Blogging for Business
What You Need to Know to Get Started
How to Blog Effectively for Business (GF101)
Professors: Ann Handley & Mack Collier, MarketingProfs
Blog Readership Blog Creation
In 2008, 45% of the US internet population read In 2008, 13% of the US internet population
blogs on a monthly basis. created or maintained a blog.
In 2013, 58% of the US internet population is By 2013, 17% of
projected to be reading blogs on a monthly the US internet
Source: e-Marketer, blogs updated at least once every 3 months
By 2013… So, what IS a blog?
38 million A tool that allows you
128 million people
people in the
in the US will be US will be
to quickly and easily
reading blogs on a blogging. create and publish
monthly basis. new content.
Both stats reflect a Allows readers to leave feedback on that
50% increase content, as well as react to feedback from
over current levels. other readers.
Google loves blogs, which can be good, or bad
Wal-Mart Blog Results
Components of a blog
Posts from other
Why write about birthdays? What does that have to do with Graco?
Promotes Best Western but also helps travelers find good deals
Is this a post about carpet, or decorating?
Blog posts can serve as communication tool in crisis situations
Notice how blogger and readers refer to each other by first names
Comments give readers a chance to leave feedback and interact
Sidebar contains additional information that readers can find value in
Graco’s sidebar gives readers information and encourages interaction
The header sets visual tone for blog and has links to information for readers
Two column layout; Post column and sidebar
Three column layout; Sidebar, post column, sidebar
Two column layout; Sidebar and post column
Three Column Layout; Post Column, Sidebar, Sidebar
Issues to consider when picking a blogging platform
Does Your Company Have the Resources to Blog?
• How many people will blog for your company?
Two issues to consider:
• How comfortable are you with editing your blog’s template?
• Do you have the time?
• Do you want to host your blog on your website, or a separate • Do you have the people?
• Do you want a free blog platform, or can you pay a monthly fee?
Pick bloggers that
Your blog does not have an expiration date…
are happy happy
that are and
…can you commit to it from now on?
Not people that would rather
Not people that would rather
do something else…
be doing something else
Qualifications for blogging?
• People who are passionate about blogging and social media
• People who are passionate about your company
• People who are passionate about connecting and helping your
customers Should your CEO blog?
• People who can write
A group blog is a very popular choice
Letting your evangelists blog for you can be a great idea
Mack Collier – Social Media Consultant
Chief Content Officer
Stay in touch with me here: MarketingProfs
Blog – http://www.theviralgarden.com
Twitter – http://www.twitter.com/mackcollier
Email – firstname.lastname@example.org