Blogging for Business 101
Apr. 13, 2015•0 likes•265 views
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This presentation provides a framework for successful blogging for businesses. It covers infrastructure, strategy, preparation, execution, and promotion tips and tricks from a veteran blogger.
Jon DiPietroFollow
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Blogging for Business 101
- 1. Business Blogging 101 (and 102 and 103)
- 2. Orientation Take notes (don’t transcribe) Post-workshop email: • Evaluation survey • Resource page Ask questions
- 4. great product, poor marketing
- 5. mediocre product, great marketing
- 6. great product, great marketing “put a dent in the universe”
- 8. What We’ll Cover Goals Step 1: Plan Step 2: Publish Step 3: Promote Mystery Bonuses (time permitting)
- 9. GOALS
- 13. Step One: Plan
- 14. “Tactics without strategy is the noise before defeat” Art of War by nbarreto on Flickr
- 19. Plan: Outcomes Start with the end
- 23. Plan: Quantity More is better, but…
- 24. Plan: Consistency Consistency is more better!
- 25. Plan: The eBook Trick Instead of monolithic white papers Break up the chapters and sections Into Smaller, bit sized Blog posts eBook to Posts Posts to eBook
- 28. Visual Design C R A P o n t r a s t e p e t i t i o n l i g n m e n t r o x i m i t y
- 29. when using contrast, go bigor go home
- 31. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium. alignment
- 32. Lorem ipsum dolor sit amet consectetur adipiscing elit. Nullam vel augue eros Etiam interdum fringilla lectus sed suscipit Pellentesque dui purus, facilisis id molestie non, adipiscing vitae erat. Ut lorem quam, ornare vitae scelerisque et, rutrum vitae odio. Cras sagittis enim eget nisl mollis euismod. Phasellus nec lectus quam, vel gravida neque. Nullam at condimentum velit. Integer nunc eros, eleifend et lobortis lobortis, elementum at massa. Mauris id nunc mi Ornare tincidunt turpis. Aenean neque metus, dignissim quis luctus placerat, volutpat id urna. Cras lacinia enim quis ligula ullamcorper a luctus nisi suscipit. Donec sed orci vel magna rutrum posuere ullamcorper id massa. Quisque accumsan tempus quam Ac pretium sapien rutrum et. Aenean fermentum risus eu urna tincidunt rhoncus. Aliquam a sapien non felis auctor tristique non lobortis diam. Ut sit amet massa libero. Fusce tellus urna, sagittis condimentum fringilla a, tincidunt a dolor. Nullam adipiscing lorem vel lorem ultricies sed facilisis ligula eleifend. Sed euismod sapien at orci dignissim consectetur ac quis turpis. Maecenas ac leo augue. Integer eget diam tristique risus laoreet feugiat quis eu nunc. Cras vel egestas orci. Sed ac mauris massa. proximity
- 33. Preparation
- 35. Plan: Intelligence RSS, Q&A, Google Alerts
- 37. Step 2: Publish
- 40. Publish: Titles • Encourage their dreams • Justify their failures • Allay their fears • Throw rocks at their enemies One sentence persuasion
- 41. Publish: Titles • Lust • Mystique • Alarm • Prestige • Power • Vice • Trust Emotional Triggers
- 42. Publish: Titles
- 43. Publish: Writing Don’t bury the lead
- 45. Publish: Writing Pictures “The effects of the bush fires could be seen thousands of kilometers away and disrupted businesses across Victoria. At Melbourne Airport, flights schedules were disrupted and normal operation was difficult due to low visibility and choking effects of smoke.” “The effects of the bush fires were felt far beyond affected areas.” Photo used under Creative Commons license courtesy of Rusty Stewart (rustystewart) on Flickr
- 52. Step 3: Promote
- 53. Promote: Brown- Nosing Attract attention of influencers
- 57. Promote • Email Signatures • Contests • Blog Directories • YouTube intro video • Website Banners Additional Tips
- 58. Wrap-Up Planning: When you fail to plan, you plan to fail! Publishing: Invest evenly in writing, title and images. Promoting: Settle in for a long journey!!
