Introduction To Blogging
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Introduction To Blogging



Blogging is an essential component of any inbound marketing / social media campaign. ...

Blogging is an essential component of any inbound marketing / social media campaign.

This presentation explains what a blog is and how it fits into your content creation strategy, how to read blogs and how to write and host blogs.



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    Introduction To Blogging Introduction To Blogging Presentation Transcript

    • Introduction to Blogging
      What is blogging? How do you read blogs? How do you write blogs?
    • Content – The substance of any inbound marketing campaign
      Search Engine Optimization (SEO) – Makes it easier for potential customers to find content
      Building sites
      Inbound Links (getting others to link to your site)
      Social Media – amplifies content
      “When your content is distributed across and discussed on networks of personal relationships, it becomes more authentic and nuanced, and is more likely to draw qualified customers to your site.”
      Three Key Components
    • From Hubspot:
    • A blog (a contraction of the term "web log")is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaningto maintain or add content to a blog. (from Wikipedia)
      A corporate weblog is published and used by an organization to reach its organizational goals. The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads. (from Wikipedia)
      A blog is a conversation – someone writes, others comment and comments are responded to
      More than 12% of Fortune 500 companies maintain corporate blogs
      What is a blog?
    • A few examples
    • More examples
    • RSS (most commonly expanded as "Really Simple Syndication") is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format (via Wikipedia)
      Can take the content from one site (such as a blog) and publish it / syndicate it elsewhere, such as:
      Feed Reader
      Twitter Status (but remember, 1 way communication)
      Facebook status update
      RSS: Really Simple Syndication
    • Go to the site itself
      Feed reader – enter the feed into a feed reader (aggregator) -
      Google Reader (
      How to read blogs
    • Hosted on your own company’s website, using content management software such as
      WordPress ( - free
      Joomla ( – free
      Drupal ( – free
      This requires a domain name and hosting plan. Hosting plans are available from $7/month up to over $100/month from companies like Bluehostor MediaTemple or hundreds of others
      Hosted on a blog storage service, such as:
      WordPress ( – free for domain, extra to host on your own domain
      Blogger ( – free for domain, extra to host on your own domain (foundied in 1999, purchased by Google in 2003)
      Provides limited functionality, may have on-screen ads
      No hosting cost, but at whim of the service, not yourself and your own service
      How to write your own blog
    • Stay on Topic
      Be informative
      Old news is not news
      Adhere to a Schedule
      Clarity and simplicity
      Include related keywords in title (<10-12 words in title)
      Quantity Matters (better a lot of small posts than one large post)
      Spell Checking and Proof Reading – yes, good writing matters
      How to write for blogs: 10 Great Tips from Master New Media
      Additional resource: How to Write Great Blog Content
    • Keyword rich text – not too much but include important keywords in post title, body
      Natural and organic – write for the reader, not the search engine
      Anchor text –link to the keyword, instead of saying “click here to learn about the latest widget that will make the world a better place” say “The latest widget will make the world a better place.”
      “Check this out” is considered spammy
      Write useful and well-written content that people love to read
      Content Writing & An Introduction to SEO
    • Content, Links, Structure
    • Google
      Google Blogsearch
      Links on other sites
      Content Aggregators – sites that list other blogs and update them in real time
      How to Find Blogs