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Blogging for business


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  • 1. Blogging For Business John Dolpies @textbroker
  • 2. Blog LandscapeBlogs have come a long wayfrom personal pages andbasic formats.Blogs have grown 14% peryear.Blogger, WordPress andTumblr have a combinedunique visitor count ofapprox. 80 million. Leverage Your Content!
  • 3. Phase 1, Start A Blog. Phase 2... Phase 2  Topic management and appropriate post intervals  How to create compelling and engaging content  Tracking your blog posts and ensuring successPhase 1  Leveraging your staff for content contribution Using the right blog tool for  Retaining your blog readers your business for future visits
  • 4. The Right Tool For the Job Hosted or On-Site? – Blogger,, Tumblr, etc. Subdomain vs Directory – vs CMS already in place? – Drupal – Joomla – Custom CMS – Custom blog software
  • 5. Custom Blog Software
  • 6. WordPress Installation
  • 7. CMS Integration
  • 8. Choosing a PlatformSelf-hosted blogging platforms: – WordPress • Most common platform • Very customizable • Plug-ins add functionality – Movable Type • Includes many functions, like anti- spam, RSS and trackbacks, that are plug-ins in WordPress – CMS software • Prepare for better site integration
  • 9. Phase 2: Structuring For SuccessThe 5 Ws of Structure – When: Planning an editorial calendar – What: Creating compelling and engaging content – Who: Finding and managing writers – Where:Tracking blog posts and ensuring success – Why: Retaining your blog readers for future visits
  • 10. Editorial Calendars• Plan large or multiple campaigns• Promote special events• Avoid writer’s block• Ensure resource availability• Brainstorm ideas
  • 11. Editorial Calendar: Social Media CalendarSocial Media Calendar Month Twitter ActivityCompany Name: Facebook ActivityWho We are in 120 Characters: Linked In ActivityWho Were Talking To: Blog ActivtiyWhat Were Talking About: Sunday Monday Tuesday Wednesday Thursday Friday SaturdayDay # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author: Action: Topic: Topic: Find Influencers: Author: Author: Author: Action: Author:Day # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author: Action: Topic: Topic: Find Influencers: Author: Author: Author: Action: Author:Day # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author: Action: Topic: Topic: Find Influencers: Author: Author: Author: Action: Author:Day # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author: Action: Topic: Topic: Find Influencers: Author: Author: Author: Action: Author:Day # Day # Day # Day # Day # Day # Day # Author: Author: Author: Author: Author: Action: Topic: Topic: Find Influencers: Author: Author: Author: Action: Author:End-of-Month Tasks: Review Measurement Data & Review Website Content for Accuracy
  • 12. Editorial Calendar: Parade Magazine
  • 13. Keys to Engaging Content• Audience• Attitude/Branding• Goals• Keywords/Headlines
  • 14. AudienceIt’s not about you.
  • 15. AudienceWho is your audience?-Check demographics, locations (Google Analytics & Ad Planner)-Understand motivation for visiting and buying-Look for social signals (Likes, Re-tweets)-What are their needs?
  • 16. Google Ad Planner Google Ad Planner:
  • 17. Google Analytics Google Analytics:
  • 18. WordPress: JetPack Highlights  Page views  Post views  Referrers  Keywords  Choose time frame
  • 19. Blogs Love Social Your Site
  • 20. You Like Me, You Really Like Me!
  • 21. A Real Example
  • 22. AttitudeNow it’s about you.
  • 23. Attitude: Outdoor Outfitters
  • 24. Attitude: Tire Companies
  • 25. Attitude: Branding Questions• What are your advantages?• What’s your history?• Who are the owners or founders of your company? • How do they influence communication and presentation?• How do you want to be seen?• What has created a positive impact in the past?• What are your competitors doing? • Do you want to be like them or take a contrasting tone?
  • 26. Branding Guidelines:American Heart Association
  • 27. Branding Guidelines: Best Buy
  • 28. GoalsWhat should the piece do? • Establish as a leading source? • Review an item? • Raise awareness about an issue? • Get someone to buy or sign up for a newsletter?Should there be a call to action (buy now/ subscribe here) in the text?Are there sub-goals, like increasing brand awareness?
  • 29. KeywordsBase keywords off of your audience’s preferences andyour piece’s goals.Items that are written starting from the keyword canlack focus and easily become stilted.Keywords inspire snappy, pertinent headlines. Headlinescan be re-worked after the content is finished for astronger correlation between article and title.
  • 30. Headlines“Tell ‘em what you’re going to tell them. Then tell them. Then tell them what you just told ‘em” (accredited to CBS’s Paul White)Copyblogger recommends the Four “U” Approach to headline writing:• Useful: Is the promised message valuable to the reader?• Ultra-specific: Does the reader know what’s being promised?• Unique: Is the promised message compelling and remarkable?• Urgent: Does the reader feel the need to read now?
  • 31. Headline ExamplesSES (Search Engine Strategies Conference) does a great job with headlines:Preview the SES San Francisco Speaker Lineup• Useful/Ultra-specific: Speakers are the highlight of the conference• Unique: Previews feel exclusiveSES San Francisco - Early Bird Expires Friday, July 13• Useful/Urgent: discounts and savings with expiration date• Ultra-specific/Unique: early bird savingsOnly One Week Left until SES San Francisco• Urgent: Timeliness adds pressure to read
  • 32. The Recap Share your toolbox by communicating what weve worked on to your writers: -Audience -Attitude/Branding guide -Editorial calendar -Goals for the piece -Keywords -Headline
  • 33. Guidelines Besides your prep work, consider including: •Person: Is this piece written as the company (we at Company Name) or as an independent third party? •Should the piece address the reader directly? •Anything to avoid • Mentioning other sites, brand names, negativity, searching •Anything that this particular piece should include that’s not covered in the attitude or the goals?
  • 34. Every Coach Needs A Good Team
  • 35. Tapping Internal Resources Make it easy for employees to share stories -Set interview times -Dictation software -Contests for written submissions
  • 36. Where To Find Additional SupportFreelancers Bidding Sites Writing Sites+High quality +Wide variety of quality with minimal +Set quality for set prices+Personal attention filters +Options to work directly with writers-High price +Wide variety of prices for a set price-Long negotiations -Long negotiations +Quick turnaround-No backups -Sort through multiple offers +Simple approval process“Free Agents” -Unclear timelines -Can’t talk to writer beforehand “Sports camp” “Scout” or “Tryouts”
  • 37. Retaining Readers RSS Feed Email Newsletters Social MediaVoracious readers More personal Large reachSocial media feeds Better tracking Engage community
  • 38. Conclusion• Understand as much as possible about your audience• Reflect your brand with your attitude• Set goals for each piece of content• Generate keywords and titles from goals• Writing sites keep the process efficient• Post to your blogging platform• Follow up with comments and social media Congratulations on your successful business blog!