How to Blog Effectively for Business (GF101) Professors: Ann Handley & Mack Collier , MarketingProfs

Blogging for Business What You Need to Know to Get Started

Blogging for Business

What You Need to Know to Get Started

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.

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

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

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.

Google loves blogs, which can be good, or bad Wal-Mart Blog Results Posts from other bloggers about Wal-Mart Blog

Components of a blog

Header Post Sidebar Comments

Why write about birthdays? What does that have to do with Graco?

Promotes Best Western but also helps travelers find good deals

Is this a post about carpet, or decorating?

Blog posts can serve as communication tool in crisis situations

Comments give readers a chance to leave feedback and interact

Notice how blogger and readers refer to each other by first names

Graco’s sidebar gives readers information and encourages interaction

Sidebar contains additional information that readers can find value in

The header sets visual tone for blog and has links to information for readers

Two column layout; Post column and sidebar

Two column layout; Sidebar and post column

Three column layout; Sidebar, post column, sidebar

Three Column Layout; Post Column, Sidebar, Sidebar

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?

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?

Does Your Company Have the Resources to Blog? Two issues to consider: Do you have the time? Do you have the people?

Two issues to consider:

Do you have the time?

Do you have the people?

Your blog does not have an expiration date… … can you commit to it from now on? http://www.flickr.com/photos/indieman/

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

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

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

Should your CEO blog?

A group blog is a very popular choice

Letting your evangelists blog for you can be a great idea

SmartTools: Blog Marketing

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

Ann Handley Chief Content Officer MarketingProfs www.marketingprofs.com [email_address] Twitter.com/marketingprofs

Chief Content Officer

MarketingProfs

www.marketingprofs.com

[email_address]

Twitter.com/marketingprofs