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#WCKC Why and How Businesses/Organizations Should Blog

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Businesses and nonprofit organizations would all benefit from having a blog but often either don’t realize how important it is, or how to go about starting a blog. Jamie explains the value of a blog and how to get a business blog started. Topics will include the reasons to have a blog, choosing topics, writing the blog, and choosing who writes the blog.

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#WCKC Why and How Businesses/Organizations Should Blog

  1. 1. Why and How Businesses and Organizations Should Blog
  2. 2. Your Presenter Jamie Smith Jamie’s Notebook Jamiesnotebook.com @JamiesNotebook jamie@jamiesnotebook.co m
  3. 3. What exactly is a blog?  "Blog" is an abbreviated version of "weblog," which is a term used to describe websites that maintain an ongoing chronicle of information.  Used to provide ongoing updates to the company website and to share information, insights Examples of blogs: http://lindarichardsphotography.com/blog/ http://ontimelogistics.wordpress.com/ http://arvestblog.com/
  4. 4. Why Should Businesses Blog? Search Engine Optimization (SEO) Industry leadership Community building Brand accessibility Marketing standard
  5. 5. SEO: Spider Food  Search engine optimization is how people find your website. People who find your website are more likely to buy from you.  Good SEO practices include using keywords effectively and producing frequent, fresh content that your audience would want to read and might be searching for online.  No way to optimize or keyword for everything  Focus on long-tail keywords as people use them more. Think of short phrases people would search, not just individual words.
  6. 6. Industry Leadership  Posts don’t have to be profound to be thoughtful.  Reflect and share, don’t flaunt.  Post content related to industry news, which shows your credibility and knowledge.
  7. 7. Community Building  The comments section invites people to contribute their thoughts, and comments beget comments.  People have a tendency to “congregate” digitally around blogs or social media platforms that they mutually enjoy. Build that meeting place for your audience with fresh, interesting content.
  8. 8. Brand Accessibility  Your company is made up of human beings, show it!  Highlight employees, provide personal insights, and other glimpses into your company culture.  Blogs help take away the “antiseptic feel” of a faceless corporation and helps show the humans behind the brand.  People do business with people, especially in small business.
  9. 9. Marketing Standard  Blogging is a current content marketing standard and for good reason. B2B marketers that use blogs receive 67% more leads than those that do not. Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.  People have come to expect companies to engage them using blogs and social media. If you don’t keep up, it will give the perception that you don’t care.
  10. 10. Where Do I Start? Using WordPress? You’re ahead of the game. WordPress makes it easy to add a blog to an existing (or new) website. Make sure your site/blog is mobile friendly so Google doesn’t punish you in the search rankings.
  11. 11. In-house or Outsource? In-house Outsource  Pro: Someone within your company is going to know more intimately about your culture and processes (requiring less research)  Con: Current employees already have duties or are not experienced in business blogging  Pro: Outsourcing lets someone who is experienced, efficient, and professional manage the blog aspect of your branding  Con: Someone who is not within the business/industry will need more research time including potential interviews, etc.
  12. 12. What Do I Say?  Topics can cover many areas of your business: Internal news – sales, new products, company philosophy External, industry news – what’s new or in the news in your industry? Reflect on the trends and offer insights.
  13. 13. What do I say (continued) Community news and events, especially if a particular cause closely relates to your business. Personal/personnel news – announce the birth of a new baby or an employee’s son’s graduation. (This will depend on the nature of the business and employees must give permission.)
  14. 14. Three popular post types  Michael Hyatt (www.michaelhyatt.com) offers great advice on structuring three different kinds of blog posts: The “how to” post The “list” post The “review” post
  15. 15. How Do I Say It?  Key components of a blog post:  350 – 700 words  Attention-getting, keyworded title  Open paragraph has to go immediately to the point  Relevant image(s)  Personal experience (when appropriate)  Main body – make it easy to skim using subheadings, bullet points, etc.  Close with a discussion question (when appropriate)
  16. 16. Promoting the Blog  Integrate blog with appropriate social media  Make sure the blog link is visible from your website’s homepage and also listed on pertinent websites  Integrate with company/organization newsletter  Use blog to generate subscribers and build email lists
  17. 17. Resources Reputable sources for finding ideas, help and other resources:  Hubspot.com  Mashable.com  Grammarist.com  Socialmediaexaminer.com  Blog.CollectiveBias.com  MichaelHyatt.com  Zemanta (pictures)  Commons.wikimedia.org (pictures)
  18. 18. Online is forever and what you say on your business blog affects your brand!

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