Welcome to
Blogging For
Business
with Tara
Coomans
@taracoomans
Chief
Brainstormer,
Akamai
Marketing
Social Media
Club Hawaii
(SMCHI) #Blog4BizHi
why
what
how
where
!

Blogging Dictionary
Hosted: Generally free. Doesn’t require you to
have your own domain or pay for hosting. Semi-
customized domain.
Self-Hosted: You own the domain, pay for
hosting. Completely customized domain. Fees
vary.
CMS: Content Management System. Can be used
for more than just blogging. Full control of content
without knowing complex HTML.
RSS: Really Simple Syndication-subscription via
RSS readers.

3 Steps to Blogging
• Install
• Create content
• Share content

What's The Difference
Between a Blog and a
Website?
A blog can be a website, but a website isn’t
necessarily a blog

• Most blogs require little or no programming
knowledge
• Themes are readily available, many for free
• Posting is generally possible through email, text
or web-based interface
Blogging is
technically

WHY?
Blogging
Myths
It’s easy to get
rich blogging
There are too
many blogs
already
We have nothing
to say
If we don’t have
millions of readers,
its a waste of time

Blogging Stats To Remember
55% of Small Businesses Have A Blog
34%of Fortune 500 Companies Have a Blog
Blogs are the 3rdMost Popular Online Source
86% of Influencers Have a Blog

The Legal Landscape
• FCC on Sponsored
Blogs
• Where Are Images
Born? (Hint: Not
Google).

Free Image Sources
• Creative Commons
• Getty Images Embeds

WHY?

Small Companies
Stand to Benefit the
Most
48%
more web
traffic
data: Hubspot Marketing Benchmarking Report 2012
2.5X
more leads
5X
more traffic
Companies who blog have more webpages

Authority Building = Increased Trust

Authority Building = Increased Trust

Authority Building = Increased Trust

Authority Building = Increased Trust

Google Authorship

Guest Blogging in
2014
Do It: !
Build Authority
Don’t Do It: !
Link Bait

Tell Your
Story
Tell YOUR Story!
(Don’t wait for someone else to tell it)

Tell Your
Story

Tell Your
Story

Message
Control
•Important Messaging
•Messaging that
needs repeating or
reference
•Company position or
stance on issues/
topics
•Quick & Easy
•Direct to Consumer

Message
Control
•Important Messaging
•Messaging that
needs repeating or
reference
•Company position or
stance on issues/
topics
•Quick & Easy
•Direct to Consumer

Message
Control
•Important Messaging
•Messaging that
needs repeating or
reference
•Company position or
stance on issues/
topics
•Quick & Easy
•Direct to Consumer

Message
Control
•Important Messaging
•Messaging that
needs repeating or
reference
•Company position or
stance on issues/
topics
•Quick & Easy
•Direct to Consumer

Customer Service or
Community

Customer Service or
Community

Create/Support Community
Invite Comments
Highlight readers
Enable, Empower Participation
Invite Reader Content
Be THE Resource
Polls, Quizzes, Etc.

Sales, Anyone?
“I used to see my company as a pool company. Toda
I see my company as a content marketing company
[We] provide more valuable, helpful, remarkable
content to than anyone else in my field.”
Inbound Marketing
Your blog is a 24/7 lead system. Seriously.
Think like your readers.
It’s OK to mix up content
Free downloads =
email list.
How are you helping?
Nuture the Relationship Email. Social.

Keyword
Considerations

Content that
Matches the Buying

Companies that increase
blogging from 3-5X per
month to
6-8X per month
almost double their leads
data: Hubspot Marketing Benchmarking Report 2012

Increase
Digital
Footprint
& SEO
Link to own posts
Use Keywords
in Titles & Blog
Fresh Content
Participate in
other Blogs
Use Photos, Videos &
Name with Keywords
Social Media

Humanize
the Brand
Give writers
handle, voice,
personality
Let the critics talk,
be patient with
negative feedback
Minimize the
“corporate speak”
Set expectations
Business As People?
!
People Trust People.
!
People Trust Businesses
“A Great Deal” 17% of the
Time*
!

Humanize
the Brand
Give writers
handle, voice,
personality
Let the critics talk,
be patient with
negative feedback
Minimize the
“corporate speak”
Set expectations

Humanize
the Brand
Give writers
handle, voice,
personality
Let the critics talk,
be patient with
negative feedback
Minimize the
“corporate speak”
Set expectations

Takeaway
• Decide your “WHY” First
• Consider Audience Wants & Needs
• Provide Value
• Speak to “people”
#Blog4BizHi

HOW?
I know you said its easy....but........

Wait! I HATE
Writing!

5
Tips To Get Started
Find Your “Time Zone”
!
!
When Do You Do Your Best
Writing?

Divide and Conquer
!
!
Do What You Do Best First

Get Inspired.
!
!
Check Social Media
Ask Customers
For Ideas.

Don’t Stat Obsess. Yet.
!
!
Build Your Audience.
Then.
Check Stats.
Once a Week.
Or.
Once a Month.

Two Words:
!
!
Editorial Calendar.

