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Blog World East 2011 Recap
 

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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    Blog World East 2011 Recap Blog World East 2011 Recap Presentation Transcript

    • Blog World East 2011 Recap
      Angie Laxdal
      writer + public relations specialist
      The Flint Group
    • 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.
    • What should businesses talk about?
      Be conversational.
      Be helpful.
      Be useful.
      Stop talking about yourself.
    • Transparency + Authenticity
      Finding balance:
      Be real.
      But be smart. Use best judgment.
      Don’t air out your dirty laundry.
    • 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.?
    • 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
    • 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
    • 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.
    • 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.
    • 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
    • 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.
    • Establish a connection with readers
      Answer emails
      Respond to comments
      Create meeting place (community) for readers
      Forum leads to more content
    • 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.
    • 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
    • 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)
    • 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.
    • 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).
    • 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.
    • 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
    • Company
      history/
      65th
      Employees’
      hobbies
      Culture
      club
      activities
      Client work
      Partnerspotlight
      What to talk about?
      Community
      events
      Ad
      critiques
      Industry
      news