Amber Zent, APR<br />Blogging for Business 101<br />
Not As Simple As It May Seem<br />
Evolution of Blogs<br />
From Upstart to Mainstream<br />Today<br />1990s<br />BLOG?<br />BLOG!<br />
THE BLOGOSPHERE IS HUGE <br />
With Popularity, Comes Credibility<br />
… And Even Celebrity<br />
To Blog or Not To Blog …<br />
For companies, blogs result in higher brandawareness, site traffic, lead generation and new and repeat sales than Facebook...
Which of the following statements describe how your blog <br />has helped your business?<br />
First Things First<br />Begin with your communication objectives.<br />What are you trying to accomplish?<br />Does it mak...
I bet you think this blog is about you …<br />
… but it should be about your audience.<br />
Know Your Audience<br />Blog audience ≠ typical customer base<br />How do your customers get information?<br />What are yo...
Know Your Organization<br />Honestly examine your business.<br />Is it about stroking egos?<br />Are you able to let go of...
The 10 Commandments of Blogging<br />You must be married to it. <br />Cheap looks cheap. <br />People want to interact wit...
Major Considerations<br /><ul><li>Location
Resources
Content and design
Promotion
Measurement</li></li></ul><li>Location<br />
www.YourBusiness.com<br />
Resources<br />
Resources<br />Do you have content? <br />Do you have the channels to promote it? <br />Do you have the time and budget? <...
Content and Design<br />
What Makes Good Content?	<br />
Start with a Purpose<br />What’s your story?<br />
Now, How Are You Going to Tell It? <br />Voice/tone<br />Editorial calendar<br />Comment management<br />Challenges<br />
Marry Content and Design<br />Weave in your brand <br />Think about your audience<br />
Promotion<br />
Where Should You Promote? <br />EVERYWHERE<br />www.yourwebsite.com<br />
How Content and Promotion Work Together<br />Spike in Twitter volume leads to topical blog post<br />Twitter<br />Blog<br ...
Measurement<br />
Measuring Success<br />Traffic<br />Referrals<br />Interaction<br />
Not for You?<br />
Blogger Outreach<br />
E-Newsletter<br />
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YouToo 2011 - Amber Zent - Blog Development

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Amber Zent, account supervisor, Marcus Thomas LLC

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YouToo 2011 - Amber Zent - Blog Development

  1. 1. Amber Zent, APR<br />Blogging for Business 101<br />
  2. 2. Not As Simple As It May Seem<br />
  3. 3. Evolution of Blogs<br />
  4. 4. From Upstart to Mainstream<br />Today<br />1990s<br />BLOG?<br />BLOG!<br />
  5. 5. THE BLOGOSPHERE IS HUGE <br />
  6. 6. With Popularity, Comes Credibility<br />
  7. 7.
  8. 8. … And Even Celebrity<br />
  9. 9.
  10. 10. To Blog or Not To Blog …<br />
  11. 11. For companies, blogs result in higher brandawareness, site traffic, lead generation and new and repeat sales than Facebook or Twitter. <br />
  12. 12. Which of the following statements describe how your blog <br />has helped your business?<br />
  13. 13. First Things First<br />Begin with your communication objectives.<br />What are you trying to accomplish?<br />Does it make sense or is it forced?<br />How can a blog contribute to overall business success?<br />
  14. 14. I bet you think this blog is about you …<br />
  15. 15. … but it should be about your audience.<br />
  16. 16. Know Your Audience<br />Blog audience ≠ typical customer base<br />How do your customers get information?<br />What are your competitors doing in the space?<br />
  17. 17. Know Your Organization<br />Honestly examine your business.<br />Is it about stroking egos?<br />Are you able to let go of corporate speak?<br />Can you handle criticism?<br />Is there time and money to devote to a blog?<br />Is your organization flexible/nimble?<br />Does life without layers of legal approval frighten you?<br />Are you willing to stick it out?<br />Are you willing to be transparent?<br />
  18. 18. The 10 Commandments of Blogging<br />You must be married to it. <br />Cheap looks cheap. <br />People want to interact with people. <br />You can influence the conversation, but you can’t control it. <br />Selling and blogging don’t mix. <br />Blog traffic isn’t just magically generated. <br />Don’t ask too much of your readers. <br />If you can’t take the heat …<br />Competitors will read your blog. Get over it. <br />A blog is not a substitute for a communications plan. <br />
  19. 19. Major Considerations<br /><ul><li>Location
  20. 20. Resources
  21. 21. Content and design
  22. 22. Promotion
  23. 23. Measurement</li></li></ul><li>Location<br />
  24. 24. www.YourBusiness.com<br />
  25. 25.
  26. 26. Resources<br />
  27. 27. Resources<br />Do you have content? <br />Do you have the channels to promote it? <br />Do you have the time and budget? <br />
  28. 28. Content and Design<br />
  29. 29. What Makes Good Content? <br />
  30. 30. Start with a Purpose<br />What’s your story?<br />
  31. 31. Now, How Are You Going to Tell It? <br />Voice/tone<br />Editorial calendar<br />Comment management<br />Challenges<br />
  32. 32. Marry Content and Design<br />Weave in your brand <br />Think about your audience<br />
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37. Promotion<br />
  38. 38. Where Should You Promote? <br />EVERYWHERE<br />www.yourwebsite.com<br />
  39. 39. How Content and Promotion Work Together<br />Spike in Twitter volume leads to topical blog post<br />Twitter<br />Blog<br />Posts linked/promoted via Twitter<br />
  40. 40. Measurement<br />
  41. 41. Measuring Success<br />Traffic<br />Referrals<br />Interaction<br />
  42. 42. Not for You?<br />
  43. 43. Blogger Outreach<br />
  44. 44. E-Newsletter<br />
  45. 45. Facebook/Twitter<br />
  46. 46.
  47. 47. Questions?<br />
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