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Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
Business Blogging Quickstart: Anatomy of a Blog
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Business Blogging Quickstart: Anatomy of a Blog

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What are the pieces that make up a typical business blog? This example-rich presentation demystifies the components of typical business blogs, including explanations of concepts such as permalinks …

What are the pieces that make up a typical business blog? This example-rich presentation demystifies the components of typical business blogs, including explanations of concepts such as permalinks and RSS.

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  • 1. Business Blogging Quick Start: Anatomy of a Blog Part of the Social Media and CRM 2.0 Professional Certification Seminar Series
  • 2. Agenda <ul><li>Anatomy of a blog </li></ul><ul><li>Connecting </li></ul><ul><ul><li>The business blogging ecosystem </li></ul></ul><ul><ul><li>Blogging etiquette </li></ul></ul><ul><ul><li>Connecting with customers and prospects </li></ul></ul><ul><ul><li>Tips for successful blogging and a successful blog </li></ul></ul><ul><li>Earning customers’ hearts, minds and attention </li></ul><ul><ul><li>Competitive survey </li></ul></ul><ul><ul><li>Planning for visibility </li></ul></ul><ul><ul><li>Identifying like minds and experts </li></ul></ul><ul><ul><li>Action plan framework </li></ul></ul>
  • 3. Anatomy Of A Blog
  • 4. Anatomy Of A Typical Blog: The Main Page <ul><li>Header </li></ul><ul><li>Center column </li></ul><ul><li>Sidebars </li></ul><ul><li>Footer </li></ul>
  • 5. Anatomy Of A Typical Blog: The Main Page <ul><li>Header </li></ul><ul><li>Center column </li></ul><ul><li>Sidebars </li></ul><ul><li>Footer </li></ul>
  • 6. Anatomy Of A Typical Blog: The Main Page <ul><li>Header </li></ul><ul><li>Center column </li></ul><ul><li>Sidebars </li></ul><ul><li>Footer </li></ul>
  • 7. Anatomy Of A Typical Blog: The Main Page <ul><li>Header </li></ul><ul><li>Center column </li></ul><ul><li>Sidebars </li></ul><ul><li>Footer </li></ul>
  • 8. Anatomy Of A Typical Blog: The Main Page <ul><li>Header </li></ul><ul><li>Center column </li></ul><ul><li>Sidebars </li></ul><ul><li>Footer </li></ul>
  • 9. Anatomy Of A Typical Blog: Postings <ul><li>The reason readers show up </li></ul><ul><li>Regularly updated </li></ul><ul><li>Many options on length, tone, etc. </li></ul>
  • 10. Anatomy Of A Typical Blog: Outbound Links <ul><li>Connections to others </li></ul><ul><li>Builds community </li></ul><ul><li>Links to supporting facts and good ideas </li></ul><ul><li>Shows respect </li></ul>
  • 11. Anatomy Of A Typical Blog: Full vs. Truncated Postings <ul><li>Full postings show the entire entry in the center column </li></ul><ul><li>Good if posts are typically “short” </li></ul><ul><li>Fewer, longer posts appear on the main page </li></ul>
  • 12. Anatomy Of A Typical Blog: Full vs. Truncated Postings <ul><li>Truncated postings show a portion of a post in the center column </li></ul><ul><li>Requires an additional click for the user </li></ul><ul><li>Lets readers see “snippets” of more posts </li></ul><ul><li>Considerate (and consider it) if posts are very long </li></ul>
  • 13. Anatomy Of A Typical Blog: Full vs. Truncated Postings <ul><li>Click brings reader from the snippet to the full post </li></ul><ul><li>Can be decided on a post-by-post basis </li></ul>
  • 14. Anatomy Of A Typical Blog: “Permalinks” <ul><li>Link to a particular post </li></ul><ul><li>Prevents others’ links from inaccuracy over time </li></ul><ul><li>Enable search engines to index individual posts </li></ul>
  • 15. Anatomy Of A Typical Blog: Author Biography And Contact Info <ul><li>Link to background of blog author </li></ul><ul><li>Information on how to contact author directly </li></ul><ul><li>Adds a human dimension to the blog </li></ul>
  • 16. Anatomy Of A Typical Blog: Author Biography <ul><li>No “typical” form for content </li></ul><ul><li>Can range from resume-like to free-form </li></ul><ul><li>Usually includes not only professional history, but personal interests as well </li></ul>
