15 things for you to consider before you publish your next blog. This SlideShare is the companion to the blog "How to Blog Like a Pro in a Mobile and Social World" https://cafelina.me/2017/10/26/blog-like-a-pro/ . Together they offer guidance on how to structure your approach to blogging. So you think you can blog… Yet when you produce content, it fails to deliver any kind of meaningful results. Your blogging efforts are floundering. You’re staring at a blank screen not knowing where or how to start. Wasn’t this supposed to be easy?

1. So you think you can blog… Yet when you produce content, it fails to
deliver any kind of meaningful results. Your blogging efforts are
floundering. You’re staring at a blank screen not knowing where or
how to start. Wasn’t this supposed to be easy?
This SlideShare is the companion to the blog by the same name
https://cafelina.me/2017/11/25/blog-like-a-pro/. Together they offer
guidance on how to structure your approach to blogging. While it is
complimentary, this differs from “how to structure a blog post”.
What I’ve created and refined is a sort of templatized checklist that
helps focus the work effort.
I use the template checklist to develop draft ideas which I then plot
into an editorial calendar. It can be challenging to complete the
template in one sitting. However, I find it pays to take the time to
document, refine and return until I have a solid bone structure that will
form the basis for the information, compelling resources and creative.
Once completed and as appropriate, the template also serves as the
vehicle to socialize with other coworkers.
If you hit at least the majority of the items in the template, you should
be on your way to producing more compelling content. The key to the
approach is to…
work your way through the checklist before you start writing the blog.
How to Blog Like a Pro
in a Mobile and Social
World

2. Lina Arseneault @CafeLina
Presented by:

3. Click this button to tweet
the information on a slide.

24.  Learn how to blog like a pro in a mobile
and social world.

39. Source: Blogging Statistics and Trends: The 2017 Survey of 1000+ Bloggers via Orbit Media Studios

46.  Learn how to blog like a pro in a mobile
and social world.

48. 1. Blog Thesis • “This blog is about …”
2. Identify 3-5 objectives • What do you want to accomplish?
3. Audience • “This blog is targeted at …”
4. Roles & Responsibilities • Who will be the published author?
• Is the writer someone other than the author?
• Who is on the review team?
• “The approval chain for the blog includes …”
5. Target Publication Date • Hard date (event), soft date (thought
leadership), or crisis (yikes!)?
• Are their dependencies?
6. Is this blog associated with
an industry event or incident?
• Name, context, #tag, URLs
7. Outline reference materials
that bolsters the blog.
• Research, articles, blogs, videos, quotes, tweets,
infographics, screenshots, images, etc.
• Is the blog dependent on asset completion?
8. Social tags • Are there existing social tags or keywords for
this topic?
• Are you proposing others?

49. 9. What are the CTAs
Primary and Secondary
• Follow us, contact us, view / share / download
our whitepaper, register for a webinar, listen to
our podcast, schedule a demo, buy now! etc.
• Can you track and measure each CTA?
10. Image Creative • 1 or more images used as blog header and
across social channels.
11. New Companion Asset? • Readers feast on more than words. Think eye
candy.
12. Blog Title • Do this last, once the blog is complete.
• *** Use a headline analyzer. ***
13. Promotion Strategy • Do you have a plan to communicate with key
external influencers and internal advocates?
• Can the content reach be extended?
• Is this worthy of media placement / exclusive?
• Social media copy and cadence
14. Engagement
Comment moderation
across all channels
• Do responses require approval before posting?
• Where will responses be posted? Directly in
channel or as a redirect to a central response?
15. Tracking and Insights • What do the metrics tell you?
• Can you do better?
• Is there a follow-up?

51. • The FCC received a complaint from an
individual who had attended a function at
the Gaylord Opryland.
• The complainant alleged that the Gaylord
Opryland was “jamming mobile hotspots
so that you can’t use them in the
convention space.”
In March 2013 …

52. 1. FCC issues
an order and
consent decree
http://transition.fcc.gov/Daily_Releases/Daily_Busines
s/2014/db1003/DA-14-1444A1.pdf
Friday, October 3rd 2014

53. 1. FCC issues
an order and
consent decree
2. “Marriott fined
$600,000 by FCC
for blocking
guests’ Wi-Fi” via
CNN
http://edition.cnn.com/2014/10/03/travel/marriott-
fcc-wi-fi-fine/
Friday, October 3rd 2014

54. Friday, October 3rd 2014
1. FCC issues an order
and consent decree
2. “Marriott fined
$600,000 by FCC for
blocking guests’
Wi-Fi” via CNN
3. Experts are vocal
on Twitter

