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Business Blogging Basics

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    • 1. Business Blogging Basics Lindsay Patross
    • 2. Lindsay Patross
      • I Heart PGH
        • http://www.IheartPGH.com
      • Spreadshirt
        • http://Blog.Spreadshirt.com
    • 3. Questions About Blogs
      • I already have a website, do I need a blog too?
      • Why should I read blogs?
      • How can blogging help my marketing efforts?
      • How do I set up a blog?
    • 4. Agenda
      • What is a Blog?
      • Blog Structure
        • Feeds & Syndication
      • Why Read Blogs?
      • Why Should My Business Have A Blog?
        • Communicate & Interact
        • Marketing Tool
        • Tell Your Story
      • Opportunities & Challenges
      • Basic Blogging Tools
      • Best Blogging Tips
    • 5. What is a Blog?
      • Blog vs. Website
        • A blog is a type of website
      • Definition of Blog:
        • Blog is short for weblog
        • A webpage that is updated frequently with most recent content on top
    • 6. Content
      • Content = The Stuff On Your Site
      • Types of content
        • Static Content - things that stay the same, about page, contact page
        • Dynamic Content - things that get updated frequently, news, events 
          • Each chunk of info is usually called the post
    • 7. Blog Structure
      • Header
      • Side Bar(s)
        • Categories
      • Body
        • Posts
      • Blog Roll - links
      SIDE BAR BLOG POST CATEGORY/ TAGS HEADER
    • 8.  
    • 9. Post Structure
      • Each post usually includes…
        • Categories
        • Tags
        • Author (If Blog has multiple authors)
        • Date
        • Comments
    • 10. Feed Me
      • Definition of “Web Feed” from Wikipedia (http://en.wikipedia.org/wiki/Web_feed)
        • A web feed is a data format used for serving users frequently updated content. Content distributors syndicate a web feed, thereby allowing users to subscribe to it. Making a collection of web feeds accessible in one spot is known as aggregation , which is performed by an Internet aggregator .
    • 11. More on Feeds
      • Blog publishes a feed, readers subscribe to feed using a feed reader or aggreator
        • Common Feed Readers
          • Googe Reader
          • Outlook
          • Blog Lines
          • NetVibes
          • Many Others
      • Feed reader checks for new content and allows reader to see what is new
    • 12. Feed Basics
      • Types of Feeds
        • RSS
        • XML
        • Atom
    • 13. Read the Feed
      • Before Feed Reader
        • Visit Multiple Websites
      • After Feed Reader
        • One stop shop for what's new
    • 14. Google Feed Reader
    • 15. RSS in Plain English
    • 16. More on Google Reader
      • Google.com/reader
      • Chris Brogan has a blog post on setting up Google Reader
        • http://grasshopperfactory.com/cbc/use-google-reader-to-blaze-news/
    • 17. More Feeds
      • General Blog Feed
      • Comments Feed
      • Search Feeds
        • News
        • Blogs
      • Google Alerts
        • Will email you when search term shows up in news
    • 18. Why Read Blogs?
      • See what people are saying about you/your organization
      • See what your competitors are saying
      • Learn more about your industry
      • Get feedback from individuals
        • Find a first person perspective on a topic
          • Ex: looking for restaurant reviews, see what people are saying about their experiences at a particular establishment
    • 19. Why Should My Business Have A Blog?
      • To Share information with others Customers, Potential Customers, Press
        • Industry Info
        • Promotions
        • Fun Facts
        • Ideas for using your products/services
      • Establish your business/brand as an expert in your field
      • Blogs are easy ways to put info on the web
        • Blogging tools are easy to use, no code experience necessary
      • Collaboration - people can leave comments and ideas, and others can see those comments
    • 20. The Blog As A Marketing Tool
      • Active vs. Passive Content
        • Emailing - active
        • Updating Blog (and feed) - passive
          • People that want to know about whats new from your blog will follow along - each time you update the blog you are reminding them of your organization/business
      • Promotion:
        • Blogs give the press and others a way to see what’s new at your organization
        • Google ranks blogs high in search engines
    • 21. Use The Blog To Tell Your Story
      • Tell Your Business’s Story
        • Put a face with a name
      • What is unique about your company?
      • The blog is an ongoing “about us” page
    • 22. Blogging Examples
      • Personal Commentary
        • 2PoliticalJunkies.com - popular Pittsburgh poltical blog
      • Organizations/Businesses
        • Real Estate Agents
          • use a blog rather than a newsletter to remind current and past clients about your expertise and services
        • PUMP
          • create a blog to share articles, events, info with members & community
        • Spreadshirt.com - http://blog.spreadshirt.com –
          • update customers and potential customers on news, sales, ideas. 
          • Share general info about the industry to establish Spreadshirt as the expert in custom on demand printing.
        • IheartPGH.com
          • a resource for positive events and places in Pittsburgh
    • 23. The Blog As A Newsletter
      • A Clickable newsletter
        • includes a history of information that is a click away
        • Readers can find similar info/content - posts can be stored in multiple categories
        • Example:
          • IheartPGH.com - posts are put in topic categories and neighborhood categories
    • 24. Opportunities & Challenges
      • Most blogs are about honesty, the trend is to be open and honest about what you or your organization is doing
      • Challenge: when comments are on and people can leave their honest thought right below your info. Opponents/Critics can openly post their ideas on your site.
        • Be ready for criticism
        • Managing negative comments takes time
    • 25. Cost Effective Marketing
      • Blogs are free or cheap
        • Does not have to be elaborate technology
          • Ex: NutsAboutSouthwest.com
      • Multiple Benefits
        • Increased Search Engine Ranking
        • Increased Exposure for your business
    • 26. How Do I Set-Up A Blog?
      • Popular Blogging Tools
        • Blogger
        • Moveable Type
        • Wordpress
          • definitely the easiest to use
          • Wordpress.com - free and you can use it right away
      • Making feeds easier
        • Feedburner.com
          • lets you see statistics on who is using your feed
    • 27. Best Blogging Tips
      • Focus
      • Shorter posts, more often
      • Link, Link, Link
      • Photos, Video
      • ReBlog
        • Add your perspective
    • 28. Driving Traffic To Your Blog
      • Include Link
        • On website
        • Email signatures
      • Link to other posts
      • Blog Roll – link to like minded blogs
      • Social Networking
        • MySpace
        • Flickr
        • You Tube
        • LinkedIn
    • 29. More Info
      • Blogs On Blogging
      • Blogs on Wordpress
        • http://lorelle.wordpress.com/
      • Wordpress.com & Wordpress.org support and forums
      • Lindsay Patross
        • [email_address]
        • 412-908-2015