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Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
Blogging Essentials
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Blogging Essentials

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This is a crash course intended to quickly bring bloggers up to speed on today’s best practices for achieving the greatest mileage from your blog posts. Topics include: …

This is a crash course intended to quickly bring bloggers up to speed on today’s best practices for achieving the greatest mileage from your blog posts. Topics include:

*How influence works in the blogosphere
*Major applications of corporate blogs
*Developing a content model
*Generating ideas and unique angles
*Writing compelling headlines and entries
*Positioning and voice
*Why top business blogs are successful
*Unique characteristics of b-to-b markets
*Tricks for generating buzz and recognition
*Working with multiple media

This slide deck is the basis for a three-hour course that can be delivered live or remotely via webcast.

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  • 1. Blogging Essentials<br />Paul Gillin<br />April 2, 2010<br />
  • 2. Agenda<br />Definitions and concepts<br />The new media world<br />Blog structure and elements<br />Culture of the blogosphere - dos and don’ts<br />Finding a voice<br />Generating ideas<br />Building awareness and traffic<br />Search engine optimization<br />Using other channels<br />General discussion<br />
  • 3. Media in collapse<br />US Magazine Circulations<br />Circulation decline of top 100 newspapers in 2009: 10.6%<br />Average age of US daily newspaper reader: 57<br />Reduction in US newsroom staffs since 2001: 45%<br />Growth in NBC prime time audience, 2008: -14.3%<br />Age of average network evening news viewer: 63<br />
  • 4. The Numbers<br />Active blogs on the Internet: 25-40 million<br />Social networks: 2,900<br />Social network service providers: >100<br />Active Facebook members: 200 million<br />Corporations with social media campaigns: >300<br />Photos on Flickr: 3 billion<br />Twitter membership growth, ’08-’09: 1,438%<br />Pres. Obama’s Facebook friends: 5.9 million<br />
  • 5. What are blogs good for?<br />Timely, frequently updated information<br />Multiple media types<br />Single voice<br />Fixed display<br />Flexible organization<br />Search engine performance<br />
  • 6. Why so popular?<br />Cheap and easy to create and update<br />Have distinct personal voice<br />Can quickly build traffic through reciprocal links<br />Excellent search engine performance<br />Modest revenue opportunity<br />Simple way to keep notes<br />
  • 7. Uses in Business<br />Reinforce<br />Brand<br />
  • 8. Uses in Business<br />Thought Leadership<br />
  • 9. Uses in Business<br />End Run Media<br />
  • 10. Uses in Business<br />Define Culture<br />
  • 11. Uses in Business<br />Educate Prospects<br />
  • 12. Uses in Business<br />Build Trust<br />
  • 13. Blog structure<br />Title & Description<br />Sidebar<br />Individual Entry or “Post”<br />
  • 14. √d<br />Title/Subtitle<br />Fixed pages<br />Search<br />Headline<br />RSS feed<br />Keywords<br />Subheads<br />
  • 15. Blogging success factors<br />Have a clear focus<br />Update frequently<br />Speak distinctively<br />Have a point of view<br />Surprise and delight<br />Link to get links<br />Use all the media you can<br />Educate and assist<br />Ask for feedback<br />
  • 16. Ready to Write<br />
  • 17. What’s Your Topic?<br />People have abundant choice; pick your spots<br />It’s fine to stray from your core topic, but keep 2/3 of entries relevant<br />Dedicate yourself to becoming THE expert in your chosen area<br />Tell people where you specialize<br />Branding<br />Technology<br />Health Care<br />Customer Care<br />Strategy<br />Analytics<br />Search<br />
  • 18. Who’s Your Reader?<br />Professional?<br />Enthusiast?<br />Peer?<br />Novice?<br />Investor?<br />Competitor?<br />Media<br />It may help to post a picture of that person on your office wall!<br />You can’t communicate effectively with an audience you don’t know. When you write, visualize your reader.<br />
  • 19. Find Your Voice<br />Read mainstream media and other bloggers and comment upon them<br />Frame issues in a context that reflects your expertise<br />Be offbeat and occasionally outrageous<br />Write in a voice that feels right to you<br />Think conversation, not lecture<br />Use multiple media<br />Mix it up: Top 10 lists, predictions, best & worst, link lists<br />
  • 20. What’s Your Persona?<br />Helpful?<br />Funny?<br />Offbeat?<br />Sympathetic?<br />Snarky?<br />Professorial?<br />Unpredictable?<br />Think of people whose writing you admire, then write like they do, but only if it’s natural for you<br />
  • 21. Generating Ideas<br />
  • 22. Ideas: rss feeds<br />Subscribe to sites you like<br />Look for “trending” topics<br />Aggregate or add your own commentary<br />Share & comment<br />Create topical feeds<br />
  • 23. Ideas: Trending Topics<br />Tag clouds and discovery sites show what’s new and topical<br />Bookmarking sites have element of surprise<br />
  • 24. A DELICIOUS FILTER<br />