Developing Content
Date
Holiday/
Events
Topic Day Keywords
Call to
Action
Content
Type
3/26/2012
Empanada
Day
Chicken &
Raisin
Empanada
Mon
Recipe,
Cooking, Easy
to Cook
Download
Cookbook
Blog
Entry
+Photo
3/27/2012 Easter
Chile Pork &
Manchego
Empanada
Tues
Easter, Recipe,
Family Dinner,
How-to-Video
Email Signup Video

Remember: Titles
Matter
• Keyword Placement
• Create Benefit, Curiosity,
Reward
• Make It Personal

Takeaway
• Find What Works for You & Audience
• Get Back on The Horse
• Don’t Over Complicate
• Have FUN

WHERE?

Popular Blog
Platforms
• Blogger
• Tumblr
• WordPress
• Moveable Type
• Typepad

Tumblr
• Hosted
• Customizable HTML
• Community4
• Built in community
• Google Analytics for
Self Hosted
https://www.tumblr.com/

Tumblr
• Hosted
• Customizable HTML
• Community4
• Built in community
• Google Analytics for
Self Hosted
https://www.tumblr.com/

TypePad
• Hosted
• Customizable
Design
• Customer Service
• Starting at $8.95/
month
• Google Analytics
www.typepad.com/

TypePad
• Hosted
• Customizable
Design
• Customer Service
• Starting at $8.95/
month
• Google Analytics
www.typepad.com/

TypePad
• Hosted
• Customizable
Design
• Customer Service
• Starting at $8.95/
month
• Google Analytics
www.typepad.com/

Moveable
Type
• Price based on users
starting at $595
• Active developer
community
• Super scaleable
www.moveabletype.com

Moveable
Type
• Price based on users
starting at $595
• Active developer
community
• Super scaleable
www.moveabletype.com

Moveable
Type
• Price based on users
starting at $595
• Active developer
community
• Super scaleable
www.moveabletype.com

Blogger
• Hosted
• Self Hosted
• Google’s
blogging
platform
http://www.blogger.com

WordPress
Wordpress.comWordpress.org
Features
• Self Hosted!
• Full Control !
• Plugins !
Features
• Hosted!
• Free!
Developer Community!
Common!
Stable !
Can be used as a Website Also

Wordpress.com
• Hosted
• 100’s of
templates
• Stable server
• Great community

Wordpress.com
• Hosted
• 100’s of
templates
• Stable server
• Great community

Wordpress.org
•Self Hosted
•Flexible
•Developer
Community
•Help Community
•1,000‘s Inexpensive
or Free Templates
•SEO ready
•Plugins
•Widgets

Wordpress.org
•Flexible
•Developer
Community
•Help Community
•1,000‘s Inexpensive
or Free Templates
•SEO ready
•Plugins
•Widgets

Wordpress.org
•Flexible
•Developer
Community
•Help Community
•1,000‘s Inexpensive
or Free Templates
•SEO ready
•Plugins
•Widgets

Takeaway
• Choose platform based on needs,
audience, topic
• Think carefully about depending on free
platforms
• Consider costs and benefits to hosted/
self hosted blogs
• Consider content type #Blog4BizHi

WHAT?
the heck am I going to do with a blog?

Content Strategy
• Why
• Who
• What
• How & When

Content Challenges

Content Ideas
• “How To’s”
• Trends, Issues,
Events
• Company
News
• Entertainment
• Case Studies
• Solve a Problem
• Make a
Prediction
• Give Opinion
• Be a
Cheerleader
• Reviews

Story Telling
LustAnticipation of pleasure
Mystique Unanswered Questions
Alarm Threat of Immediate
Consequence
Prestige Symbols of Rank &
Respect
Power Command Over Others
Vice Rebellion Against Rules
Trust Certainty & Reliability
7 Triggers of Fascination by Sally Hogshead

Keywords
2-4% Keywords
Titles, Photos
Keep focused

Google Keyword Tool

AWARENESS!
Blog Posts, Press Releases, Testimonials, Ads
INTEREST!
Case Studies, Infographics, Promotions, Visual
Persuasions
LEARN!
Blog Posts, E-Book, Webinar
SHOP!
Testimonials, Case Studies, Social Feedback,
Price Comparison
BUY!

Google Analytics
• Visits
• Unique Visitors
• Page Views/Pages per Visit
• Bounce Rate
• Sources
• Average Time on Page

Why Content Matters
Case Study
]

Why Content Matters
1,000% traffic growth (50,000 unique visits) !
80% from organic search !
almost no comments !
calls to action

Goal Setting for Content
!
• Generating 100 new mentions of our product
online
• Receiving more than 1000 views of our video on
cross platforms
• Number of shares in social media
• Getting 100 subscribers to our RSS feed

• Be strategic in content development
• Plan, plan, plan
• Keyword inclusion (2-4%)
• Source content appropriate to
audience
• Tell a story. Be fascinating.
Takeaway
#Blog4BizHi

Build it. Share it.
• Social Media
• Link Shorteners
• RSS Feeds
• Incorporate into Email Marketing
• Social Book Marking

Social Media
Resist the urge to over
self promote
Provide value
Support others
Don’t over
automate
Choose platforms that
suit your topic
Engage. Not promote.

RSS
Feeds
“Really Simple
Syndication”
Email or Reader
Subscriber Data
Helps Build Email List

Visit &
Comment
on other
blogs
Respond to
your
comments
Conversation
may not always
happen on your
blog
Blogging is Not A Spectator
Sport
Find your
voice

Want More?
For Further Reading:
• Content Rules by
CC Chapman & Ann
Handley
• ProBlogger.com
• Akamai-Marketing.com
Blogs
WordPress.org
• WordPress.com
• Blogger.com/
• Tumblr.com/
#Blog4BizHI