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How to Blog Effectively for Business (GF101) Professors:  Ann Handley  &  Mack Collier ,  MarketingProfs
<ul><li>Blogging for Business  </li></ul><ul><li>What You Need to Know to Get Started </li></ul>
Blog Readership Source: e-Marketer In 2008,  45%  of the US internet population read blogs on a monthly basis. In 2013,  5...
In 2008,  13%  of the US internet population created or maintained a blog. By 2013,  17%  of the US internet population  w...
128 million people  in the US will be reading blogs on a monthly basis. 38 million people in the US will be blogging. Both...
So, what IS a blog? A tool that allows you to quickly and easily  create  and  publish  new content. Allows readers to lea...
Google loves blogs, which can be good, or bad Wal-Mart Blog Results Posts from other bloggers about Wal-Mart Blog
Components of a blog
Header Post Sidebar Comments
 
Why write about birthdays?  What does that have to do with Graco?
Promotes Best Western but also helps travelers find good deals
Is this a post about carpet, or decorating?
Blog posts can serve as communication tool in crisis situations
Comments give readers a chance to leave feedback and interact
Notice how blogger and readers refer to each other by first names
Graco’s sidebar gives readers  information  and encourages  interaction
Sidebar contains additional information that readers can find value in
The header sets visual tone for blog and has links to information for readers
Two column layout; Post column and sidebar
 
 
Two column layout; Sidebar and post column
Three column layout; Sidebar, post column, sidebar
Three Column Layout; Post Column, Sidebar, Sidebar
 
Issues to consider when picking a blogging platform <ul><li>How many people will blog for your company? </li></ul><ul><li>...
Does Your Company Have the Resources to Blog? <ul><li>Two issues to consider: </li></ul><ul><li>Do you have the time? </li...
Your blog does not have an expiration date… … can you commit to it from now on? http://www.flickr.com/photos/indieman/
Pick bloggers that are happy and passionate Not people that would rather do something else… Not people that would rather  ...
Qualifications for blogging? <ul><li>People who are passionate about blogging and social media </li></ul><ul><li>People wh...
Should your CEO blog?
A group blog is a very popular choice
 
Letting your evangelists blog for you can be a great idea
SmartTools: Blog Marketing
Mack Collier – Social Media Consultant Stay in touch with me here: Blog –  http://www.theviralgarden.com Twitter –  http:/...
Ann Handley <ul><li>Chief Content Officer </li></ul><ul><li>MarketingProfs </li></ul><ul><li>www.marketingprofs.com </li><...
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#1 IMU: How to Blog Effectively for Business (GF101)

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Class 1 of Inbound Marketing University

How to Blog Effectively for Business (GF101)

Professors: Ann Handley & Mack Collier, MarketingProfs

Published in: Technology, Business
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#1 IMU: How to Blog Effectively for Business (GF101)

  1. 1. How to Blog Effectively for Business (GF101) Professors: Ann Handley & Mack Collier , MarketingProfs
  2. 2. <ul><li>Blogging for Business </li></ul><ul><li>What You Need to Know to Get Started </li></ul>
  3. 3. Blog Readership Source: e-Marketer In 2008, 45% of the US internet population read blogs on a monthly basis. In 2013, 58% of the US internet population is projected to be reading blogs on a monthly basis.
  4. 4. In 2008, 13% of the US internet population created or maintained a blog. By 2013, 17% of the US internet population will be blogging . Source: e-Marketer, blogs updated at least once every 3 months Blog Creation
  5. 5. 128 million people in the US will be reading blogs on a monthly basis. 38 million people in the US will be blogging. Both stats reflect a 50% increase over current levels. By 2013… Source: e-Marketer
  6. 6. So, what IS a blog? A tool that allows you to quickly and easily create and publish new content. Allows readers to leave feedback on that content, as well as react to feedback from other readers.
  7. 7. Google loves blogs, which can be good, or bad Wal-Mart Blog Results Posts from other bloggers about Wal-Mart Blog
  8. 8. Components of a blog
  9. 9. Header Post Sidebar Comments
  10. 11. Why write about birthdays? What does that have to do with Graco?
  11. 12. Promotes Best Western but also helps travelers find good deals
  12. 13. Is this a post about carpet, or decorating?
  13. 14. Blog posts can serve as communication tool in crisis situations
  14. 15. Comments give readers a chance to leave feedback and interact
  15. 16. Notice how blogger and readers refer to each other by first names
  16. 17. Graco’s sidebar gives readers information and encourages interaction
  17. 18. Sidebar contains additional information that readers can find value in
  18. 19. The header sets visual tone for blog and has links to information for readers
  19. 20. Two column layout; Post column and sidebar
  20. 23. Two column layout; Sidebar and post column
  21. 24. Three column layout; Sidebar, post column, sidebar
  22. 25. Three Column Layout; Post Column, Sidebar, Sidebar
  23. 27. Issues to consider when picking a blogging platform <ul><li>How many people will blog for your company? </li></ul><ul><li>How comfortable are you with editing your blog’s template? </li></ul><ul><li>Do you want to host your blog on your website, or a separate domain? </li></ul><ul><li>Do you want a free blog platform, or can you pay a monthly fee? </li></ul>
  24. 28. Does Your Company Have the Resources to Blog? <ul><li>Two issues to consider: </li></ul><ul><li>Do you have the time? </li></ul><ul><li>Do you have the people? </li></ul>
  25. 29. Your blog does not have an expiration date… … can you commit to it from now on? http://www.flickr.com/photos/indieman/
  26. 30. Pick bloggers that are happy and passionate Not people that would rather do something else… Not people that would rather be doing something else http://www.flickr.com/photos/cameronparkins Pick bloggers that are happy and passionate
  27. 31. Qualifications for blogging? <ul><li>People who are passionate about blogging and social media </li></ul><ul><li>People who are passionate about your company </li></ul><ul><li>People who are passionate about connecting and helping your customers </li></ul><ul><li>People who can write </li></ul>
  28. 32. Should your CEO blog?
  29. 33. A group blog is a very popular choice
  30. 35. Letting your evangelists blog for you can be a great idea
  31. 36. SmartTools: Blog Marketing
  32. 37. Mack Collier – Social Media Consultant Stay in touch with me here: Blog – http://www.theviralgarden.com Twitter – http://www.twitter.com/mackcollier Email – mack.collier@gmail.com
  33. 38. Ann Handley <ul><li>Chief Content Officer </li></ul><ul><li>MarketingProfs </li></ul><ul><li>www.marketingprofs.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter.com/marketingprofs </li></ul>

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