Corporate Blogging Workshop


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A workshop presentation that looks at the benefits of blogs and blogging, how blog posts are structured, and the tactical elements (headlines, comments, links, etc.) to be successful.

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  • health, justice, family support, and employment and training. Friendship Centres also design and deliver local initiatives in areas such as education, economic development, children's and youth initiatives, and cultural awareness. 
  • 8 out of 10 people will notice your headline; two out of 10 will click on it.“At its essence, a compelling headline must promise some kind of benefit or reward for the reader, in trade for the valuable time it takes to read more.” - Bryan Clark, www.copyblogger.comOn average, 8 out of 10 people will read a headline but only two out of 10 will read the rest of the story. Writing great headlines is an art than a science, and it takes practice.
  • "How" and "how to" are powerful words to use inside of a headline. By using these words you are basically conveying to the reader that you are offering to show them something that they may not have known about. Everybody wants to know how to do stuff, as long as it's about something they're in to. We all want to be better, smarter people right?Consider where your readers are searching for articles that are relevant to them. More than likely they're going to be using one of the major search engines such as Google, Live Search, or Yahoo. By using relevant keywords at the beginning of your headlines, you are reflecting the request that your target audience just put into the search engine box. This technique makes it much more likely that people will check out your articles.State negative information in positive form. "No Action Taken On Ruling By Pacifists" would be better written "Pacifists Decline to Act on Ruling."
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  • Corporate Blogging Workshop

    1. 1. Blogging Workshop
    2. 2. My blogging “resume” • Blogging since 2004 • 6K+ posts • 10,000+ hours (Malcolm Gladwell’s “Outliers” rule)
    3. 3. Current blogs
    4. 4. Thought Leadership
    5. 5. Deliver Value-Added Content
    6. 6. • Search engines love fresh content • Google’s new Hummingbird algorithm makes original content more important
    7. 7. Blogs are Content Engines That Fuel: • Newsletters • Social Media • Website Content • Infographics • Videos
    8. 8. Lots of people read blogs
    9. 9. Define your target audiences
    10. 10. establish your What are the goals for the blog? How will you measure its success?
    11. 11. Brand Awareness Thought Leadership What are the goals for the blog? How will you measure its success? Leads/Sales Traffic Engagement
    12. 12. establish an editorial
    13. 13. Develop Blog Post Ideas
    14. 14. 100 blog post ideas in less than 5 hours – via Marcus Sheridan (aka The Sales Lion)
    15. 15. put together an
    16. 16. Exercise create blog ideas
    17. 17. • Make a long-term commitment • Keep an ongoing list of blog ideas • Define roles and responsibilities • Delegate
    18. 18. Tone How will you talk to your readers?
    19. 19. Tone Tips……. Be captivating Write like you talk Be direct Be conversational
    20. 20. Create an Editorial Calendar
    21. 21. Create a Mix of Posts • Commentary • Lists • News • Q&A • Videos • Photos
    22. 22. The Blogging Mix Raisin Bran – basic everyday posts Spinach – Healthy, thoughtful posts Roasts – Big Blog Projects Tabasco – Posts That Start Fire Chocolate Cake – The Sweet Stuff Source: Sigma Web Marketing
    23. 23. So, Who Writes the Blog?
    24. 24. One or Many Bloggers?
    25. 25. Structure
    26. 26. How Often?
    27. 27. How Often?
    28. 28. How Long?
    29. 29. Start with a Summary
    30. 30. Paragraphs should be short: 1 to 2 sentences
    31. 31. Sentences
    32. 32. "I never write metropolis for seven cents, because I can get the same price for city". - Mark Twain, who was paid seven cents/word as a journalist
    33. 33. Take 10 minutes to do the following sentence structure exercise:
    34. 34. Headlines Matter
    35. 35. Good or Bad Headline? • • • • • • • • • • Governor Swears in Legislature March Planned For Next August Lingerie Shipment Hijacked; Thief Gives Police the Slip L.A. Voters Approve Urban Renewal By Landslide Patient At Death's Door--Doctors Pull Him Through New burger targeted for McLean times Superman to die, so steel yourself Include Your Children When Baking Cookies Something Went Wrong in Jet Crash, Experts Say Police Begin Campaign to Run Down Jaywalkers
    36. 36. Tips to Create Great Headlines Ask Questions Be Short Use Keywords Be Snappy
    37. 37. Normal: Ways to Make Drinking Tea More Delightful Question: What are Ways to Make Drinking Tea More Delightful? How to: How to Make Drinking Tea More Delightful Numbers: 30 Ways To Make Drinking Tea More Delightful Reader-Addressing: Ways You Need to Make Drinking Tea More Delightful
    38. 38. Headline Exercise
    39. 39. With summer on the horizon, Nelson Brewing Company is already one step ahead preparing for the patio season which means the need for a cold beer. NBC will be debuting two exclusive keg only beers this summer: A wheat beer - not yet named - which will be served at The Royal to celebrate MarketFest and the Shambhalager, which will be served at Mike’s Place as part of Shambhala Music Festival’s 15th anniversary.
    40. 40. Nelson Brewing Company celebrates summer with new beers
    41. 41. Better Headlines? What’s Brewing This Summer on the Patio? Or New Keg-Only Beers: Get ‘Em While They’re Cold
    42. 42. Links
    43. 43. Blog posts can have links to external internal Websites
    44. 44. The Value of Links 1. Gives people access to other information sources 2. Makes you part of the conversation 3. Drives traffic to your older posts 4. Encourages bloggers to link to your content 5. Builds relations with other bloggers
    45. 45. Images Break up…..
    46. 46. Graphs
    47. 47. Charts
    48. 48. Cartoons
    49. 49. Comments Matter • The blogging “dividend” • Creates conversations • Showcases your expertise • Drives engagement and relationships
    50. 50. What to do? • Monitor • Review • Respond • Engage
    51. 51. How to Get Them • • • • Ask for them Have a opinion (aka don’t sit on the fence) Make it easy to leave a comment Link to other peoples’ blogs
    52. 52. How to Give ‘Em • • • Offer context, or make a point Provide a link to relevant content Include your name and Website
    53. 53. Spreading the Word
    54. 54. Referrals Visitors Traffic Time on Site
    55. 55. Analytics Tools
    56. 56. Other Blogging Tools
    57. 57. Writing a Blog Post 1. Select an idea 2. Write the post 3. Insert links 4. Insert images 5. Do a spelling and grammar check 6. Write a headline 7. Save as a draft, schedule or publish 8. Promote 9. Rinse and repeat
    58. 58. Blog Killers - No long-term plan - Lack of commitment - Fails to meet needs of target audiences - Infrequent posts - No engagement - No promotion
    59. 59. Thanks! @markevans