Blogging for Business
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Blogging for Business



If you're considering starting a blog for your business or non-profit, here are a few reasons why a blog is good for your website and a few decisions you make as you begin setting up a blog.

If you're considering starting a blog for your business or non-profit, here are a few reasons why a blog is good for your website and a few decisions you make as you begin setting up a blog.



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Blogging for Business Blogging for Business Presentation Transcript

  • Blogging For Business Version 1.0
  • My name is Nicole Ouellette. I own my own internet marketing company, Breaking Even Communications. You can find me online (@breakingeven) or somewhere in northern or Downeast Maine.
  • What Is A Blog? A blog is a specific kind of website that's:
    • Frequently updated- with newest entries appearing higher on the page
    • Searchable- with tags, archives, etc.
    • Interactive elements- commenting (but could also include more)
  • Anatomy of A Blog Archives Newest entry on top Subscription options User participation Keep readers on the page
  • Blog Features Here are some features you might want to use on your blog:
    • Recent comments
    • Recent posts
    • Archives and/or Search
    • Subscription options
    • Blogroll
    • Social Media integration
    • Look at blogs you like for other feature ideas.
  • Why do people blog?
    • Good for search engines (frequent changes, keywords, links)
    • Easy-to-use software
    • People read blogs
    • Bloggers are increasingly credible
    • Visitor interaction more than a regular site
  • Why Do Search Engines Like Blogs? Keywords Links Tags Frequently updated content
  • Companies With and Without Blogs In Search Engines Blog
  • Blog Software is easy to use. Most blogs have easy-to-use software:
  • People read blogs.
      33% of internet users (24% of all adults) read blogs, with 11% of internet users doing so daily. - Pew Internet & American Life Project in 2008 Social networks and blogs are the fourth most popular online activities, beating personal email. (Econsultancy, 2009) -Social Commerce Statistics at BazaarVoice
  • Blogs are more interactive than other websites:
    • Calls to Action (why you are blogging)
    • “What do you think?” (post or poll question)
    • Commenting/Forums
    • Contests/Giveaways
    • Guest posts/other writers
    • (Note: Not all blogs have all these features.)
  • Interactive Blog Feature: Poll
  • Interactive Blog Feature: Comments
  • Interactive Blog Feature: Share
  • Formula for a Good Blog Content + Concern for readers + Call to action
  • Is A Blog Right For You? Blogs are great but...
    • Do you have time?
    • Writing skills?
    • Able to learn (or pay someone for) tech?
  • Call To Action: What Can Readers Do? Your blog should have a call to action. When people do your call to action, it's called a conversion. Measure conversions to see how successful you are in your efforts:
    • Email newsletter signup
    • Buying something on your website
    • Facebook fan your brand page
  • Blogging Platforms On your domain vs. A hosted domain
    • Some think having a link to your website from a separate website is better for SEO (like Rich Brooks).
    • Some think the 'power' of a blog should be used to optimize your website (like me).
    • It doesn't matter — because the blog is linked to your site!
  • Option Three: Going The Free Route Ex: Upside- It's free, and there's some customization available. Downside- Long domain, limited customization/storage, optimizing a domain that isn't yours.
  • How To Pick Your Platform
    • Do you want your own domain? (Or do you want to possibly move it later?)
    • What is your budget?
    • Do you want a lot of control over design?
    • What do your friends use? Your industry?
    • How technologically able are you?
  • Popularity of Platforms From
  • Example- Wordpress
  • Example- Blogger
  • Example- Blogger
  • Example- Tumblr
  • Example- Posterous
  • Blog and Website Design Make your blog look like your website to give a cohesive feel.
  • Writing Your Blog After making technical decisions, just write!
    • Use tags/keywords (How others find you)
    • Assume skimming (bullets, bold, etc.)
    • Try photos/video. (Creative Commons.)
    • Be consistent with publishing.
  • Engage Your Readers
    • Have a contests/giveaway.
    • Ask a question at the end of a post.
    • Be yourself. (Re: You aren't CNN.)
    • Be controversial (or at least host a debate).
    • Have useful, interesting information.
    • Accept user-submitted content.
  • Connect With Other Bloggers
    • Add favorite bloggers to your blogroll.
    • Leave a comment (and a link to your site).
    • Offer to guest post for a blogger you admire.
    • Feature a blogger or blog on your blog.
    (They should notice by looking at their stats.)
  • Make Your Blog Easier To Access
    • Make it available on Kindle/readers.
    • Make sure it has a mobile version (most blogging software does this automatically).
    • Make it so people can subscribe via email or RSS (use a service like Feedburner).
    • Integrate it with social media (like NetworkedBlogs for Facebook).
  • Measure Your Efforts
    • Website analytics/stats
    • Conversions (How many people took your desired action)
  • Summary
    • Blogs are good for a website; both people and search engines like them.
    • Blogs can establish authority, connect you with others, and 'educate' people about your company, products, and services.
    • There are many blog platforms to pick from.
    • Connect with readers and other bloggers.
    • Make sure it's worth it (specific goals).
  • Resources (For online publishers- free white papers on Fridays) (A blog by and for professional bloggers) Keyword Search Tools (Google has a free one) Your real life and online friends
  • Thanks!