Blogging for Business


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This presentation provides the basics for starting a blog, marketing a blog and using Wordpress. Brought to you by the founder of, a collaborative Food Blog in New Jersey. If you would like to use this presentation please contact me for permission.

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Blogging for Business

  2. 2. AGENDA What is a Blog? Why Blog? Types of Blogs? Getting Started 10 Tips for a Successful Blog Capturing Subscribers Wordpress Creating and Editing Your Blog Wordpress Features and Favorite Tools Your Roadmap 2
  3. 3. WHAT IS A BLOG?A Blog is a Website where You control the contentYou Create the Content (written or video)You Publish the Content to the InternetVocab: A Blog is the Website as a whole. Individual articlesare called “Posts.” 3
  4. 4. WHY BLOG?Attract leads, prospects, and opportunity withoutactively sellingGain Access to influential people in your industryConnect and gain the trust of prospects andcustomersGain tremendous ground in the search engines 4
  5. 5. TYPES OF BLOGS Business Blogs • Blogs to help promote the business that owns them Special Interest Blogs • Mom Blogs • Food Blogs • Crafting Blogs • Blogging Blogs • Political Blogs Many Special Interest Blogs are evolving into Entrepreneurial ventures. 5
  6. 6. JERSEY BITES 6
  7. 7. GETTINGSTARTED GC + OP – MM = GROWTHGreat Content + Other People – Marketing Messages = Growth 7
  8. 8. TIPS FOR DEVELOPING ASUCCESSFUL BLOGDefine Your VisionIdentify Your PeoplePurchase a Dot ComVisit Other BlogsPick a NicheRemember the Search EnginesMix it UpLearn to WritePhotos are KeyBe ConsistentTrack Your ProgressGet Out There 8
  9. 9. DEFINE YOUR BLOG’SVISION What do you want to achieve? Why do you want it? What are your underlying motivations? Can Others rally around your vision? What perceived problems are you addressing? What are you lacking today? What can keep you from accomplishing your vision? 9
  10. 10. IDENTIFY YOUR PEOPLEWho do you know thatcan help you withcontent?What other bloggers areinfluencers in yourindustry?What can you offerindustry influencers toget them involved? These Lists Will Grow and Evolve Over Time as Your Learn More and Meet More People. 10
  11. 11. PURCHASE A DOT.COM 11
  12. 12. VISIT OTHER BLOGS: WHATARE THEY DOING RIGHT,WRONG? LEARN FROM THEM Casual fonts and the informal language they use to spotlight the features on the site. More “people- speak” than “marketing-speak” Fun attention getting photos 12
  13. 13. PICK A NICHEWeave in a theme throughout your blog. Go deeper byallowing your audience to see what’s behind the curtain.Behind-the-scenes stories and footage invite the reader ineven more and will help you create content that stays true toyour theme. 13
  14. 14. TITLE YOUR POSTS FORTHE SEARCH ENGINESYour Post Titles play a bigpart in how the searchengines rank your posts.Clever post titles may beclever, but they won’t getyou anywhere on Google.Use Google’s Keyword toolto discover what peopleare searching for andname your posts with thesekeywords in mind. 14
  15. 15. LEARN TO WRITETo be a good writer, you must be an even better editor.Less is more when it comes to effective blogging.Always take a second look for spelling and grammatical errors.Enlist a family member or friend who is a good proof reader.Blogging is conversational.Your first paragraph needs to be compelling enough to get them tocontinue reading. 15
  16. 16. MIX IT UPContent IdeasTop 5 – 10 Lists“Best of” listsSeasonalsuggestionsContestsBook ReviewsInterviewsProduct ReviewsMulti part seriesVideo 16
  17. 17. PHOTOS / IMAGES ARE KEYPhotos on a blog are essential when you want to create afeeling or experience for your readers. 17
  18. 18. BE CONSISTENTPick a Day or Days for Your Blog Posts and Be ConsistentYou readers will know when to expect an update from you and thesearch engines will start to trust your blog. Your blog will gainauthority and your posts will start to rank higher and higher in thesearch engines.Create a Theme Day • Tasty Tuesday • Win it Wednesday • Motivational Monday • Foodie Things to Do Weekend Roundup 18
  19. 19. GET OUT THERETrade Links with Other BloggersGuest Post on other BlogsPick a Charity or Organization YouCan Partner WithBecome a Monthly Contributor for aTrade PublicationShare Each Blog Post on YourFacebook Page, Twitter & LinkedInTip: Make content sharing on your siteas easy as possible for your readers. Ifthey have to look around for the sharefeatures, they’ll likely skip sharingaltogether. 19
