Business Blogging Basics


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  • Business Blogging Basics

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