  • 17. Anatomy Of A Typical Blog: Contact Information <ul><li>Email </li></ul><ul><li>Phone </li></ul><ul><li>Many use Skype </li></ul><ul><li>Email may be “spam-proofed” </li></ul>
  • 18. Anatomy Of A Typical Blog: Author Identification (if multiple) <ul><li>Some biz blogs have multiple authors </li></ul><ul><li>Typically identified in the post </li></ul><ul><li>Typically listed in a side bar </li></ul><ul><li>Different, sometimes dissenting, voices </li></ul>
  • 19. Anatomy Of A Typical Blog: Comments <ul><li>The cornerstone of conversation and interaction </li></ul><ul><li>Can be anonymous, or identified </li></ul><ul><li>Can be moderated, or unmoderated </li></ul><ul><li>Can link back to author </li></ul><ul><li>Some posts get zero comments, some get dozens or hundreds </li></ul>
  • 20. Anatomy Of A Typical Blog: Authentication Systems <ul><li>May ensure identity of a commenter </li></ul><ul><li>More often simply used to ensure that a commenter is a person (not a program) </li></ul><ul><li>Aids in the prevention of “comment spam” </li></ul>
  • 21. Anatomy Of A Typical Blog: Archives <ul><li>Provides access to prior posts </li></ul><ul><li>Allows new readers to peruses “the back catalog” to get a feel for the tone and history of the blog </li></ul><ul><li>May be by date, or category or another organization scheme </li></ul>
  • 22. Anatomy Of A Typical Blog: Recent Posts <ul><li>Quick links to a handful of most recent posts </li></ul><ul><li>Allows readers to catch up on “recent events” </li></ul><ul><li>Gives a feel for current hot topics </li></ul>
  • 23. Anatomy Of A Typical Blog: Search <ul><li>Search within a blog </li></ul><ul><li>Usually powered by the public Google, Yahoo! Search engines </li></ul><ul><li>Provides readers way to find specific posts </li></ul>
  • 24. Anatomy Of A Typical Blog: Categories <ul><li>Many bloggers assign each post to one or more “categories” </li></ul><ul><li>Allows a reader to easily find all posts on a particular topic </li></ul><ul><li>Useful for both search engine optimization and “tagging” </li></ul>
  • 25. Aside: RSS (or “Really Simple Syndication”) <ul><li>“ TiVo for blogs” </li></ul><ul><li>Stands for “Really Simple Syndication” </li></ul><ul><li>RSS is a format that shares the “content” of blogs and web pages </li></ul><ul><li>Most blogs publish an RSS feed </li></ul><ul><li>RSS feeds from multiple blogs can be aggregated into portals such as MyYahoo! </li></ul><ul><li>Offering an RSS feed greatly extends a blog’s reach </li></ul>
  • 26. Anatomy Of A Typical Blog: Subscriptions <ul><li>It is critical to allow readers to “subscribe” to your blog </li></ul><ul><li>“ Subscribed” readers have access to your content without having to visit the web site </li></ul><ul><li>Many different technical choices </li></ul><ul><li>RSS, portals, “aggregators” </li></ul><ul><li>At minimum offer an RSS feed, other mechanisms if space, layout, and effort allow </li></ul>
  • 27. Anatomy Of A Typical Blog: Email Subscriptions <ul><li>RSS is the future, email is the now </li></ul><ul><li>For the near-to-mid term, email familiarity will greatly outstrip familiarity with RSS </li></ul><ul><li>Email subscriptions fill the gap until RSS integration is ubiquitous </li></ul>
  • 28. Anatomy Of A Typical Blog: “Artifacts” <ul><li>Aid in making the anonymous more personal </li></ul><ul><li>Give a more “360 degree” view of the author </li></ul><ul><li>Photos </li></ul><ul><li>Personal favorites </li></ul><ul><ul><li>Books </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Games </li></ul></ul><ul><ul><li>Affiliations </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  • 29. Anatomy Of A Typical Blog: Blogroll <ul><li>A public list of links to the homepages of other blogs a blog author finds noteworthy </li></ul><ul><li>A public endorsement of sorts </li></ul><ul><li>May contain few or dozens of links to other blogs </li></ul>
  • 30. This presentation is a portion of the Social Media and CRM 2.0 Professional Certification Seminar Series Learn more about the series here: http://www. socialcustomer .com http://www.bptpartners.com/socialmedia_agenda.aspx http://www.the56group.typepad.com/

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