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#1 IMU: How to Blog Effectively for Business (GF101)

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Class 1 of Inbound Marketing University …

Class 1 of Inbound Marketing University

How to Blog Effectively for Business (GF101)

Professors: Ann Handley & Mack Collier, MarketingProfs

Published in: Technology, Business

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  • 1. How to Blog Effectively for Business (GF101) Professors: Ann Handley & Mack Collier , MarketingProfs
  • 2.
    • Blogging for Business
    • What You Need to Know to Get Started
  • 3. Blog Readership Source: e-Marketer In 2008, 45% of the US internet population read blogs on a monthly basis. In 2013, 58% of the US internet population is projected to be reading blogs on a monthly basis.
  • 4. In 2008, 13% of the US internet population created or maintained a blog. By 2013, 17% of the US internet population will be blogging . Source: e-Marketer, blogs updated at least once every 3 months Blog Creation
  • 5. 128 million people in the US will be reading blogs on a monthly basis. 38 million people in the US will be blogging. Both stats reflect a 50% increase over current levels. By 2013… Source: e-Marketer
  • 6. So, what IS a blog? A tool that allows you to quickly and easily create and publish new content. Allows readers to leave feedback on that content, as well as react to feedback from other readers.
  • 7. Google loves blogs, which can be good, or bad Wal-Mart Blog Results Posts from other bloggers about Wal-Mart Blog
  • 8. Components of a blog
  • 9. Header Post Sidebar Comments
  • 10.  
  • 11. Why write about birthdays? What does that have to do with Graco?
  • 12. Promotes Best Western but also helps travelers find good deals
  • 13. Is this a post about carpet, or decorating?
  • 14. Blog posts can serve as communication tool in crisis situations
  • 15. Comments give readers a chance to leave feedback and interact
  • 16. Notice how blogger and readers refer to each other by first names
  • 17. Graco’s sidebar gives readers information and encourages interaction
  • 18. Sidebar contains additional information that readers can find value in
  • 19. The header sets visual tone for blog and has links to information for readers
  • 20. Two column layout; Post column and sidebar
  • 21.  
  • 22.  
  • 23. Two column layout; Sidebar and post column
  • 24. Three column layout; Sidebar, post column, sidebar
  • 25. Three Column Layout; Post Column, Sidebar, Sidebar
  • 26.  
  • 27. Issues to consider when picking a blogging platform
    • How many people will blog for your company?
    • How comfortable are you with editing your blog’s template?
    • Do you want to host your blog on your website, or a separate domain?
    • Do you want a free blog platform, or can you pay a monthly fee?
  • 28. Does Your Company Have the Resources to Blog?
    • Two issues to consider:
    • Do you have the time?
    • Do you have the people?
  • 29. Your blog does not have an expiration date… … can you commit to it from now on? http://www.flickr.com/photos/indieman/
  • 30. Pick bloggers that are happy and passionate Not people that would rather do something else… Not people that would rather be doing something else http://www.flickr.com/photos/cameronparkins Pick bloggers that are happy and passionate
  • 31. Qualifications for blogging?
    • People who are passionate about blogging and social media
    • People who are passionate about your company
    • People who are passionate about connecting and helping your customers
    • People who can write
  • 32. Should your CEO blog?
  • 33. A group blog is a very popular choice
  • 34.  
  • 35. Letting your evangelists blog for you can be a great idea
  • 36. SmartTools: Blog Marketing
  • 37. Mack Collier – Social Media Consultant Stay in touch with me here: Blog – http://www.theviralgarden.com Twitter – http://www.twitter.com/mackcollier Email – mack.collier@gmail.com
  • 38. Ann Handley
    • Chief Content Officer
    • MarketingProfs
    • www.marketingprofs.com
    • [email_address]
    • Twitter.com/marketingprofs