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YouToo 2011 - Amber Zent - Blog Development
 

YouToo 2011 - Amber Zent - Blog Development

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Amber Zent, account supervisor, Marcus Thomas LLC

Amber Zent, account supervisor, Marcus Thomas LLC

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    YouToo 2011 - Amber Zent - Blog Development YouToo 2011 - Amber Zent - Blog Development Presentation Transcript

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