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The How and Why OfProfessional Blogging:A Complete GuideJohn PattonPrincipal, Catalyst Digital Partners                   ...
TUTORIAL OUTLINESection One: Why Blog?• Content Appetite• Expanding Influence• Knowledge sharing platformSection Two: Chan...
TUTORIAL OUTLINESection Three: Writing An Effective Blog Post•   Improving Scanability•   Format & Post Length•   Engage a...
SECTION ONE: WHY BLOG?Content Appetite• Are people reading your posts?  – Knowing whether your content is falling flat is ...
SECTION ONE: WHY BLOG?Expanding Influence  A well crafted blog post can:    • Influence trends    • Create a breakthrough ...
SECTION ONE: WHY BLOG?AN EXAMPLE OF INFLUENCESHARING AN INSIGHT:Thought leaders in the Education space can share insightsf...
SECTION ONE: WHY BLOG?KNOWLEDGE SHARING PLATFORM• Disseminate timely knowledge in your  “thought network”  – A single blog...
SECTION ONE: WHY BLOG?A MEDIUM FOR IDEAS TO GO VIRAL• Whether it‟s a news update, an  infographic, case study, white paper...
SECTION TWO: CHANGES IN CONSUMPTIONWHERE DOPEOPLE GETTHEIR NEWS?                  Image courtesy of schools.com   9
SECTION TWO: CHANGES INNEWS CONSUMPTIONHOW THE INTERNET HAS CHANGED NEWS• Democratization of news  – Online news sources c...
SECTION TWO: CHANGES INNEWS CONSUMPTIONSNAPSHOT OF A TYPICAL BLOG READERBecause your reader is looking at a computer scree...
SECTION THREE: WRITING ANEFFECTIVE BLOG POSTIMPROVING SCANABILITY (IN YOUR POSTS)The Problem:                             ...
SECTION THREE: WRITING ANEFFECTIVE BLOG POSTIMPROVING THE SCANABILITY OF A BLOG POSTTHE SOLUTION:   – Grab your reader‟s a...
SECTION THREE: WRITING ANEFFECTIVE BLOG POSTFORMAT & POST LENGTH• A distribution of blog posts by word  count             ...
SECTION THREE: WRITING ANEFFECTIVE BLOG POSTFORMAT & POST LENGTHPerception: Blog posts have to be long and heavilyresearch...
SECTION THREE: WRITING ANEFFECTIVE BLOG POSTENGAGE AND PROVOKE• Problem: Blog posts can be boring, esoteric  and too inter...
SECTION THREE: WRITING ANEFFECTIVE BLOG POSTADDITIONAL TOOLS• Curate  – Help people see your organization as a    thought ...
SECTION THREE: WRITING ANEFFECTIVE BLOG POSTADDITIONAL TOOLS• Add Value  – Offer critical observations or inquiries• Link ...
SECTION THREE: WRITING ANEFFECTIVE BLOG POSTADDITIONAL TOOLS• When in doubt, post!  – Don‟t let this guide handcuff you  –...
SECTION FOUR: TEMPLATESUGGESTIONSWRITING A GOOD HEADLINE• Problem: Readers are often deterred by bad  headlines• Solution:...
SECTION FOUR: TEMPLATESUGGESTIONSINTRODUCTION PARAGRAPH1. Start with values and framing of why   the subject is important2...
SECTION FOUR: TEMPLATESUGGESTIONSBODY1. Support your key message(s)2. Use language that is simple, straightforward   and u...
SECTION FOUR: TEMPLATESUGGESTIONSCONCLUSION1. Provide information about what your   topic means for your broader thought  ...
SECTION FOUR: TEMPLATESUGGESTIONSCALL TO ACTION!Whether you are selling an ebook, promoting acause, or providing consultin...
NEED HELP WITH YOUR BLOG?Does your company or organization need help withtheir blogging strategy?Catalyst Digital Partners...
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The How and Why of Professional Blogging

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A comprehensive guide for businesses and organizations to evaluate and improve their blogging strategy.

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The How and Why of Professional Blogging

