Blog World East 2011 Recap

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Angie Laxdal, writer and PR specialist with the Flint Group, attended Blog World East in May 2011. Here are some of her notes from the conference.

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Blog World East 2011 Recap

  1. 1.
  2. 2. Blog World East 2011 Recap<br />Angie Laxdal<br />writer + public relations specialist<br />The Flint Group<br />
  3. 3. Blogging: love it or leave it?<br />Love it: <br />Serves as brand microphone.<br />When done right, gives brand personality.<br />Improves SEO. Messages reach more people.<br />Leave it:<br />Needs constant attention.<br />Content cannot be an afterthought. Planning takes time. <br />Don’t bury it in a website; link to from homepage.<br />If you’re going to do it, do it right. <br />
  4. 4. What should businesses talk about?<br />Be conversational.<br />Be helpful.<br />Be useful.<br />Stop talking about yourself.<br />
  5. 5. Transparency + Authenticity<br />Finding balance:<br />Be real.<br />But be smart. Use best judgment. <br />Don’t air out your dirty laundry. <br />
  6. 6. Content Curation<br />The hardest part: getting into the habit.<br />Share what you’re already doing offline (but adapt everything for the channel). <br />Mental checklist: should I get video, photos, etc.?<br />
  7. 7. Analytics<br />Pay attention to time spent on site<br />Google analytics provides this<br />Don’t be a slave to your numbers<br />Instead, focus on making great content<br />Best practices<br />
  8. 8. A company blog can:<br />Promote transparency<br />Give a human voice<br />Start a conversation <br />Improve SEO<br />Provide a platform in a crisis <br />Cautions: <br />It’s a commitment<br />Establish a focus <br />
  9. 9. How to establish your brand:<br />Become the authority in your field. <br />Be open to giving more info.<br />Be authentic.<br />Say it like it is. People like honest.<br />Do not launch your blog too soon.<br />Do you have enough content to launch?<br />How often will you update?<br />Can you stop and take a break?<br />Get ahead and schedule posts.<br />
  10. 10. How to establish your brand:<br />Provide quality content.<br />The little things will take you to the next level.<br />Video, audio, photos, logos (brand our content), music (your own intro music or theme song)<br />Turn everything you do into content.<br />Record Skype calls. Encourage user-generated content. Etc.<br />Make a “rainy day” idea jar.<br />Keep it fun.<br />Post consistently.<br />
  11. 11. How to get free traffic:<br />Always link back to home.<br />YouTube<br />Use clear keywords and descriptions.<br />Facebook<br />Use Facebook comments as blog comments.<br />Include like and share buttons.<br />Create page for blog.<br />Twitter<br />Contests with free giveaways<br />Get your content posted on popular sites<br />
  12. 12. Why YouTube?<br />It’s where the people are.<br />It’s free.<br />People can share your content.<br />Videos appear in Google search results.<br />Don’t just embed videos into your blog. First, upload to YouTube and then embed from YouTube.<br />
  13. 13. Establish a connection with readers<br />Answer emails<br />Respond to comments<br />Create meeting place (community) for readers <br />Forum leads to more content<br />
  14. 14. Why people are social-media obsessed:<br />Quick read<br />Easy access<br />Immediately gratifying<br />If valuable, walk away smarter<br />Entertaining<br />We want what we want and we want it now.<br />We’re hard-wired to consume content in bite-sized bits.<br />
  15. 15. Blogging pain points:<br />Not enough traffic<br />Lack of interest and relevant content ideas<br />It’s all been said before… but not by you.<br />You have a unique perspective.<br />Flint example: Any agency can talk about marketing. But only we can talk about our clients, our case studies, our employees, our culture, our history and our story.<br />The Solution?<br />Steal key elements from social media, apply to blog<br />
  16. 16. 5 elements that make social media addictive:<br />Instant rapport<br />Relevance (real time)<br />Instant gratification<br />Share-ability (beyond buttons)<br />The promise of more (calls to action)<br />
  17. 17. The captive audience is dead.<br />Treat each post like a 1st impression.<br />Make those 1st few seconds personal, friendly, inviting—get the readers thinking about themselves.<br />Write like you’re talking to just one person.<br />
  18. 18. Tips for building instant rapport:<br />Make sure your blog reflects your brand impeccably.<br />If you have website shame, tackle that right now.<br />Make it about them, not you.<br />The most important word in the human language: you.<br />Think about how you build rapport in person—you ask people about them.<br />Become a storyteller.<br />Tell your story as a way to let your readers connect to theirs.<br />Case study: whitehottruth.com (crazy thoughts – show your flaws to bring people in).<br />
  19. 19. How to be relevant:<br />Make it mean something.<br />Get clear on who your audience is.<br />Uncover the essentials needed in your content. <br />You can’t be everything to everybody.<br />Don’t worry what everyone else thinks—care about what your audience thinks. <br />Give something tangible and easy to digest.<br />It’s no longer okay to just state the obvious. <br />
  20. 20. Harry<br />Potter<br />History<br />Royal<br />wedding<br />treasure <br />hunt<br />Pop<br />Culture<br />Dance mob<br />at world of <br />Coca-Cola<br />What to talk about? <br />Collectibles<br />Exhibits/<br />displays<br />Share<br />old ads<br />
  21. 21. Company<br />history/<br />65th<br />Employees’<br />hobbies<br />Culture<br />club<br />activities<br />Client work<br />Partnerspotlight<br />What to talk about? <br />Community<br />events<br />Ad <br />critiques<br />Industry<br />news<br />
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