Blogging For Business; A PR's Guide


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A guide for B2B marketers about how to best use blogging for corporate communications

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  • Blogging For Business; A PR's Guide

    1. 2. <ul><li>The top 20 UK Blogging sites has 33.2 million visitors in February </li></ul><ul><li>The world’s top 20 blogging sites had 822.9 million visitors in February </li></ul><ul><li>Over 120,000 blogs created every day – That’s one blog every 1.4 seconds! </li></ul><ul><li>1.5 million posts are left on blogs every day . . . Or 17 every second! </li></ul><ul><li>The growth from 35 to 75 million blogs took 320 days </li></ul><ul><li>Technorati found that the most linked-to blog on the internet was that of Chinese actress Xu Jenglei – 50 million hits </li></ul>
    2. 3. A blog is short for …. The Guardian weblog is a pick of the best journalism from around the web and the latest news about blogs and their authors. But it can come in many forms and for many reasons For internal comms: For personal purposes: Special interest: Industry based: Web Log
    3. 4. Why should we blog?
    4. 5. Because they are search engine friendly <ul><li>Text Rich </li></ul><ul><li>Blogs contain a wealth of links </li></ul><ul><li>Designated blog directories and catalogues </li></ul>
    5. 6. Allows customers to interact with your brand and company
    6. 7. Because ‘Times’ are changing
    7. 8. Why should PRO’s give a bloggers arse?
    8. 9. To know your reputation <ul><li>Analysing trends in your market place </li></ul><ul><li>Understanding unsolicited opinion </li></ul><ul><li>Highlighting concerns and negative perceptions </li></ul><ul><li>Shows that you listen and take heed of your target audience </li></ul>
    9. 10. To form an opinion <ul><li>On relevant blogs: </li></ul><ul><li>It provides an up to the minute news portal </li></ul><ul><li>They are platforms for debate </li></ul><ul><li>Global </li></ul><ul><li>On your blog: </li></ul><ul><li>By commenting on industry trends </li></ul><ul><li>Creates dialogue with key influencers </li></ul><ul><li>Allows you the opportunity to air your point of view and not the media’s </li></ul>Blogosphere Audience Joe Bloggs blog Traditional Media
    10. 11. Because journalists are taking the time “ . . . There’s another amazing thing: In five years, I can count on one hand the number of PR people who have commented on my blog or reached out to me as a result of a blog post or story I’ve written in a magazine. How difficult can it be to read the blogs of the reporters you’re trying to pitch in?” David Meerman Scott, author of New Rules of Marketing and PR
    11. 12. Because blogs are the new press releases “ Millions of people read press releases directly, unfiltered by the media. You need to be speaking directly to them!” <ul><li>No longer needs to be news that will only make the front page </li></ul><ul><li>News that appeals to a clients audience, not the journalist </li></ul><ul><li>Copy that is awash with search friendly keywords </li></ul><ul><li>Allows your audience to respond </li></ul>
    12. 13. Internal communications <ul><li>Blogging is more effective, more personable and more transparent than email </li></ul><ul><li>Creates an impression of a level playing field. Staff know what employers are thinking </li></ul><ul><li>Encourages feedback and allows ideas and opinions to be fed upwards quickly </li></ul><ul><li>Especially useful in decentralized work places </li></ul>
    13. 14. How best to blog
    14. 15. It’s a Blog eat Blog world <ul><li>Commenting on other blogs gets your viewpoint out there </li></ul><ul><li>Use links when you post comments, not just to your website but also to URL’s that reference your point </li></ul><ul><li>Upload links on your own blog and tell people you have done so </li></ul>
    15. 16. Tell them and they will come Add to: Delicious Digg Reddit Facebook StumbleUpon
    16. 17. <ul><li>Make the blog keyword rich </li></ul><ul><li>Highlight important trends and stories </li></ul><ul><li>Make friends </li></ul><ul><li>A busy blog is a better blog </li></ul><ul><li>Use links </li></ul><ul><li>Include a Blogroll </li></ul><ul><li>Be yourself – Sack off corporate chat and speak in first person </li></ul><ul><li>8) Use the SEO tools available: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>9) Syndicate the blog with an RSS Feed </li></ul></ul><ul><ul><li>10) Use images – Make it look pretty! </li></ul></ul>Jimbo’s Top Tips