And Now You Want Us To Blog Too?

And Now You Want UsTo Blog, Too?
Deirdre Reid, CAE
April 15, 2011
Association Executives of North Carolina

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.

Blog = Solution
What do you hope to accomplish
with your blog?
Identify objectives it will
help your association and your members achieve.

Blog = Solution
SEO = Search Engine Optimization
Awareness
Authority

Blog = SolutionKnowledge Hub
News and Info Opinion
Analysis Education

Blog = SolutionThought Leader
Public relations Awareness
Myth-busting Personality

Blog = SolutionAdvocacy
Illustrate Influence
Motivate Organize

Blog = SolutionMarketing
Events Membership Products

Blog = SolutionCommunity
Spotlight Entertain Engage

Selling a Blog to Your Board
CEO as change agent
Avoid jargon
Sell solution
Sell the benefits

First Things First
Know your objectives.
Know your audiences and their needs and aspirations.
Listen and learn.
Create a content strategy.

Identify Your Audience(s)
Members
Attendees
Prospects
Influencers
Policymakers
Media

“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?

Get the Lay of the Land
Subscribe to other blogs – Google Reader
Pay attention to:
Topics
Frequency
Voice
Interaction
Authors

Find your voice
Blogs are different.
Blogs are social.
Be real.
Be human.
Tell a story.

The Hunt for Content
Identify categories
Inventory content
Brainstorm ideas
Content is
everyone’s job

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

Content Collectors
Reuse
Repurpose
Recycle
Piggyback

Content Cure-ationBe a curator

The Talent
Staff
Members
Guests
Freelancers

Editorial Calendar
Match to meeting, marketing and legislative calendars.
Be consistent with frequency.

Make It Work
Always collect, scout and repurpose.
Respect writing time.
Set timer and disconnect.
Take breaks.
Let it flow.
Keep it short.

Comments
“Err on the side of conversation.”

If you build it, will they come?
Build blog reading habits
External/social pressure
Regular schedule/appointment
Repeated exposure in a short time period

Social Marketing
RSS and email subscriptions
Share tools
Blog comments elsewhere
Facebook page updates
LinkedIn group feed
Tweet posts

Traditional Marketing
Website real estate
Membership and event collateral
Email sigs
Newsletters

How do you define success?
Think about metrics….
…but don’t obsess.
…keep it simple.

Questions?
Deirdre Reid, CAE
deirdre.reid.nc@gmail.com
@deirdrereid
http://deirdrereid.com
http://grabbingthegusto.com

And Now You Want Us To Blog Too?

by Deirdre Reid on Apr 18, 2011

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And Now You Want Us To Blog Too? — Presentation Transcript