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A hubspot published document that talks about the ins-and-outs of Blogging for Business!

A hubspot published document that talks about the ins-and-outs of Blogging for Business!

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Blogging Business Blogging Business Presentation Transcript

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