Blogging for Business

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With so many kind of social media and online networks, is good ol’ blogging still useful for business? Yes! This session, intended for independent professionals and business owners, will cover the basics of why and how to create a blog for business, and then how to go beyond the basics to make something amazing. Why blog, how to start, where to find content, how to connect it with other marketing and business processes, and where to find help (especially free resources).

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  • What makes a good blog?
    We all know it’s a conversation.
  • In reality, social media by business tends to come off less as a conversation and more as shouting into the wilderness.
    Lots of focus on new media for broadcast, and there’s a place for it. Let’s start here.
  • Strategy for building contacts through your business blog
    -- AKA broadcast strategy or the e-book strategy
    NOTE: make sure to give people a way to opt out later

  • How this applies to blogging:
    Who is your target?
    What’s your unique value?
    What can you tell your target that embodies your unique value?
  • How this applies to blogging:
    Who is your target?
    What’s your unique value?
    What can you tell your target that embodies your unique value?
  • How this applies to blogging:
    Who is your target?
    What’s your unique value?
    What can you tell your target that embodies your unique value?
  • How this applies to blogging:
    Who is your target?
    What’s your unique value?
    What can you tell your target that embodies your unique value?
  • How this applies to blogging:
    Who is your target?
    What’s your unique value?
    What can you tell your target that embodies your unique value?
  • How this applies to blogging:
    Who is your target?
    What’s your unique value?
    What can you tell your target that embodies your unique value?















  • But what’s really interesting is when you can create conversation between and among a community. Something bigger than just your business.

  • Note overlap with Justin Kownacki’s talk Saturday morning
  • Note overlap with Justin Kownacki’s talk Saturday morning
  • Note overlap with Justin Kownacki’s talk Saturday morning
  • Note overlap with Justin Kownacki’s talk Saturday morning
  • Note overlap with Justin Kownacki’s talk Saturday morning
  • Note overlap with Justin Kownacki’s talk Saturday morning
  • Note overlap with Justin Kownacki’s talk Saturday morning
  • Amanda Palmer
  • Bob Parsons/GoDaddy
  • Made to Stick

  • These days, need to be a super-curator to stand out

    Maud Newton
  • John August
  • Murketing & Unconsumption
  • Marc Maron
  • LeanBlog and The Lean Library/Jamie Flinchbaugh
  • Seth Godin
  • Seth Godin







