Writing a Killer Blog (Without Killing Yourself)

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Writing a blog that gets attention takes a long time and is based on consistency, insight, and relevance. One can be successful at blogging if they find their voice, encourage discussions and keep at …

Writing a blog that gets attention takes a long time and is based on consistency, insight, and relevance. One can be successful at blogging if they find their voice, encourage discussions and keep at it.

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  • 1. Writing a Killer Blog (Without Killing Yourself)
  • 2.
    • Killer Blogging
    • Killer Insight
    • Killer Attitude
    • Killer Listening Skills
    • Killer Consistency
    • Time Killer?
    Today’s Agenda
  • 3. The Face of a Stone Cold Killer?
    • Early adopter tech geek blogger
      • 2,500+ posts since 2006
      • First to launch TweetDeck, Socialmedian, many Web services.
      • Active social media user, especially Google Reader, Buzz, FriendFeed.
    • Managing Director, New Media at Paladin Advisor Group
      • Clients include Emulex, Swagelok, Brazen Careerist, My6sense, etc.
    • Member of advisory boards
      • SocialToo, ReadBurner, BuzzGain, Teens In Tech, and YackTrack
  • 4. First: Stalking Your Kill Takes Time
    • In 2006, I didn’t have very much focus, nor an audience
    • In 2007, I noticed prominent people aware of my blog, and companies would respond
    • In 2008, I became more embedded in social media, predictions around aggregation and lifestreaming came true
    • In 2009, visibility grew as I expanded my reach to new social sites, stayed active
    via BlogPerfume
  • 5. Killer Insight and Attitude
  • 6. Why Do You Want to Blog Anyway?
    • Blogs Need Passion and Authority
      • If you don’t care about your topic, readers won’t either.
      • If you can’t answer follow-up questions, you shouldn’t be participating.
      • But if you feel a need to share and have something to say, the door is wide open.
    • Is the Blog About You or Your Company?
      • Know the audience and the goal when you get started.
      • It’s probably not for the money or the fame.
      • Always know the consequence of hitting the publish button, especially if what you do has ties to corporate.
  • 7. Who Are You? Know Your Role.
    • Analyst
    • Engineer
    • Enthusiast
    • Executive
    • Finance
    • Marketing/PR
    • Services
    • User
  • 8. Gaining Killer Authority
    • Unique Content
      • First to a story or an idea
      • Firsthand data or research
    • Unique Access
      • Speaking directly to a source
      • Being the source
    • Unique Perspective
      • What is everybody else missing?
  • 9. Have You Seen Bad Blogs?
    • Good blogging
      • Has personality
      • Has engagement
      • Doesn’t seem filtered
      • Has intelligence
      • Has data
      • Uses references, links
      • Builds community
    • Bad blogging
      • Seems forced
      • Is moderated
      • Is infrequent
      • Is unfocused
      • Is siloed
      • Is not believable
  • 10. Some Killer Ideas
    • Talk like a human, not like a robot.
    • If it’s new, don’t be afraid to explain it.
    • Highlight other people even if benefit is not obvious.
    • If something works, make it a regular feature.
  • 11. Ten Tips for A Killer Blog
    • Do Not Expect Instant Success
    • Find Your Voice and Focus
    • Be Genuine and Trusted
    • Be Consistent In Schedule
    • Be Unique In Coverage
    • Be Positive, Avoid Conflict
    • Show Passion, Excitement
    • Engage With Your Audience
    • Find Conversations Everywhere
    • There Is Always Time. Find it.
  • 12. Killer Listening Skills
  • 13. 3 Laws for Becoming a Killer
    • Know the Tools
      • Know what blogging and tweeting and sharing is all about.
    • Listen
      • Watch what your peers and competitors are doing.
      • Who is acting in a way you admire? What are they doing right?
      • Listen to what people say about your company, you and your ideas.
      • You can be alerted in real time, even if you’re not constantly surveying.
    • Participate
      • Broadcasting into the wind doesn’t have real benefits.
      • You are always a guest online. Act with respect and trade ideas.
      • Participating gains you trust and consistent support.
  • 14. Tools to Help You Listen
    • Search Tools
      • Twitter search
