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How a blog can positively impact your business.

How a blog can positively impact your business.

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Blogs That Mean Business Slideshare Presentation Transcript

  • 1. Blogs That Mean Business by Lisa Peyton
  • 2. What I’ll be covering in this presentation:
    • What: Discuss definition of a blog.
    • Why: The business benefits of an optimized blog strategy.
    • How: How to build an optimized blog.
    • Content Strategy: Publishing optimized content.
    • Attracting Visitors: Via Search, RSS, Social Media.
  • 3. What is a blog? BLOG = WEBSITE
    • Outdated Webster’s Definition - a web site that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer.
    • Wikipedia - A blog is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.
    • Pages, posts, comments, images, videos, music, and audio or podcasts.
  • 4. Why Blog for your business?
    • Increases traffic to your website via search engines, inbound links, RSS, etc.
    • Provides platform to dialog with your customers
    • Share your knowledge and expertise
    • Provides value-added services for customers, via events calendars, product reviews, photo-sharing, etc.
    • Creates an online community
    • Very affordable, most blogging platforms are free
    • Easy content management system
  • 5. How do you build an optimized blog?
    • Location: Blog should live on your own domain NOT http://blog.yourbiz.com or http:yourbiz.wordpress.com
    • URL: http://www.yourbiz.com/blog or blog.yourbiz.com
    • Hosting: Best to use Linux OS instead of Windows OS on server. More stable and pretty permalinks.
  • 6. How do you build an optimized blog?
    • Permalinks: Clean URL structure. http://www.lisapeyton.com/category/blog-optimization/ vs. http://www.lisapeyton.com/category/?p=234
    • Platform: Wordpress or Moveable Type. Both are free, easy to install and widely supported. I have used Wordpress examples for this presentation.
  • 7. How do you build an optimized blog? Themes
    • Default Wordpress Install
  • 8. How do you build an optimized blog? Themes
    • 1000s of free customizable themes or templates available.
  • 9. How do you build an optimized blog? Themes
  • 10. How do you build an optimized blog? Plugins
    • 1000s of modules adding functionality. Surveys, product reviews, ecommerce, reader polls, etc.
    • Headspace, SEO plugin extraordinaire
    • Google Analytics for Wordpress
    • Google Sitemaps Generator for Wordpress
    • Sociable, Easy social bookmarking tool for posts
  • 11. What now? Content Strategy
    • Research: Find out what your prospects are looking for and provide relevant content. Keyword research (Google AdWords Keyword Tool) is essential for an optimized blog.
    • Categories: Fill pages, categories, titles, copy with relevant keywords.
    • Compelling Content: Publish valuable content for your customers frequently and consistently.
  • 12. What now? Attracting Visitors
    • ‘ Build it and they will come’ motto DOES NOT APPLY!
    • Current Customers: Promote blog to current client base. Offer valuable content that keeps them coming back. Monthly or weekly top 10 lists, etc.
    • RSS Syndication: Use Feedburner’s tools to Publicize (PingShot, Email Subscriptions), Optimize (SmartFeed)and perhaps Monetize (AdSense) your feed.
  • 13. What now? Attracting Visitors
    • Social Media: Integrate your blog with Twitter (Twitterfeed, Hootsuite), Facebook, LinkedIn. Add your blog’s feed to your profile or page. Add a link to your social media profiles in the sidebar of your blog.
    • Social Bookmarking: Share your published content via Reddit, Digg, Delicious, StumbleUpon etc. (Onlywire)
    • Search Engines: Optimized posts are quickly indexed by Google, eventually providing targeted traffic to your blog/website.
  • 14. Questions?
  • 15. Resources/Tools
    • http://ithemes.com/wordpress-versus-movable-type-the-smackdown-comparison/
    • Linux vs. Windows OS: http://wordpress.org/support/topic/196995
    • Onlywire Auto-synidcation Service - http://www.onlywire.com/
    • Twitterfeed - http://twitterfeed.com/
    • Hootsuite Twitter Tool - http://hootsuite.com
    • Feedburner - www.feedburner.com/
    • Google Keyword Tool - https://adwords.google.com/select/KeywordToolExternal
  • 16. Wordpress Plugin Links
    • Headspace - http://urbangiraffe.com/plugins/headspace2/
    • Google Analytics - http://yoast.com/wordpress/google-analytics/
    • Google Sitemap Generator - http://www.arnebrachhold.de/projects/wordpress-plugins/google-xml-sitemaps-generator/
    • Sociable - http://wordpress.org/extend/plugins/sociable/