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How to Blog

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Best practices from Geoff Livingston of Zoetica (http://geofflivingston.com)

Best practices from Geoff Livingston of Zoetica (http://geofflivingston.com)


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  • 1. Blogging: The Basics A Webinar Developed by Zoetica ©2010
  • 2. What’s a blog?
    • A two-way conversation
    • An authentic voice
    • Characteristics:
    • Journal-esque entries
    • Reverse chronological order
    • Features: blog roll, about, recent posts, archives
  • 3. Why Blog?
    • Thought leadership
    • Share experiences and value w/ community
    • SEO
    • Provide capture point for marketing initiatives
    • Influence the media
    • Crisis PR
    • And much, much more
  • 4. Guiding Questions
    • Are you ready?
    • What’s the purpose (larger goals)?
    • Who will own it?
    • What topics will you cover?
    • What’s your comment policy?
    • How do you want to engage: Participation, value, influence and/or empowerment?
    • How much time will you allocate?
    • How will you market your blog?
  • 5. Stakeholder Experience Revolves Around Two Things
    • Cause As It Relates to Them
    • Complete Integrated Experience
  • 6. Structuring Your Content
  • 7. Content: Editorial Mission
    • The editorial mission serves as a compass
    • Determines topics
    • Coming up with ideas can be a brainstorm
    • How do the topics tie to your work?
    • Your stakeholders?
    • Do you have commentary to add?
  • 8. Content: Bringing the Editorial Mission to Life
    • Think in brush strokes
    • Color commentary on pertinent topics
    • Posts are often 3-10 paragraphs in length
    • Fully researched concepts can be broken into several posts
  • 9. Content: Tone
    • It’s not a formal business document
      • Personality should be included
      • Write it like you were talking with someone on a Saturday
    • Remove unnecessary 1 st person (I, me)
    • Edit for grammar
  • 10. Content: Structure
    • Long diatribes will drive people away
    • Ideal paragraph length is 3-6 lines
    • Posts greater than 10 paragraphs should be 1) stellar or 2) broken into multiple posts
    • Minimum of three links to other blogs per post
    • Ideal: Video, audio to supplement
    • Must: A picture for each post
  • 11. Content: Researching Links, Photos
    • Flickr Creative Commons for Images: http://www.flickr.com/creativecommons/
    • Make sure to provide attribution
    • Places to research blog posts for crosslinks:
      • s.technorati.com
      • blogsearch.google.com
      • Icerocket.com
    • Use key words and phrases from posts to find links
    • Ideal: You or PR firm is using del.icio.us to build reservoir of links, informative posts
  • 12. In The Past…
  • 13. Call to Action!
  • 14. Integration Creates Opportunity
    • Outbound
    • Email
    • Webinars
    • White papers
    • Events
    • Ads
    • Loyalist activities
    • =
    • Identity, opportunities, loyalty
    • Inbound
    • More information
    • Participation invites
    • Feedback loops
    • Harness group intel, activity (PM)
    • User gen. content
    • Fluid enterprise
    • =
    • Socialprise
  • 15. Promotion
    • Socnet participation
    • Bookmarking/sharing
    • Comment on and link to other blogs
    • Blog roll
    • Register the blog with Technorati, Google Blogs, and other blog search engines – Tags help!
    • Include the blog’s url in your email signature, business card, social network profiles
  • 16. Frequency & Fodder
    • The more you post, the better
      • 2 - 3 times a week is a good goal
      • Be consistent
    • Need ideas?
      • Read other blogs on your topic
      • Stay on top of news related to your topic
      • Your offline experiences are valuable & a great platform for a unique idea or perspective
      • Keep an idea log for future posts
  • 17. Comments
    • Acknowledge and listen
    • Always good to engage commenters, but you don’t have to answer every one.
    • Thank yous works
    • Negative comments are good!
    • Not all negative comments warrant a return, especially repeats
  • 18. Handling Trolls
    • Identify through search, previous Incidents
    • Attention seekers
    • Don’t feed the trolls!
    • If it’s serious, state your facts on your blog referencing the situation
    • Nikon D80 example
  • 19. Community
    • Your blog is not an island
    • Meet your community beyond your own blog:
      • Socnet groups
      • Niche socnets (e.g., Ning)
      • Twitter
    • Who else is writing about your topic?
    • Say hello, link to them, start a conversation
  • 20. Metrics that Matter
    • Call-to-action results
    • Inbound links (Technorati Authority; Google)
    • Post: Comment ratio
    • RSS Subscribers
    • Traffic:
      • Visitors/page views
      • Referring sites
      • Referring keywords
  • 21. Images Used
    • Neutron star 2004 by NASA http://www.flickr.com/photos/pingnews/291708133/
    • Tree of Life, by quema http://www.flickr.com/photos/quemas/1394199592/
    • Michelle, by digiart2001 http://www.flickr.com/photos/digiart2001/2143155562/
    • Black glass by exothermic http://www.flickr.com/photos/exothermic/2277966148/
    • New York Public Library by grahamwell http://www.flickr.com/photos/grahamwell/199603745/
    • AOL by cpchannel, http://www.flickr.com/photos/cpchannel/144214539/
    • Call to Action by Brick Marketing Consulting, http://www.brickmarketingconsulting.com/020401_1409_0045_osls_op_640x495.jpg
    • Megaphone Man by Aazonearth http://flickr.com/photos/aazis/393250260/
    • 19 th February 2005 by http://flickr.com/photos/paulwatson/5070829/