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.

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