  20. 20. TRACK YOURPROGRESSInstall Google Analytics on your blog and study whatworks. What are your most popular blog posts? What Keywords are people using that end up in visits? What days of the week are you getting the most traffic? If Monday is a popular day on your blog, be sure to have something noteworthy and hopefully “social bookmark”- worthy posted every Monday. If a particular topic gets more attention, shares, hits, 20 come up with more articles on the topic.
  21. 21. CAPTURESUBSCRIBERSCan you offer a white paper orsome other valuableinformation in exchange forName and Email Addresses? 21
  22. 22. BLOG SEARCH ENGINESRegister Your Blog on:BloglinesBlogScopeTechnorati: the most popular blogsearch engines, provides currentinformation on both popularsearches and tags used tocategorize blog postings.Blogging CommunitiesBlogCatalog and MyBlogLogCategory Specific BlogCommunities:Foodbuzz 22
  23. 23. SYNDICATION RSS: 23
  24. 24. 24
  25. 25. BLOGGING PLATFORMS Wordpress Joomla Blogspot (blogger) Drupal Typepad Tumblr 25
  26. 26. WORDPRESS.COM BENEFITSIt’s free and much easier to setupEverything is taken care of: setup, upgrades, spam, backups, security, etc.Your blog is on hundreds of servers, so it’s highly unlikely it will go down dueto trafficYour posts are backed up automaticallyYou get extra traffic from blogs of the day and tagsYour login is secure (SSL) so no one can get into your account if you use ConsThey provide 100+ themes (and adding more every day) which you can modifyand edit the CSS, but you cannot run a custom themeYou can’t hack the PHP code behind your blog*You can’t upload plugins 26
  27. 27. WORDPRESS.ORG BENEFITSAbility to customize themesAbility to upload pluginsComplete control to change code if you’re technically ConsYou need a good web host, which generally costs $7-12 a monthRequires more technical knowledge to set up and runYou’re responsible for stopping spamYou have to handle backupsYou must upgrade the software manually when a new version comesout 27
  28. 28. PLUGINS ARE POWERFULWordpress plugins can make your blog function in somepretty cool ways. Some of the Plugins I use: • Wp-reCAPTCHA • Log In Lock Down • All in One SEO Pack • Embed Iframe • Evermore • Google XML Sitemap • Linked Within • Print Friendly and PDF • Share This • Wordpress Database Backup • Wordpress Google Calendar • WPtouch Pro 28
  29. 29. LINKED WITHIN 29
  30. 30. ON THE PAGE Contact Form EmailMultiple SubscriptionPages Google Calendar Product for Sale LinkedIn & Twitter Widget Search Box 30
  32. 32. CREATING A POST Save, Preview, PublishTitle YourPostInsertImageText BodySelect orCreateCategoriesAssign Tags 32
  33. 33. CATEGORIESAddcategoriesand sub-categories 33
  34. 34. TAGS 34
  35. 35. WIDGETS Drag and Drop Widgets to SidebarText WidgetAllows you toadd HTMLSnippets 35
  36. 36. COMMENTS 36
  37. 37. IMPORT YOUR BLOG 37
  39. 39. MONETIZING YOURBLOG Adding a Service 39
  40. 40. Branch OutBanner AdvertisingSponsored ContentSponsored Giveaways 40
  41. 41. RECOMMENDED TOOLS with several plugins Email Subscription for Blogs Email Service Provider PrintFriendly: Plugin allows for “print friendly” version of post Twitter: Great for Sharing Blog Content Facebook: Great for Sharing Blog Content Google Analytics: Study What is Working, What Keyword are bringing you visitors, and more Flickr: Store photos on Flickr for uploading to WP Picasa: Edit photos to make them look their best 41
  42. 42. AVOIDING NEWBIE MISTAKESAuto-loading MusicDon’t Get Hacked and Be Sure to BackupRegularlyNo Dark backgrounds with Light textSay No to too much sidebar clutterAccidental plagiarism (even with photos)• U.S. Copyright Office bluntly says: “Acknowledging the source of the copyrighted material does not substitute for obtaining permission.”Using “click here” instead of keywordphrases for links.Source: 42
  43. 43. YOUR ROADMAP 1. Purchase and Read Launch by Michael Stelzner 2. Research Other Blogs in Your Industry 3. Map out Your Vision 4. Identify The People Who Can Assist 5. Create a Content Calendar 6. Create a List of Plugins or Widgets 7. Develop a Design Concept 8. Have Blog Developed and Uploaded to Web Host 9. Start Blogging and syndicating to Social Accounts And Remember the Three P’s of Blogging 43 Passion, Persistence, and Patience
  44. 44. QUESTIONS? Deborah Smith, Social Media Consulting Foxtrot Media, LLC. Reach me @ or @DeborahLSmith 44