And Now You Want Us To Blog Too?

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Blogging for associations - benefits, strategy, content and making it work.

Blogging for associations - benefits, strategy, content and making it work.

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  • 1. And Now You Want UsTo Blog, Too?
    Deirdre Reid, CAE
    April 15, 2011
    Association Executives of North Carolina
  • 2. 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.
  • 3. Blog = Solution
    What do you hope to accomplish
    with your blog?
    Identify objectives it will
    help your association and your members achieve.
  • 4. Blog = Solution
    SEO = Search Engine Optimization
    Awareness
    Authority
  • 5. Blog = SolutionKnowledge Hub
    News and Info Opinion
    Analysis Education
  • 6. Blog = SolutionThought Leader
    Public relations Awareness
    Myth-busting Personality
  • 7. Blog = SolutionAdvocacy
    Illustrate Influence
    Motivate Organize
  • 8. Blog = SolutionMarketing
    Events Membership Products
  • 9. Blog = SolutionCommunity
    Spotlight Entertain Engage
  • 10. Selling a Blog to Your Board
    CEO as change agent
    Avoid jargon
    Sell solution
    Sell the benefits
  • 11. First Things First
    Know your objectives.
    Know your audiences and their needs and aspirations.
    Listen and learn.
    Create a content strategy.
  • 12. Identify Your Audience(s)
    Members
    Attendees
    Prospects
    Influencers
    Policymakers
    Media
  • 13. “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?
  • 14. Get the Lay of the Land
    Subscribe to other blogs – Google Reader
    Pay attention to:
  • Find your voice
    Blogs are different.
    Blogs are social.
    Be real.
    Be human.
    Tell a story.
  • 19. The Hunt for Content
    Identify categories
    Inventory content
    Brainstorm ideas
    Content is
    everyone’s job
  • 20. 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
  • 21. Content Collectors
    Reuse
    Repurpose
    Recycle
    Piggyback
  • 22. Content Cure-ationBe a curator
  • 23. The Talent
    Staff
    Members
    Guests
    Freelancers
  • 24. Editorial Calendar
    Match to meeting, marketing and legislative calendars.
    Be consistent with frequency.
  • 25. Make It Work
    Always collect, scout and repurpose.
    Respect writing time.
    Set timer and disconnect.
    Take breaks.
    Let it flow.
    Keep it short.
  • 26. Comments
    “Err on the side of conversation.”
  • 27. If you build it, will they come?
    Build blog reading habits
    External/social pressure
    Regular schedule/appointment
    Repeated exposure in a short time period
  • 28. Social Marketing
    RSS and email subscriptions
    Share tools
    Blog comments elsewhere
    Facebook page updates
    LinkedIn group feed
    Tweet posts
  • 29. Traditional Marketing
    Website real estate
    Membership and event collateral
    Email sigs
    Newsletters
  • 30. How do you define success?
    Think about metrics….
    …but don’t obsess.
    …keep it simple.
  • 31. Questions?
    Deirdre Reid, CAE
    deirdre.reid.nc@gmail.com
    @deirdrereid
    http://deirdrereid.com
    http://grabbingthegusto.com