Lifting the Fog of the Blog: 8 Strategic Questions Before You Write 1 Word
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Lifting the Fog of the Blog: 8 Strategic Questions Before You Write 1 Word

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Before you write 1 word of your blog (or before you write 1 more word), answer these 8 strategic questions. Learn how, why, what, and where to blog, and how to measure your success in this ...

Before you write 1 word of your blog (or before you write 1 more word), answer these 8 strategic questions. Learn how, why, what, and where to blog, and how to measure your success in this presentation from social media strategy consultant Jay Baer (co-author of The NOW Revolution). This presentation on corporate blogging was developed for Blogging Success Summit 2011.

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    Lifting the Fog of the Blog: 8 Strategic Questions Before You Write 1 Word Lifting the Fog of the Blog: 8 Strategic Questions Before You Write 1 Word Presentation Transcript

    • Lifting the Fog of the Blog 8 Strategic Questions Before You Write One Word Jay Baer @jaybaer Design ©2011 WhitePaperSource Publishing • Content Copyrighted by Presenter
    •  
    • Blogging: It’s Easy. It’s Hard. 100+ Million Blogs. Why Should Yours Succeed?
    • Most Blogs are Random
    • Don’t Leave Your Success to Chance
      • 8 Strategic Questions Before You Write One Word
      • Or before you write another word
        • Why Do You Need a Blog?
        • Who Will Read It?
        • How Will They Know About It?
        • What Do We Want Them to Do?
        • Who Will Write It?
        • What Will We Write?
        • How Will We Extend It?
        • How Will We Measure It?
    • Question #1
      • Why Do You Need a Blog?
      • What Business Objective Are You Addressing?
        • Awareness?
        • Sales?
        • Community, Loyalty, Humanization?
    • Awareness Blog http://blog.udisglutenfree.com
    • Sales Blog http://blog.compendiumblog.com
    • Humanization Blog http://sweetleafteablog.com “ Once We Have a Blog, We’ll Be Able to ––––––––––––––”
    • Question #2
      • Who Will Read This Blog?
      • Define and Segment Audiences
        • Current Customers?
        • Prospects?
        • Employees?
        • Potential Employees?
        • Media?
    • Create Personas
      • What Questions Are You Answering?
      • What Else Are They Reading?
      • Who ARE They?
        • Make and Keep Profiles of “Fake Real People”
    • Meet Frances (x5) “ People Read Our Blog Because It Helps Them ––––––––––––––”
    • Question #3
      • What Do We Want Them to Do?
      • Create (and prioritize) Calls to Action
        • Visit main website?
        • Download longer form content?
        • Sign-up for email or RSS?
        • Call now?
        • Tweet and Share?
    • Create Multiple Action Alternatives “ After Reading, We Want Blog Visitors to ––––––––––––––, or ––––––––––––”
    • Question #4
      • How Will They Know About It?
      • Build a Blog Marketing Plan
        • Search Optimization
    • Future Touchpoints
        • RSS
        • Email + Email Newsletter
      http://convinceandconvert.com
    • Website Integration
        • Don’t Play Blog Hide-and-Seek
      http://sweetleaftea.com
    • Social Integration
        • Twitter
        • Facebook
        • Linkedin
        • Quora
        • Comments
      Social Sends More Traffic Than Search! “–––––––––––––– , –––––––––––––, and ––––––––––– Will Let People Know We Have a Blog”
    • Question #5
      • Who Will Write the Blog?
      • Commit to a Schedule
        • More = More
    • Volume Matters http://dontdrinkthekoolaidblog.com
    • One Voice or Many? http://convinceandconvert.com http://standingpr.com/blog
    • Practice Matters
      • Fewer, consistent voices are better than more, inconsistent voices
      • Inconsistent voices develop fewer ties with audience
      • Inconsistent bloggers tend to overwrite and over-polish
    • It Takes a Village?
      • Editor
      • Authors
        • Text
        • Video
      • Analytics
      “ We Will Create –––––––– Posts per Month, with ––––––––, ––––––––, and ––––––––– Taking the Lead”
    • Question #6
      • What Will We Write?
      • Figure Out Your Point-of-View in Advance
        • Think Like a Magazine
        • Mix Timely and Timeless
        • Mix Long and Short
        • Mix Personal and Professional
        • Plan Your Post Before You Write It
    • Blog Post Worksheet
        • Headline
        • Main Point
        • Secondary Points
        • Search Terms
        • Subheads
        • Photos/Art
        • Resources/Links
        • Call to Action
      http://convinceandconvert.com/free-social-media-worksheets
    • Blog Writing Tips
      • Spend More Time Reading than Writing
      • Write 50 Titles Before You Write a Post
      • Create an Anchor
    • Good Bloggers are Great Headline Writers
      • Numbers Work
      • Unexpected Words
      • Challenge Conventional Wisdom
      • Incorporate Search Terms
      “ This Blog is About –––––––. Sample Headlines are ––––––––, –––––––––, and –––––––––––– ”
    • Question #7
      • How Will We Extend It?
      • Blog is Just 1 Piece of a Content Marketing Ecosystem
      • Deconstruct and Repackage Your Ideas
    • Don’t Reinvent the Wheel – Make More Wheels
      • This Presentation Could Become:
        • Slideshare presentation (!)
        • 8 blog posts
        • Worksheets on Scribd.com
        • Blog review Flickr gallery
        • Podcasts
        • Downloadable Ebook
        • Blog comments
        • LinkedIn answers, Quora answers
      “ The Blog Will Create Content That Will Also Feed –––––––,–––––––– and –––––––––––– ”
    • Question #8
      • How Will We Measure It?
      • If Your Blog is About More Than Catharsis, Measure It Often
      • Appropriate Metrics Depend on Goals (awareness, sales, community)
    • Metrics for Awareness
        • Unique Visits
        • Visits from Search
        • Inbound Links/Trackbacks
        • % of New Visits (usually 60% +)
    • Metrics for Sales
        • Referrals to Corporate Site
        • Downloads of Key Content
        • Visits to Sales-Oriented Pages
    • Metrics for Community
        • Repeat Visits
        • Subscriptions
        • Comments
        • Sharing
      “ We Will Measure the Success of the Blog by Tracking –––––––,–––––––– and –––––––––––– ”
    • Plan + Work = Blog Success
        • Why Do You Need a Blog?
        • Who Will Read It?
        • How Will They Know About It?
        • What Do We Want Them to Do?
        • Who Will Write It?
        • What Will We Write?
        • How Will We Extend It?
        • How Will We Measure It?
    •