  • 25. Other Idea Foundries<br />Get angry<br />Aggregate other opinions<br />Tell a story<br />Conduct a poll<br />Make a list<br />Predict something, then defend<br />Recommend what you love<br />Discover and share<br />Serialize<br />Imagine having written a great article<br />Use keyword searches<br />Interview someone<br />Visit a quote site<br />Talk to children<br />Consult a notebook<br />Write case studies<br />Write about your week<br />Create a top 10 list<br />
  • 26. Making Your Point<br />
  • 27. Focus, Focus, Focus<br />Ask yourself, “What’s the post about?”<br />Say what you’re going to say, say it, then say what you just said.<br />Make your point at the outset<br />Limit the number of points you make in each entry<br />Invite feedback<br />Rule of Thumb: If you have more than two key points, create a new entry<br />
  • 28. Secrets of Clear Writing<br />Use everyday words<br />Write as you speak <br />Write it like a letter<br />Keep sentences short<br />Use voice recognition or dictate into a recorder<br />Use Word readability stats<br />Ask a friend/spouse/ child to review your work<br />“I didn't have time to write a short letter, so I wrote a long one instead.”<br />--Blaise Pascal<br />
  • 29. I just can’t get started<br />Start in the middle<br />Write freeform, then edit<br />Imagine a different scene<br />Start listing bullet points<br />Model someone else’s work<br />Take a walk<br />Tell story to a friend or colleague<br />
  • 30. Many Approaches<br />
  • 31. Quiz: Test Your Engagement IQ<br />Skeptic: Why Marketers Fail at Engagement<br />Case Study: How One Company Does it Right<br />Contrarian: Think You’re Engaged? Think Again<br />How To: Five Steps to Improving Customer Engagement<br />First Person: How I Learned to Engage<br />Comparison: How Two Companies Approach Customer Engagement<br />Q&A: Five Common Questions About Engagement<br />Data: Study Shines New Light on Customer Engagement<br />Outrageous: YourEngagement Strategy Sucks<br />Humorous: Engagement Haiku<br />Offbeat: Engagement: The Movie<br />Alternative Approaches<br />
  • 32. Headline<br />Current: Let’s Get Engaged!<br />Other Possibilities:<br />Five Goals for Customer Engagement<br />Redefining Engagement<br />Engagement Scorecard<br />How Engaged Are Your Customers?<br />Why Marketers Fail at Engagement<br />Failing to Engage? Here’s Why<br />
  • 33. Don’t…<br />Flame or use abusive language<br />Repeat personal or confidential information<br />Complain about clients, colleagues or competitors<br />Gripe about media coverage<br />Be overtly commercial<br />Your blog is public and searchable. People are watching!<br />
  • 34. Have Some Fun!<br />OK Labs uses "social objects," or distinct icons, to create a memorable association. “It’s been a way for people to feel that they know the company before doing business with the company,” says Marti Konstant, VP of marketing <br />
  • 35. Promoting your work<br />
  • 36. Search fundamentals<br /><ul><li>Page Title
  • 37. URL
  • 38. H1,H2,H3 tags
  • 39. Page Text
  • 40. Bold</li></ul>25% Is On-page Visible<br />Source: HubSpot<br />
  • 41. Search fundamentals<br />25% Is On-page Visible<br />Description<br />Keywords<br />Alt Images<br />
  • 42. 75% is Word-of-Mouth<br />“There’s only one way to guarantee good search results: Have great content.”<br />--Mike Moran<br />Co-author: Search Engine Marketing, Inc<br />
  • 43. Being visible<br />Link internally<br />Link externally<br />Use tags, categories<br />Register with aggregators<br />Ask for “link love”<br />Promote outbound links<br />File a site map<br />Bookmark and tweet<br />
  • 44. Link Opportunities<br />Link to relevant blog entry or Quaero service<br />
  • 45. New Publishing Lifecycle<br />Begins as a tweet<br />Becomes a blog entry<br />Feeds a podcast<br />Stokes a white paper<br />That gets tweeted!<br />
  • 46. Publish Everywhere<br />32 million members<br />44 million members<br />300 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />10 million members<br />50 million members<br />
  • 47. Promote Your Content<br />
  • 48. Promote what others say<br />
  • 49. Tricks of the trade<br />Encourage and respond to comments<br />Comment elsewhere<br />Play reporter<br />Serialize<br />Use themes<br />Give stuff away<br />Complement with photos, podcasts & video<br />
  • 50. Tracking success<br />Traffic – unique visitors vs. page views<br />Technorati rankings<br />RSS subscriptions<br />Google linkto: and allinanchor:<br />De.licio.us and Technorati tags<br />Trackbacks<br />
  • 51. Many ways to measure<br />Customer complaints<br />Website Visitors<br />Impressions<br />Positive press<br />Click-throughs<br />YouTube views<br />Retweets<br />Coupons distributed<br />Visitors to a brick & mortar store<br />Positive WOM<br />Delivered emails<br />Negative press<br />Negative WOM<br />Employment applications<br />Blog comments<br />FaceBook friends<br />Social mention<br />Twitter followers<br />Source: BrandBuilder<br />
  • 52. Thank you!<br />Paul Gillin<br />508-656-0734<br />paul@gillin.com<br />www.gillin.com<br />Twitter: pgillin<br />Subscribe to my free weekly newsletter at gillin.com<br />Available on Amazon or at NewInfluencers.com <br />Available on Amazon or at SSMMbook.com<br />Coming late 2010: Social Marketing to the Business Customer<br />By Paul Gillin & Eric Schwartzman<br />

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