The Basics of Blogging

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This guide on ‘The Basics of Blogging’ will help you discover:
What your business should write about.
Who should write your content.
How often you should publish content.
Where you should host and share your content.
How SEO works.
How to research relevant keywords for your business.
How to use social media to grow your blog following.
And, most importantly, how to know if it is working.

You can also hear the full presentation at http://www.atomicdust.com/watch-the-basics-of-blogging/

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The Basics of Blogging

  1. 1. The Basics of BloggingDanielle HohmeierOnline Marketing Manager at Atomicdustdhohmeier@atomicdust.comlinkedin.com/in/daniellehohmeier@daniellesmyname
  2. 2. The Basics of BloggingBusinesses with active blogs get about 7 times moreorganic search traffic than businesses that don’t.HubspotVS
  3. 3. The Basics of BloggingBusinesses with active blogs get about 55% morevisitors than businesses that don’t.HubspotVS
  4. 4. The Basics of Blogging71% of businesses that blog have increased theirvisibility in their industry through writing.Technorati
  5. 5. Why Should I Blog?The Basics of Blogging
  6. 6. Establish expertiseThe Basics of Blogging / Why Should I blog?PersonalitySEO
  7. 7. • Popularity• Keyword or phrase matches• Recent, updated content• Location• Social mediaThe Basics of Blogging / Why Should I blog?People ask search engines questions. And searchengines want to give them the best answers.
  8. 8. The Basics of Blogging / Why Should I blog?• More than 200 factors in determining how to rank web pages on Google• 500-600 changes to the algorithm every year• “Is this website optimized for SEO?” The answer is ‘for now.’• Beware the “I can get you ranked on Google!” scam.Ranked for what keywords?SEO is an ongoing process.
  9. 9. The Basics of Blogging / Why Should I blog?“Good SEO is about creating a relevant,informative website, with unique content andgreat user experience, and encouraging thesharing and distribution of great content to driveorganic publicity and links back to your site.”Michael Mothner
  10. 10. The Basics of BloggingThe First Question:What are my goals?
  11. 11. The Basics of BloggingThe Second Question:What will I say?
  12. 12. The Basics of Blogging / What are my goals? What will I say?• News, announcements• Feature product, services• Industry news, commentary• Tips or advice• Behind-the-scenes• Don’t forget pictures and video!Share what you know.
  13. 13. The Basics of Blogging / What are my goals? What will I say?• Create a calendar• Start with set dates - events, holidays, announcements• Fill in the gaps• Balance promotional pieces with education / enrichmentRun it like a publication.
  14. 14. The Basics of Blogging / What are my goals? What will I say?• Competitor Industry audit• Look to companies that inspire you• Look for trends in keywords and phrasesGet Inspired.
  15. 15. The Basics of Blogging / What are my goals? What will I say?• Google AdWords Keywords Tool (free!)• Google Insights for Search (free!)• Google Blog Search (free!)• Zerys.com (free!)Keyword Research
  16. 16. The Basics of BloggingThe Details:Who’s going to write it?How often? And where?
  17. 17. The Basics of Blogging / Whoʼs going to write it? How often? And where?Public Relations, Marketing,Customer Service, CEOWho should write my blog?Passion for blogging/socialmedia, the industry andstrong writing skills
  18. 18. The Basics of Blogging / Whoʼs going to write it? How often? And where?2k per monthHow often should I publish?1 / 2,000 2 / 1,0004 / 500 8 / 250
  19. 19. The Basics of Blogging / Whoʼs going to write it? How often? And where?• Facebook• Twitter• Tumblr• Blogger• Wordpress.comWhere should I blog?
  20. 20. The Basics of Blogging / Whoʼs going to write it? How often? And where?• Wordpress (.org), Expression Engine• Control over your content, domain• SEO plug-insBlog on your own website / CMS.
  21. 21. The Basics of Blogging / Whoʼs going to write it? How often? And where?• Make the name of your blog and titles of your posts somethingrelevant for search. Humor doesn’t always translate for searchengines. You have to find a balance.•••Quick Blogging TipsKnow the difference between categories and tags, and use them.Create custom permalinks with keywords or phrases.Use keywords in the names of files you upload.
  22. 22. The Basics of Blogging / Whoʼs going to write it? How often? And where?•••Quick Blogging Tips (Cont.)Include links to other pages on your site, but don’t overdo it.Set up RSS and email subscriptions to make it easy for peopleto follow your blog.Make friends with a developer and/or designer for help!
  23. 23. The Basics of BloggingNow, share it.
  24. 24. The Basics of Blogging / Now, share it.80% of US internet users use social media.Nielson
  25. 25. The Basics of Blogging / Now, share it.• Facebook• Twitter• Linkedin• Google +The major players.
  26. 26. The Basics of Blogging / Now, share it.• Make sure you are set up as a Page or a Place, and not a person• Share 3-5 updates per week• Tag other relevant accounts• Photos are the new black• Find ways to share one blog post more than once• If you have the budget, use Facebook Ads and Sponsored Stories• Don’t just sell yourself!Facebook Pages
  27. 27. The Basics of Blogging / Now, share it.• Use Hootsuite (or another service)• Share at least one update per day• Tag other relevant accounts (@)• Use hashtags (#)• Share blog posts multiple times• Don’t be afraid to preschedule• Build relationships one (or two) accounts at a time• Don’t just sell yourself!Twitter
  28. 28. The Basics of Blogging / Now, share it.• Share blog posts in updates• Fill out your whole company profile• Don’t forget pictures and video!• Add products, services, guidesLinkedIn
  29. 29. The Basics of Blogging / Now, share it.• May not have a huge user base, but Google rules search• Fill out a profile - company and personal• Share blog posts• Video shared on G+ has an impact on YouTube search results tooGoogle +
  30. 30. • Yelp• Flickr• Foursquare• YouTube• InstagramThe Basics of Blogging / Now, share it.Other networks• Pinterest• Digg• Redditt• StumbleUpon•SlideshareNo matter what networks you decide to use, make sure you fill outyour profile and use relevant keywords and phrases. Be consistent!
  31. 31. The Basics of Blogging / Now, share it.• Printed newsletters, guides• Email newsletters, guides• Add URL to email signature, business cardsIt isn’t just about social media.
  32. 32. The Basics of BloggingHow do I know if it’s working?
  33. 33. The Basics of Blogging / How do I know if itʼs working?• Subscriptions (RSS and email)• Comments• Response on social media (likes, shares, retweets, etc.)What to look for.
  34. 34. The Basics of Blogging / How do I know if itʼs working?• Most popular posts• Search keywords• Location of visitors (especially for local businesses)• Pageviews / Pages per Visit / Avg. Visit Duration• Traffic sources (search / direct / referral)• Visits from mobileGoogle Analytics
  35. 35. The Basics of BloggingOther Resources
  36. 36. The Basics of Blogging / Other ResourcesSocialFresh.comAtomicdust Blog atomicdust.com/blog andLinkedin linkedin.com/company/atomicdustSocial Media Club St. LouisHubSpotATMDST
  37. 37. Thank youDanielle HohmeierOnline Marketing Manager at Atomicdustdhohmeier@atomicdust.comlinkedin.com/in/daniellehohmeier@daniellesmyname

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