      • Icerocket search
      • Google Blog Search
    • Comment Tracker
      • BackType
    • Linkage
      • Web analytics Tools
  • 15. Benefits Of Listening Well
    • You’re a Smarter Blogger
      • You can know more about your industry
      • You’ll find new post ideas everywhere
    • You Can See Trends Earlier
      • Are customers, competitors or partners discussing something that you can take lead on?
    • You Can Respond Faster
      • To comments, tweets, and other blogs
  • 16. Killer Discussions Encouraged
    • Commenters and other distributors of your content won’t always agree. This is good! Engage in a fair way, not argumentative. Encourage discussion and highlight it.
  • 17. Killer Consistency
  • 18. What Pace Makes Sense for You?
    • Once You Start Blogging, You Can Never Stop
      • Before you start, see if you can keep a pace.
      • Recommend posting 1-2x a week or more.
    • Gaps are Extremely Visible
      • If you can’t produce quality content on a frequent basis, then a blog shouldn’t be started.
  • 19. A Day In the Life of a Killer
    • Two blog posts
    • 5 – 6 Twitter Updates
    • Skim 1,000 RSS Articles
    • Share 20-25 Top Articles in Google Reader
    • Like 15 Items on FriendFeed and Google Buzz
    • 20 Comments on FriendFeed and Google Buzz
    • 1 – 3 Delicious Bookmarks
    • Miscellaneous activity on Facebook, other networks.
    via TweetStats via Google Reader
  • 20. Some More Numbers…
    • Blog Frequency
      • Engadget (350/wk)
      • GigaOM (80/wk)
      • Inside HPC (30/wk)
      • LouisGray.com (11/wk)
      • HP: Around the Storage Block (4/wk)
      • EMC: Chuck’s Blog (4/wk)
      • HDS: Hu Yoshida (1.6/wk)
    • If You’re Not a News Site, Don’t Try. Be Realistic.
  • 21. Other Measures of Consistency
    • Topics
      • Sports and Business?
    • Tone
    • Length
      • 100 words or 1,000?
    • Timing
      • Morning or Night
    • Graphics or Rich Media
  • 22. Blogging In A World Obsessed With Twitter
  • 23. The World of Blogging (2006) Blogging (the old way) Reader Comments And E-mail Links, Blog Rolls And TrackBacks Comments on Other Blogs
  • 24. But Wait! There’s Much More Now. Blogging (the new way) +
  • 25. Blogging Is More than One URL
    • Killer blogging means being active wherever the conversation is and embracing the new tools in the right way. No more silos.
  • 26. Anticipated Benefits
    • Brand and Thought Leadership
      • Updates will show the company is delivering consistent activity and listening.
      • The company can be seen as developing thought leadership.
    • Web site Traffic
      • Google and other search engines are favoring sites that are updated frequently, and have new content.
      • Thought-provoking blog posts and other social content will increase links to the site.
    • Visibility and Engagement
  • 27. Killing Time and Careers?
  • 28. How I Make Time for Everything
    • High Quality Input
      • Reduce noise by subscribing, following, organizing the right people on the right networks
    • Read Fast, Decide Fast, Act Fast
      • Make a decision to an action (sharing + liking) quickly, and also skip irrelevant information quickly.
      • Usual blog posts take about 20 minutes + imagery.
    • “ And” and “Between”
      • Social activity is easy in manageable chunks. I read RSS a few minutes of every hour through the day.
      • Read feeds AND watch TV. Blog AND listen to music.
      • Learn how to do things in parallel with practice.
  • 29. Keep Work and Personal Separate
    • Don’t Cross the Streams
      • Unless you are a sole proprietor, you don’t want to pollute the brand.
      • Work activity is more professional, less casual
      • You can seamlessly transition if you are not tied to the brand.
    • How to Do It
      • Work life in one browser, and you in another.
      • Separate preferences and logins for Twitter tools.
      • Centralized Gmail account for social information
      • Second Disqus commenting account for the company.
  • 30. Views to a Kill
  • 31. Where to Find Me
    • Blog: http://blog.louisgray.com
    • Buzz: http://www.google.com/profiles/louisgray
    • Facebook: http://www.facebook.com/louisgray
    • Friendfeed: http://www.friendfeed.com/louisgray
    • LinkedIn: http://www.linkedin.com/in/louisgray
    • Twitter: http://www.twitter.com/louisgray
    • (408) 646-2759
    • [email_address]
  • 32. Thank you