BLOGGING BASIC GUIDE

Baochi Nguyen
TOPICS







Why Blogging
The Anatomy of a Blog Post
Blogging Best Practices
Writing Tips
Content Inspiration
Conte...
WHY BLOGGING?





Thought leadership
Brand awareness
Credibility
Website customer acquisition

© 2014 Social Canny. A...
FROM CONTENT TO CUSTOMERS
“The hope of content marketing
is marketing that our buyers
don’t hate. It is marketing that
ser...
ANATOMY OF A BLOG POST

Title
Intro and Main Idea (1 to 2 paragraphs)

Content: proof points (2 to 3 paragraphs)

Conclusi...
PROVIDE VALUE






Tips
Lessons
Insights
Advice





Best Practices
Recommendations

© 2014 Social Canny. All right...
BITE-SIZED CONTENT


Make bite-sized content: bullets,

lists, bolded text, short paragraphs
>> think skimmers and mobile...
BRAND






Establish your audience
Choose article topics that fall under one or more of the established blog
categorie...
TITLE, INTRO AND CONCLUSION
Blog Title


Make the title an enticing one, something that
compels people to read/share



...
SEO


Incorporate key words: relevant, in moderation



Include at least five tags (long tail okay)



Interlink betwee...
DATA IS KING



Incorporate data: stats, studies, surveys, analyses
Posts that cite data tend to receive more shares/cli...
BLOG IMAGES


Include at least one image (the hero image)



Choose relevant, specific images – not generic and general
...
VIDEOS







Post videos at the top of the
article, preceding content

Insert videos through embedded
code, e.g., from...
BLOG BUZZKILLS

• Sales pitches
• Over-promotion
• Omissions to data sources
• Bad grammar and typos
• Too many links
• La...
WRITING TIPS











Write, don’t edit
Tell a story, make it conversational
Take a unique perspective
Say “NO”...
GRAMMAR RESOURCES





Book: Elements of Style by Strunk and White
Book: Woe Is I: The Grammarphobe's Guide to Better
E...
CONTENT INSPIRATION
•

Customer stories

•

Employee experts

•

Industry experts

•

FAQs via sales and customer service
...
CONTENT: CALENDAR
• Establish:
• Content frequency
• Assigned writers

• Define:
• Seasonal events
• Day-of-the-week theme...
THANK YOU!
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Blogging Basics Guide

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This is a blogging basics guide that includes more specific syntax on best practices for topics, article structure, SEO, and content inspiration.

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Blogging Basics Guide

  1. 1. BLOGGING BASIC GUIDE Baochi Nguyen
  2. 2. TOPICS       Why Blogging The Anatomy of a Blog Post Blogging Best Practices Writing Tips Content Inspiration Content Calendar © 2014 Social Canny. All rights reserved.
  3. 3. WHY BLOGGING?     Thought leadership Brand awareness Credibility Website customer acquisition © 2014 Social Canny. All rights reserved.
  4. 4. FROM CONTENT TO CUSTOMERS “The hope of content marketing is marketing that our buyers don’t hate. It is marketing that serves their needs. It’s marketing that delivers value to our buyers, helps us earn their trust, and that trust then leads to brand awareness, affinity and purchase.” Michael Brenner, vice president of global marketing for SAP © 2014 Social Canny. All rights reserved.
  5. 5. ANATOMY OF A BLOG POST Title Intro and Main Idea (1 to 2 paragraphs) Content: proof points (2 to 3 paragraphs) Conclusion and Engagement Question © 2014 Social Canny. All rights reserved.
  6. 6. PROVIDE VALUE     Tips Lessons Insights Advice   Best Practices Recommendations © 2014 Social Canny. All rights reserved.
  7. 7. BITE-SIZED CONTENT  Make bite-sized content: bullets, lists, bolded text, short paragraphs >> think skimmers and mobile users  Word count: irrelevant as long as content is quality © 2014 Social Canny. All rights reserved.
  8. 8. BRAND    Establish your audience Choose article topics that fall under one or more of the established blog categories Embody the voice/tone of the brand personality, then add a dash of your own personality © 2014 Social Canny. All rights reserved.
  9. 9. TITLE, INTRO AND CONCLUSION Blog Title  Make the title an enticing one, something that compels people to read/share  Title must be relevant to content  Keep it short    Blog Intro Establish context, audience, and perspective Spell out the value you’re about to impart Keep it succinct and to the point Blog Conclusion  Briefly reiterate your main point(s)  Emphasize key takeaways  Invite reader engagement © 2014 Social Canny. All rights reserved.
  10. 10. SEO  Incorporate key words: relevant, in moderation  Include at least five tags (long tail okay)  Interlink between web pages: other blog posts, webpages  Interlink with aligned brands/companies/content  When “curating” content, don’t duplicate copy as this negatively impacts SEO  Highlight key ideas and add unique perspective or additional information © 2014 Social Canny. All rights reserved.
  11. 11. DATA IS KING   Incorporate data: stats, studies, surveys, analyses Posts that cite data tend to receive more shares/clicks © 2014 Social Canny. All rights reserved.
  12. 12. BLOG IMAGES  Include at least one image (the hero image)  Choose relevant, specific images – not generic and general  Avoid stock photos that look like stock photos  Credit image source in article footer (unless image is original)  Set images to open in new tab during upload  Source from: iStock, WikiMedia, Flickr – or take an original photo on your phone Photos Charts Comics Graphics Infographics Screenshots © 2014 Social Canny. All rights reserved.
  13. 13. VIDEOS    Post videos at the top of the article, preceding content Insert videos through embedded code, e.g., from YouTube Cut and paste embed code via the html view in WordPress © 2014 Social Canny. All rights reserved.
  14. 14. BLOG BUZZKILLS • Sales pitches • Over-promotion • Omissions to data sources • Bad grammar and typos • Too many links • Lack of visuals • Corporate-speak © 2014 Social Canny. All rights reserved.
  15. 15. WRITING TIPS          Write, don’t edit Tell a story, make it conversational Take a unique perspective Say “NO” to bad grammar Spell out numbers below 10 Don’t spell out numbers in a title Cross-reference data and facts Cite your sources Italicize book titles, put article titles in quotes © 2014 Social Canny. All rights reserved.
  16. 16. GRAMMAR RESOURCES    Book: Elements of Style by Strunk and White Book: Woe Is I: The Grammarphobe's Guide to Better English in Plain English by Patricia O’Conner Blog Post: 12 Grammar Mistakes That Make You Look Like a Bad Blogger © 2014 Social Canny. All rights reserved.
  17. 17. CONTENT INSPIRATION • Customer stories • Employee experts • Industry experts • FAQs via sales and customer service • Influencers • Partners and competitors • Social communities • Trending topics • Key words • Twitter hashtags • Search terms • Conference attendees © 2014 Social Canny. All rights reserved.
  18. 18. CONTENT: CALENDAR • Establish: • Content frequency • Assigned writers • Define: • Seasonal events • Day-of-the-week themes • Determine: • Content type • Distribution channels • Modify and update frequently • Distribute content calendar (Google – calendar, docs, drive) © 2014 Social Canny. All rights reserved.
  19. 19. THANK YOU!

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