  • Blogging for Business

    1. 1. Blogging for Business Cynthia Closkey Big Big Design PodCamp Pittsburgh 5 September 19, 2010
    2. 2. Why blog? • Everyone else does • Have been given a directive from above • Need to express yourself • Want to make more money • Or ... ?
    3. 3. Make more money • Gather new leads from search engines • Build credibility > turn leads into sales • Get new business from existing clients • Get new leads from referrals • Reduce costs of serving existing clients • Reduce costs of working with partners & clients • Retain clients http://www.flickr.com/photos/aresauburnphotos/2678453389/
    4. 4. http://www.flickr.com/photos/eye2eye/50892860/
    5. 5. http://www.flickr.com/photos/mindaugasdanys/3766009204/
    6. 6. Building business through your blog • Create an original work: guide, checklist, workbook, toolkit • Offer this original work on your website in exchange for contact info • Write posts about related news, tying it back to your original work • Post updates to your original work on your blog • Invite feedback • Repeat
    7. 7. What should I blog about? http://www.flickr.com/photos/etohaholic/3049800858/
    8. 8. Value proposition
    9. 9. Value proposition For [target audience]
    10. 10. Value proposition For [target audience] who need [compelling reason to read],
    11. 11. Value proposition For [target audience] who need [compelling reason to read], [name of blog] is a [blog type]
    12. 12. Value proposition For [target audience] who need [compelling reason to read], [name of blog] is a [blog type] that provides [key benefit].
    13. 13. Value proposition For [target audience] who need [compelling reason to read], [name of blog] is a [blog type] that provides [key benefit]. Unlike [main competitor],
    14. 14. Value proposition For [target audience] who need [compelling reason to read], [name of blog] is a [blog type] that provides [key benefit]. Unlike [main competitor], [name of blog] [key differentiation].
    15. 15. Example: Big Big Web
    16. 16. Example: Big Big Web For small business owners & independent professionals
    17. 17. Example: Big Big Web For small business owners & independent professionals who need clear ideas for building business online,
    18. 18. Example: Big Big Web For small business owners & independent professionals who need clear ideas for building business online, Big Big Web’s blog is a how-to business blog
    19. 19. Example: Big Big Web For small business owners & independent professionals who need clear ideas for building business online, Big Big Web’s blog is a how-to business blog that provides step-by-step advice that even tech-averse people can follow.
    20. 20. Example: Big Big Web For small business owners & independent professionals who need clear ideas for building business online, Big Big Web’s blog is a how-to business blog that provides step-by-step advice that even tech-averse people can follow. Unlike Mashable,
    21. 21. Example: Big Big Web For small business owners & independent professionals who need clear ideas for building business online, Big Big Web’s blog is a how-to business blog that provides step-by-step advice that even tech-averse people can follow. Unlike Mashable, Big Big Web’s blog doesn’t overload or bog down with techie details, but cuts to the meat of the advice.
    22. 22. Create a business blog in 7 days http://www.flickr.com/photos/jamesjordan/1531979022/
    23. 23. Day 1 • Create an account on WordPress.com • Get a domain name or create a subdomain (http://blog.MyCompany.com) • Point the domain to the new WordPress account • Create a mailing list account, put form on blog
    24. 24. Day 2 • Make your About Us page with a photo • Make Contact Us page • Make page for Services or Products
    25. 25. Day 3 Write your first blog post: • Find an article that would be useful for your customers • Write 3 to 7 sentences about why the article is worth reading • Choose a key paragraph from the article • Link to the article
    26. 26. Day 4 • Write your second blog post, just as you did in Day 3 • EXTRA CREDIT: At the end of the post, include a question for readers about how they would address the issue in the article
    27. 27. Day 5 • Find 3 blogs in your industry • Set up a feedreader (e.g. Google Reader) • Add the feeds to the feedreader • Add useful sections of the NYT/news source • Add industry publications
    28. 28. Day 6 • Look through your Sent folder for a question you’ve answered • Turn question and answer into a blog post • Add a photo from Flickr or stock photo (or your own photo) • Publish!
    29. 29. Day 7 “Soft open”: • Send emails to 6 trusted contacts with link to blog • Ask specific questions to get feedback
    30. 30. Easy blog posts • Link to useful info • Event announcement • Q/A • Poll • Recurring theme • Interview (“Video Wednesday”) • Guest post/partner post • Group theme (“Mixology Monday”) • Photo post/photo essay
    31. 31. How to make a compelling blog that’s something more
    32. 32. How to make a compelling blog that’s something more • Be really funny and/or entertaining
    33. 33. How to make a compelling blog that’s something more • Be really funny and/or entertaining • Foster controversy
    34. 34. How to make a compelling blog that’s something more • Be really funny and/or entertaining • Foster controversy • Teach, inform, explain
    35. 35. How to make a compelling blog that’s something more • Be really funny and/or entertaining • Foster controversy • Teach, inform, explain • Curate
    36. 36. How to make a compelling blog that’s something more • Be really funny and/or entertaining • Foster controversy • Teach, inform, explain • Curate • Be the go-to guy for a particular topic
    37. 37. How to make a compelling blog that’s something more • Be really funny and/or entertaining • Foster controversy • Teach, inform, explain • Curate • Be the go-to guy for a particular topic • Give a home to a community
    38. 38. How to make a compelling blog that’s something more • Be really funny and/or entertaining • Foster controversy • Teach, inform, explain • Curate • Be the go-to guy for a particular topic • Give a home to a community • Start a movement
    39. 39. Be really funny and/or entertaining
    40. 40. Foster controversy
    41. 41. Teach, inform, explain
    42. 42. Curate
    43. 43. Be the go-to guy for a particular topic
    44. 44. Give a home to a community
    45. 45. Give a home to a community
    46. 46. Give a home to a community
    47. 47. Start a movement
    48. 48. Start a movement
    49. 49. How to create a compelling blog • Be really funny and/or entertaining • Foster controversy • Teach, inform, explain • Curate • Be the go-to guy for a particular topic • Build a home for a community • Start a movement
    50. 50. Example redux
    51. 51. Example redux For small business owners & independent professionals who need to share ideas and resources and commiserate with others like themselves, Big Big Web’s blog is a community that provides a supportive and safe space to connect with like-minded professionals. Unlike the local chamber of commerce, Big Big Web’s blog includes people outside of the immediate region, but in the same industry.
    52. 52. Why blog? • Everyone else does • Directive from above • Express yourself • Make more money • Or ... ?
    53. 53. Why blog? • Everyone else does • Directive from above • Express yourself • Make more money • To see what amazing things could happen
    54. 54. Tools & Resources • WordPress • Delicious • Firebug • Flickr • Google “19 Online Presence Management Tasks You Could Do Every Day”
    55. 55. Sites referenced • Amanda Palmer • Murketing • Perez Hilton • WTF Podcast • John Haydon/ • LeanBlog CorporateDollar.org • Seth Godin • Maud Newton • Secret Agent L • John August
    56. 56. Twitter: @cynthiacloskey Email: ccloskey@bigbigdesign.com Web: BigBigDesign.com & BigBigWeb.com Also: MyBrilliantMistakes.com

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