- 59. Questions
- 62. Bonus: 75+ Blog Ideas in 5 Minutes • 5-part “101” series on [core competency] • Customer/case study of the month • Top 3 stories of the month • Blog-hacking • Interview with colleagues/mentors • Guest posts • Seasonal posts • Holiday posts • Conference recaps • Product/service reviews
- 63. Bonus: 75+ Blog Ideas in 5 Minutes • Top 5 benefits of ?? • 5 surprising facts about ?? • 5 common mistakes/misperceptions about ?? • Getting started with ?? • Hidden costs of ?? • Stuff [my professionals] say (terminology) • Recommended reading list • Twitter chat highlights • State of the industry report
- 64. Bonus: 75+ Blog Ideas in 5 Minutes • A day in the life • Best practices for [core competency] • Pros and cons of ?? • Checklist • Frequently asked questions
- 65. Bonus: Building an Audience
- 67. Building an Audience: Insiders Create “Member Only” Content
- 68. Bonus: Recommended Reading • Story – Robert McKee • The Elements of Story – Francis Flaherty • The Non-Designer’s Design Book – Robin Williams • Made to Stick – Dan and Chip Heath • Inbound Marketing – Brian Halligan, Dharmesh Shah • Meatball Sundae – Seth Godin
Editor's Notes
- A superior product with poor marketing is a Betamax.
- An mediocre product with a great message is a Shamwow.
- And a great product with a great message is an iPod. Compelling content takes a good idea and makes it great, and it takes a great idea and puts a dent in the universe. Remarkable means something that is worth taking notice – worth talking about. Remarkable content spreads itself and takes your ideas along for the ride. It makes it possible for people to fully appreciate you, your Section, Division, Department or District.
- “Boring is invisible. Remarkable products and remarkable people get talked about. How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?”
- Demonstrate expertise
- Create links, focus on keywords
- The first and most egregious mistake I see companies make in social media is that they get talked into employing social media tactics without an Internet marketing strategy. This means understanding how the entire web presence will be used in pursuit of the ultimate goal; gaining customers. The website, search engine optimization and social media strategies must all be aligned and compliment one another before tactics can be considered.
- According to a report from Pingdom.com, 52 out of the Technorati Top 100 blogs use WordPress as their platform of choice, up from 48 blogs last year. Four years ago, that number stood at 32.
- Rule #1 of sales: ask for it
- Contrast is an interesting subject to me because it has the dual ability for both good and evil from a design perspective. The danger of contrast is that small differences between similar items on a page actually trigger a stress response. And the fascinating thing about that are the evolutionary effects of living in a dangerous environment. Think about walking around an African savannah for a moment. Seeing a lion a thousand yards (excuse me – meters) away in the middle of a field might be off-putting but it’s no cause for panic. It’s very easy to assess the danger level due to the lack of ambiguity. On the other hand, a slight rustling of a bush or modest color differential a few feet away could indicate the presence of a saber toothed tiger, which is cause for great alarm. When it comes to contrast, it’s a matter of go big or go home. Significant differences is size, shape, orientation, or color are effective ways to convey differences, organize sections, and create interest.
- Repetition is a principal that involves using same visual element over and over throughout your content. This element can be a font, an icon, a spatial relationship, etc… Another word for repetition is consistency. But much like contrast, it’s most effective when we deliberately “kick it up a notch.”
- Use alignment to establish relationships between design elements, rather than haphazardly dropping things onto a page where ever there is space. If you are consistent with alignment throughout a piece, then you can combine it with contrast as a double-whammy by changing it up to call attention to something important. The point is to make a deliberate, conscious decision every time you place something on a page or slide. In this slide, for example, just the simple act of changing the alignment of the text clearly joins it to the image. When the text is left justified, it almost feels like the text and the image are repelling one another – like recess in first grade with boys on one side of the school yard and girls on another.
- Proximity means spatially group together items that are related and separating items that are not related. It makes your content easier to navigate and understand. This slide shows you a bunch of words that have no meaning, but their proximity tells you an awful lot about their relationship to one another. We can see here that there is a title and a subtitle, three main ideas, and a conclusion. In addition to organizing your design, proximity can also provide meaning by establishing relationships like equality (or inequality), imminence (or distance), cooperation (or obstruction), and so on…
- Blair Warren People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their enemies.