This document provides tips for becoming a successful blogger. It discusses that an effective blog focuses on starting conversations around topics of interest to the target audience. While some think blogging is outdated, data shows blogs can generate quality leads at low costs. The document advises setting goals, choosing key performance indicators, and creating an editorial calendar to plan blog content. It also stresses the importance of actively engaging with readers through comments and sharing content on other sites to attract new visitors and traffic. Metrics like reach, engagement, and leads can then measure the return on investment from blogging.

1. Become a blogging superstar! Creating and nurturing your own media channel

2. Hello! Vassilena Valchanova (Bulgaria) Agency work for 3 years (PetrolVilla Group, BMW, Wyeth Pharmaceuticals, LG Electronics) Marketing Co-ordinator for 1 year (Razer, Canyon, Prestigio) Blogger for 4 years (BG Top 20 overall, BG Top 3 in Marketing)

3. The 3 things that make a difference in blogging What your blog is about? – Conversation, understanding, insight How to do it? – The Who, the What and the When of blogging How to be really good at it?– The listen/talk balance, earning eyeballs, making sense of numbers

4. What is a blog? A place where you can frequently and engagingly discuss chosen topics with your target audience.

5. Aren’t blogs passé? “I don’t use my blog anymore. All the people I’m trying to reach are on Facebook.” Pew Research: blogging falls 50% for 12-17 year-olds, 2% for 18-33 y.o. Users flocking to Facebook, Twitter Hybrid platforms (Tumblr, Posterous) emerging Data: New York Times, citing Pew Research

6. Aren’t blogs passé? Blogs generate leads at costs below average: 55% agree Customer acquisition through blogs: 55% B2B, 63% B2B Publishing a company blog: 48% to 65% in 2 years 36% of Fortune 100 companies blogging – few do it, you’ll stand out Data: The 2011 State of Inbound Marketing (HubSpot), Global Social Media Check-up 2011 (Burson-Marsteller) Rumors of my death are greatly exaggerated.

7. Again! What is YOUR blog? A place for: Starting a conversation Building understanding and trust Gathering customer insight

8. Conversation

9. Understanding and Trust

10. Customer Insight

11. Creating your blog The technical part Leave it to the webteam Do it yourself Focus on the content http://www.squidoo.com/buildawebsite-blogplatform

13. SEARCH HEADER OTHER PLACES SIDEBAR WIDGETS NAVIGATION TITLES EXCERPTS VISUALS SOCIAL SHARING

14. The Who: Author(s) A corporate name for all posts – written by CorpComms Employee name for different posts – moderated by CorpComms Independent employee blogs Separate CEO blog

15. The What: Content Explain what you do and what you stand for Give some “behind the scenes” knowledge Share advice It’s not about you, it’s about your audience Why so serious?

16. The When: Planning Setting up goals and objectives Choosing KPIs Writing a blog development plan Creating an editorial calendar

17. Listening and Talking “Hear” the comments on your blog on social media Reply often honestly quickly Talk on other blogs Do you have something to say?

18. Attracting traffic Don’t sell No PR BS Be interesting Make sharing AEAP* Analyze and optimize: Your readers’ habits Your choice of topics *AEAP – as easy as possible

19. ROB (Return on Blogging) Setting goals beforehand gives you good ROB indicators What do you want to measure: Reach (traffic, unique/new visitors, pageviews, time spent) Engagement (comments, Likes, shares, RTs) Site benefits (inbound traffic, SEO scores) Revenue (leads, goal completion)

20. THANK YOU! @vasvalch http://www.linkedin.com/in/vassilenavalchanova http://vasvalch.com

21. Photos Slide 1: http://www.flickr.com/photos/49653271@N05/5295920252/ Slide 4: http://thenextweb.com/us/files/2010/08/blogging-requires-passion-and-authority-e1282142376774.jpg Slide 5: http://4.bp.blogspot.com/_gD-31MS_OMs/TMbeVhKFciI/AAAAAAAAAAM/hcO_PWXyauo/S748/(20)+Charlot+Charlie+Chaplin+0128.jpg Slide 6: http://www.zahradka-art.com/images/artwork/Mark%20Twain.jpg Slide 7: http://www.fotopedia.com/items/flickr-10677420 Slide 16: http://www.flickr.com/photos/ahnmyrrh/3634153932/ Slide 17: http://www.flickr.com/photos/rnphotos/4689893987/ Slide 18: http://www.flickr.com/photos/kengz/67187556/ Slide 19: http://www.flickr.com/photos/chortler/2280423748/ Slide 20: http://www.flickr.com/photos/brentdanley/159680360/