  1. 1. The How and Why OfProfessional Blogging:A Complete GuideJohn PattonPrincipal, Catalyst Digital Partners catalystdigitalpartners.com 1
  2. 2. TUTORIAL OUTLINESection One: Why Blog?• Content Appetite• Expanding Influence• Knowledge sharing platformSection Two: Changes in News Consumption• Where do people get their news?• How the web has changed news• Snapshot of a typical blog reader 2
  3. 3. TUTORIAL OUTLINESection Three: Writing An Effective Blog Post• Improving Scanability• Format & Post Length• Engage and Provoke• Additional ToolsSection Four: Template Suggestions• Writing Headlines• Intro• Body• Conclusion• Call to Action! 3
  4. 4. SECTION ONE: WHY BLOG?Content Appetite• Are people reading your posts? – Knowing whether your content is falling flat is a blogging fundamental• Develop metrics – Use Google Analytics to track readership growth – Determine your most successful posts and build your success from that – Is your blog trending upwards in readership? 4
  5. 5. SECTION ONE: WHY BLOG?Expanding Influence A well crafted blog post can: • Influence trends • Create a breakthrough idea • Provide information What does influence mean? • A single blogger can define a new theory, term or idea • That theory, term or idea can be virally shared across the web and influence something as large as an industry 5
  6. 6. SECTION ONE: WHY BLOG?AN EXAMPLE OF INFLUENCESHARING AN INSIGHT:Thought leaders in the Education space can share insightsfor the classroom via a blog post. That blog post can informteachers and shape classrooms across the globe. Image courtesy of itprism.com 6
  7. 7. SECTION ONE: WHY BLOG?KNOWLEDGE SHARING PLATFORM• Disseminate timely knowledge in your “thought network” – A single blogger with an internet connection can break a story before CNN – Become an exclusive provider of exciting and timely content• Engage in two way communication – Audience and peers can comment directly with you via a blog or social media channels – Provides immediate feedback 7
  8. 8. SECTION ONE: WHY BLOG?A MEDIUM FOR IDEAS TO GO VIRAL• Whether it‟s a news update, an infographic, case study, white paper or webinar, a blog post is the perfect vehicle for sharing your content• Sharing your blog post in an email newsletter, social networks or via syndication in another blog makes the blog post the perfect medium 8
  9. 9. SECTION TWO: CHANGES IN CONSUMPTIONWHERE DOPEOPLE GETTHEIR NEWS? Image courtesy of schools.com 9
  10. 10. SECTION TWO: CHANGES INNEWS CONSUMPTIONHOW THE INTERNET HAS CHANGED NEWS• Democratization of news – Online news sources can be created at almost zero cost• News is FREE – Blogs, twitter and other online platforms are free to use• Decentralization of News – News can come from anywhere at any time – An unknown blog can break the biggest story 10
  11. 11. SECTION TWO: CHANGES INNEWS CONSUMPTIONSNAPSHOT OF A TYPICAL BLOG READERBecause your reader is looking at a computer screen itmeans that: Average reader spends only 96 seconds reading a single blog post People read 25% slower than reading on paper Only 16% of people read blog posts word for word 11
  12. 12. SECTION THREE: WRITING ANEFFECTIVE BLOG POSTIMPROVING SCANABILITY (IN YOUR POSTS)The Problem: This problem exists across all platforms: • Twitter • Facebook • Inboxes • RSS Feeds 12
  13. 13. SECTION THREE: WRITING ANEFFECTIVE BLOG POSTIMPROVING THE SCANABILITY OF A BLOG POSTTHE SOLUTION: – Grab your reader‟s attention by breaking through with: photo, video and infographic content (multimedia!) 13
  14. 14. SECTION THREE: WRITING ANEFFECTIVE BLOG POSTFORMAT & POST LENGTH• A distribution of blog posts by word count 14
  15. 15. SECTION THREE: WRITING ANEFFECTIVE BLOG POSTFORMAT & POST LENGTHPerception: Blog posts have to be long and heavilyresearchedReality: Shorter, more frequent posts (150-600 words) are bestSome Tips: • Take less time to write • Consider the 96 second average! • Increase your frequency in news feeds • Increase RSS pings • Increase SEO ranking AN EXERCISE: What is your organization‟s average blog post word count? 15
  16. 16. SECTION THREE: WRITING ANEFFECTIVE BLOG POSTENGAGE AND PROVOKE• Problem: Blog posts can be boring, esoteric and too internally focused• Soution: Create a list of provocative questions and set out to answer them in your post. – Use a question at the beginning of your blog post to draw the reader into a two-way discussion – Keep a list of your questions for when your blog posts get tweeted 16
  17. 17. SECTION THREE: WRITING ANEFFECTIVE BLOG POSTADDITIONAL TOOLS• Curate – Help people see your organization as a thought leader with a timely perspective by offering insights on current events, reports or studies 17
  18. 18. SECTION THREE: WRITING ANEFFECTIVE BLOG POSTADDITIONAL TOOLS• Add Value – Offer critical observations or inquiries• Link Up – Use hyperlinks to reference other parts of your website or external sites 18
  19. 19. SECTION THREE: WRITING ANEFFECTIVE BLOG POSTADDITIONAL TOOLS• When in doubt, post! – Don‟t let this guide handcuff you – If you feel like your blog post is out of line with these principles, write it anyway. 19
  20. 20. SECTION FOUR: TEMPLATESUGGESTIONSWRITING A GOOD HEADLINE• Problem: Readers are often deterred by bad headlines• Solution: Create something informative and engaging that leaves the reader wanting more• Example of a BAD headline: – „Qatar TV Channel Acquires New Hardware‟• Example of a GOOD Headline: – „Al Jazeera International Chooses Apple Technology‟ 20
  21. 21. SECTION FOUR: TEMPLATESUGGESTIONSINTRODUCTION PARAGRAPH1. Start with values and framing of why the subject is important2. Evidence, anecdotes or current events3. Focus on the unique knowledge being discussed in your post 21
  22. 22. SECTION FOUR: TEMPLATESUGGESTIONSBODY1. Support your key message(s)2. Use language that is simple, straightforward and understandable by your target audiences3. Think about how this post could be shared across different social networks – Include a few sentences that could be used on these platforms – Refer back to the initial questions being asked 22
  23. 23. SECTION FOUR: TEMPLATESUGGESTIONSCONCLUSION1. Provide information about what your topic means for your broader thought network2. Provide ways for people to get more information if applicable 23
  24. 24. SECTION FOUR: TEMPLATESUGGESTIONSCALL TO ACTION!Whether you are selling an ebook, promoting acause, or providing consulting services, yourblog post should push the reader to actDifferent Calls to Action: – Download buttons – Add to cart buttons – Trial buttons – Learn More buttons – Sign Up! buttons 24
  25. 25. NEED HELP WITH YOUR BLOG?Does your company or organization need help withtheir blogging strategy?Catalyst Digital Partners offers custom tailoredonline strategy. We offer tutorials and seminars forExecutives & Staff to illustrate the benefits ofblogging.Call or email us today for a free consultationPhone: (202) 681-0814Email: info@catalystdigitalpartners.com 25

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