55. 1. Blog Thesis  “This blog sheds light on the FCC’s decision
regarding Wi-Fi containment at Marriott.”
2. Identify 3-5 objectives • Position Hemant Chaskar as subject matter expert
in this area.
• Position the company as a security thought leader.
• Engagement: Generate dialog / comments on blog
and social platforms.
• Showcase Hemant’s blog portfolio.
• Increase Twitter and SlideShare social actions.
3. Target Audience • Hospitality Segment: Technical and Business
Decision Makers, Wi-Fi Industry Experts, Technical
Trade Press
4. Roles & Responsibilities • Author: Hemant Chaskar
• Reviewers: Hemant Chaskar, Lina Arseneault, legal
• Final approval: executive team
5. Target Publication Date • Saturday October 4th 2014 (be first to publish
thought leadership on this topic)
6. Is this blog associated
with an industry event or
incident?
• Reaction to Marriott’s position, confirm that we
are not the vendor
• #Marriott #FCC

56. 7. References • WIPS video from Wireless Field Day 6
• https://www.youtube.com/watch?v=SHt193xgRz0
• The WIPS Detective blog series by Hemant
• http://blog.mojonetworks.com/the-wips-detective/
• FCC-Marriott WiFi Blocking Fine Opens Pandora’s
Box | By Lee Badman via InformationWeek
• http://www.networkcomputing.com/wireless-infrastructure/fcc-
marriott-wifi-blocking-fine-opens-pandoras-box/a/d-id/1316449
8. Social Tags • #WiFi #MarrioTT #FCC
9. What are the CTAs
Primary and Secondary
• Subscribe to our blog. Contact us.
• Increase blog and web traffic.
• Increase social followers.
10. Image Creative • Atom image with Wi-Fi and many other
components
11. New Companion Asset • Visual summary tracking articles and opinions.
• Both SlideShare and blog can be cross-promoted.
12. Blog Title • Understanding FCC decision regarding Wi-Fi
containment at Marriott
13. Engagement • Blog, Twitter, LinkedIn, SlideShare, Newsletter
14. Tracking and Insights • Substantial blog and web traffic spikes.
• Social Follow, SlideShare views, likes, embed
• Timing is everything!

57. https://www.slideshare.net/airtight/marrio
tt-fined-600-k-by-fcc-for-blocking-guests-
wi-fi
http://blog.mojonetworks.com/fcc-wi-
fi-rogue-containment/
2 Complementary Assets

58. https://www.slideshare.net/airtight/marriott-fined-600-k-by-fcc-for-blocking-guests-wi-fi

59. https://www.slideshare.net/airtight/marriott-fined-600-k-by-fcc-for-blocking-guests-wi-fi

61. The top three goals for SMB social media
marketing programs are
brand awareness (74%),
website traffic (53%), and
lead generation (41%).
(Source Simply Measured)

65. How to blog like a pro in a mobile
and social world.
This blog offers guidance on how to structure
your approach to blogging through a
templatized checklist that helps focus the work
effort. Read on and learn how to blog like a
pro so that you can start capitalizing on the
social media era.

66. Other Resources
If you require tips on how to structure a blog post, you can find
them here
What is a Blog Post? – The Perfect Structure [blog post includes
a visual template] via FirstSiteGuide
Adopt the winning perspective, think like a customer [blog post
includes a visual SlideShare] via cafelina blog
Blogging Statistics and Trends: The 2017 Survey of 1000+
Bloggers via Orbit Media Studios

67.  Learn how to blog like a pro in a mobile
and social world.

68. CaféLina: https://cafelina.me/
Email: lina@cafelina.me
LinkedIn: www.linkedin.com/in/linaarseneault
Slideshare: http://www.slideshare.net/Lina_Arseneault
Twitter: @LinaArseneault

69. For the build of this SlideShare, CaféLina sourced images from the following 123rf.com contributors:
https://www.123rf.com/profile_rawpixel
https://www.123rf.com/profile_vnn83
https://www.123rf.com/profile_kae4yuki
https://www.123rf.com/profile_edwardolive
https://www.123rf.com/profile_wavebreakmediamicro
https://www.123rf.com/profile_tatabrada
https://www.123rf.com/profile_antonprado
https://www.123rf.com/profile_jahmaica
https://www.123rf.com/profile_panama7
https://www.123rf.com/profile_ca2hill
https://www.123rf.com/profile_yarruta
https://www.123rf.com/profile_dancelav
https://www.123rf.com/profile_ducksmallfoto
https://www.123rf.com/profile_nosua
https://www.123rf.com/profile_hkeita
https://www.123rf.com/profile_jamesteohart
https://www.123rf.com/profile_karandaev
https://www.123rf.com/profile_almagami
https://www.123rf.com/profile_furtseff
https://www.123rf.com/profile_stokkete
https://www.123rf.com/profile_enotmaks
https://www.123rf.com/profile_mexrix
https://www.123rf.com/profile_vnn83
https://www.123rf.com/profile_sashkin7
https://www.123rf.com/profile_mnsanthoshkumar
https://www.123rf.com/profile_naumoid
How to Blog Like a Pro
in a Mobile and Social
World