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

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