can do </li></ul><ul><li>Getting started </li></ul><ul><li>Refining and enhancing </li></ul>
  3. 3. Why blog? <ul><li>“ A blog can lead to bigger and better things.” </li></ul><ul><li>--Personal branding guru Dan Schawbel, </li></ul><ul><li>personalbranding.com </li></ul>
  4. 4. Why blog? <ul><li>Key component of your personal brand </li></ul><ul><ul><li>Establish credibility </li></ul></ul><ul><ul><li>Maximize SEO </li></ul></ul><ul><li>Hone writing and expertise </li></ul><ul><li>Update LinkedIn, Facebook, Twitter </li></ul><ul><li>Reinforce your website OR </li></ul><ul><li>Serve as your website </li></ul>
  5. 5. Personal branding across platforms <ul><li>Establish your full name, consistently </li></ul><ul><ul><li>LinkedIn profile </li></ul></ul><ul><ul><li>Twitter name </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Purchase domain name </li></ul><ul><ul><li>Multiple email addresses </li></ul></ul><ul><ul><li>Your blog and/or website </li></ul></ul><ul><li>Make it look right! </li></ul>
  6. 6. Where to start blogging? <ul><li>Blogger.com </li></ul><ul><ul><li>Part of Google, free </li></ul></ul><ul><ul><li>Relatively easy to use, many options </li></ul></ul><ul><ul><li>Typically ‘blogname.blogspot.com’ </li></ul></ul><ul><li>TypePad.com </li></ul><ul><ul><li>Also free (paid options) </li></ul></ul><ul><ul><li>Many templates </li></ul></ul><ul><ul><li>Good reputation among blogging community </li></ul></ul>
  7. 7. Where to start blogging? <ul><li>WordPress </li></ul><ul><ul><li>More like TypePad than like Blogger </li></ul></ul><ul><ul><li>Free and paid options </li></ul></ul><ul><ul><li>Highly customizable </li></ul></ul><ul><ul><li>Easy to use (in 5 minutes!) </li></ul></ul><ul><ul><li>Clean, elegant look and feel </li></ul></ul><ul><ul><li>Growing use for both blogs and web pages </li></ul></ul>
  8. 8. http://alis-space.blogspot.com
  9. 9. http://wmubhelpdesk.blogspot.com
  10. 10. http://www.futilitycloset.com
  11. 11. http://us29blog.wordpress.com
  12. 12. http://bit.ly/clevesblog
  13. 13. http://clevecallison.com
  14. 14. Three models of blogging with WordPress <ul><li>1) Install WordPress. org Content Management System (CMS) on your own web hosted space </li></ul><ul><li>2) Publish as ‘yourname.wordpress. com ’ </li></ul><ul><li>3) Publish as ‘yourname. com ’ </li></ul>
  15. 15. WordPress.org CMS on your space <ul><li>Domain and web space </li></ul><ul><li>Most flexibility and control </li></ul><ul><li>Strong personal brand </li></ul><ul><li>Cost is reasonable ($50-100 per year) </li></ul><ul><li>Greatest refinement of look and feel </li></ul><ul><li>Requires some knowledge of HTML and/or SQL and PHP, at least for now </li></ul>
  16. 16. Arthur C. Clarke <ul><li>“ Any smoothly functioning technology will have the appearance of magic.” </li></ul>
  17. 19. 5 cool things you can do with a WordPress blog (automatically) <ul><li>New content on your LinkedIn profile </li></ul><ul><li>Tweet </li></ul><ul><li>Update your Facebook status </li></ul><ul><li>Maximize SEO For Google, Yahoo and Bing </li></ul><ul><li>Post from your cell phone </li></ul>
  18. 20. ‘ yourname.wordpress.com’ <ul><li>Most common </li></ul><ul><li>FREE! </li></ul><ul><li>Easy to use </li></ul><ul><li>Good technical support online </li></ul><ul><li>Starts in 5 minutes </li></ul><ul><li>Little or no HTML required </li></ul><ul><li>Partial personal branding </li></ul>
  19. 21. Publish blog as ‘yourname.com’ <ul><li>Strong personal brand </li></ul><ul><li>Minimal technical requirements (same as ‘yourname.wordpress.com’) </li></ul><ul><li>Low cost (c. $50-$100 annually) </li></ul><ul><li>Can be made to integrate with your website </li></ul>
  20. 22. Starting your WordPress blog •••••••• X johnsmith •••••••• [email_address]
  21. 23. Choosing a look (Theme)
  22. 24. Navigating the Dashboard data: posts, pages data: views options
  23. 25. Shaping display contents with Widgets select available widgets drag to sidebar
  24. 26. Creating and editing Posts put your post title here put your post content here preview categories write a brief excerpt here Twitter and Facebook publish
  25. 27. Pages
  26. 28. Pages
  27. 29. Creating and editing Pages
  28. 30. Creating and editing Pages
  29. 31. Publish blog as ‘yourname.com’ <ul><li>1) Buy domain name through WordPress </li></ul><ul><ul><li>Least complicated </li></ul></ul><ul><ul><li>Least expensive (c. $15/year) </li></ul></ul><ul><ul><li>Some restrictions (e.g. no Google ads) </li></ul></ul><ul><li>2) Use one from another ISP </li></ul><ul><ul><li>Publish your blog to the domain (or sub-domain) </li></ul></ul><ul><ul><li>Change ISP settings to allow this </li></ul></ul>
  30. 32. <ul><li>Profile photo </li></ul><ul><li>Comments -- allow/ moderated? </li></ul><ul><li>Jump posts, or full? </li></ul><ul><ul><li>PermaLink to full post </li></ul></ul><ul><li>Private or public? </li></ul><ul><li>Allow search engines? </li></ul>Other items
  31. 33. Using your blog as your web site <ul><li>“ Not every website is a blog. </li></ul><ul><li>But every blog is a website.” </li></ul><ul><li>Easy to update without HTML </li></ul><ul><li>Multiple contributors if desired </li></ul><ul><li>Automatically creates an archive </li></ul><ul><li>Archive is searchable </li></ul>
  32. 34. Using your blog as your web site
  33. 35. Using your blog as your web site <ul><li>Modify blog so structure is minimal </li></ul><ul><ul><li>Look at entries per page </li></ul></ul><ul><ul><li>Modify navigation and other elements </li></ul></ul><ul><li>Make a static page the home page </li></ul><ul><ul><li>Blog can still be one of the alternate pages </li></ul></ul><ul><li>Requires careful construction of widgets </li></ul>
  34. 36. Changing your home page
  35. 37. Automatic publishing on LinkedIn excerpt most recent post
  36. 38. Search Engine Optimization
  37. 39. Goodbye.
  38. 40. Cleve’s contact info <ul><li>[email_address] </li></ul><ul><li>LinkedIn: linkedin.com/in/clevecallison </li></ul><ul><li>Twitter: clevecallison </li></ul><ul><li>Blog: bit.ly/clevesblog </li></ul>