Blogging Essentials<br />Paul Gillin<br />April 2, 2010<br />
Agenda<br />Definitions and concepts<br />The new media world<br />Blog structure and elements<br />Culture of the blogosp...
Media in collapse<br />US Magazine Circulations<br />Circulation decline of top 100 newspapers in 2009: 10.6%<br />Average...
The Numbers<br />Active blogs on the Internet: 25-40 million<br />Social networks: 2,900<br />Social network service provi...
What are blogs good for?<br />Timely, frequently updated information<br />Multiple media types<br />Single voice<br />Fixe...
Why so popular?<br />Cheap and easy to create and update<br />Have distinct personal voice<br />Can quickly build traffic ...
Uses in Business<br />Reinforce<br />Brand<br />
Uses in Business<br />Thought Leadership<br />
Uses in Business<br />End Run Media<br />
Uses in Business<br />Define Culture<br />
Uses in Business<br />Educate Prospects<br />
Uses in Business<br />Build Trust<br />
Blog structure<br />Title & Description<br />Sidebar<br />Individual Entry or “Post”<br />
√d<br />Title/Subtitle<br />Fixed pages<br />Search<br />Headline<br />RSS feed<br />Keywords<br />Subheads<br />
Blogging success factors<br />Have a clear focus<br />Update frequently<br />Speak distinctively<br />Have a point of view...
Ready to Write<br />
What’s Your Topic?<br />People have abundant choice; pick your spots<br />It’s fine to stray from your core topic, but kee...
Who’s Your Reader?<br />Professional?<br />Enthusiast?<br />Peer?<br />Novice?<br />Investor?<br />Competitor?<br />Media<...
Find Your Voice<br />Read mainstream media and other bloggers and comment upon them<br />Frame issues in a context that re...
What’s Your Persona?<br />Helpful?<br />Funny?<br />Offbeat?<br />Sympathetic?<br />Snarky?<br />Professorial?<br />Unpred...
Generating Ideas<br />
Ideas: rss feeds<br />Subscribe to sites you like<br />Look for “trending” topics<br />Aggregate or add your own commentar...
Ideas: Trending Topics<br />Tag clouds and discovery sites show what’s new and topical<br />Bookmarking sites have element...
A DELICIOUS FILTER<br />
Other Idea Foundries<br />Get angry<br />Aggregate other opinions<br />Tell a story<br />Conduct a poll<br />Make a list<b...
Making Your Point<br />
Focus, Focus, Focus<br />Ask yourself, “What’s the post about?”<br />Say what you’re going to say, say it, then say what y...
Secrets of Clear Writing<br />Use everyday words<br />Write as you speak <br />Write it like a letter<br />Keep sentences ...
I just can’t get started<br />Start in the middle<br />Write freeform, then edit<br />Imagine a different scene<br />Start...
Many Approaches<br />
Quiz: Test Your Engagement IQ<br />Skeptic: Why Marketers Fail at Engagement<br />Case Study: How One Company Does it Righ...
Headline<br />Current: Let’s Get Engaged!<br />Other Possibilities:<br />Five Goals for Customer Engagement<br />Redefinin...
Don’t…<br />Flame or use abusive language<br />Repeat personal or confidential information<br />Complain about clients, co...
Have Some Fun!<br />OK Labs uses "social objects,"  or distinct icons, to create a memorable association. “It’s been a way...
Promoting your work<br />
Search fundamentals<br /><ul><li>Page Title
URL
 H1,H2,H3 tags
 Page Text
 Bold</li></ul>25% Is On-page Visible<br />Source: HubSpot<br />
Search fundamentals<br />25% Is On-page Visible<br />Description<br />Keywords<br />Alt Images<br />
75% is Word-of-Mouth<br />“There’s only one way to guarantee good search results: Have great content.”<br />--Mike Moran<b...
Being visible<br />Link internally<br />Link externally<br />Use tags, categories<br />Register with aggregators<br />Ask ...
Link Opportunities<br />Link to relevant blog entry or Quaero service<br />
New Publishing Lifecycle<br />Begins as a tweet<br />Becomes a blog entry<br />Feeds a podcast<br />Stokes a white paper<b...
Publish Everywhere<br />32 million members<br />44 million members<br />300 million members<br />1 billion daily views<br ...
Promote Your Content<br />
Promote what others say<br />
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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:

*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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Blogging Essentials

  1. 1. Blogging Essentials<br />Paul Gillin<br />April 2, 2010<br />
  2. 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. 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. 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. 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. 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. 7. Uses in Business<br />Reinforce<br />Brand<br />
  8. 8. Uses in Business<br />Thought Leadership<br />
  9. 9. Uses in Business<br />End Run Media<br />
  10. 10. Uses in Business<br />Define Culture<br />
  11. 11. Uses in Business<br />Educate Prospects<br />
  12. 12. Uses in Business<br />Build Trust<br />
  13. 13. Blog structure<br />Title & Description<br />Sidebar<br />Individual Entry or “Post”<br />
  14. 14. √d<br />Title/Subtitle<br />Fixed pages<br />Search<br />Headline<br />RSS feed<br />Keywords<br />Subheads<br />
  15. 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. 16. Ready to Write<br />
  17. 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. 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. 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. 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. 21. Generating Ideas<br />
  22. 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. 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. 24. A DELICIOUS FILTER<br />
  25. 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. 26. Making Your Point<br />
  27. 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. 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. 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. 30. Many Approaches<br />
  31. 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. 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. 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. 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. 35. Promoting your work<br />
  36. 36. Search fundamentals<br /><ul><li>Page Title
  37. 37. URL
  38. 38. H1,H2,H3 tags
  39. 39. Page Text
  40. 40. Bold</li></ul>25% Is On-page Visible<br />Source: HubSpot<br />
  41. 41. Search fundamentals<br />25% Is On-page Visible<br />Description<br />Keywords<br />Alt Images<br />
  42. 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. 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. 44. Link Opportunities<br />Link to relevant blog entry or Quaero service<br />
  45. 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. 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. 47. Promote Your Content<br />
  48. 48. Promote what others say<br />
  49. 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. 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. 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. 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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