Blogging for Business


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If you're considering starting a blog for your business or non-profit, here are a few reasons why a blog is good for your website and a few decisions you make as you begin setting up a blog.

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Blogging for Business

  1. 1. Blogging For Business Version 1.0
  2. 2. My name is Nicole Ouellette. I own my own internet marketing company, Breaking Even Communications. You can find me online (@breakingeven) or somewhere in northern or Downeast Maine.
  3. 3. What Is A Blog? A blog is a specific kind of website that's: <ul><li>Frequently updated- with newest entries appearing higher on the page
  4. 4. Searchable- with tags, archives, etc.
  5. 5. Interactive elements- commenting (but could also include more) </li></ul>
  6. 6. Anatomy of A Blog Archives Newest entry on top Subscription options User participation Keep readers on the page
  7. 7. Blog Features Here are some features you might want to use on your blog: <ul><li>Recent comments
  8. 8. Recent posts
  9. 9. Archives and/or Search
  10. 10. Subscription options
  11. 11. Blogroll
  12. 12. Social Media integration
  13. 13. Look at blogs you like for other feature ideas. </li></ul>
  14. 14. Why do people blog? <ul><li>Good for search engines (frequent changes, keywords, links)
  15. 15. Easy-to-use software
  16. 16. People read blogs
  17. 17. Bloggers are increasingly credible
  18. 18. Visitor interaction more than a regular site </li></ul>
  19. 19. Why Do Search Engines Like Blogs? Keywords Links Tags Frequently updated content
  20. 20. Companies With and Without Blogs In Search Engines Blog
  21. 21. Blog Software is easy to use. Most blogs have easy-to-use software:
  22. 22. People read blogs. <ul>33% of internet users (24% of all adults) read blogs, with 11% of internet users doing so daily. - Pew Internet & American Life Project in 2008 </ul> Social networks and blogs are the fourth most popular online activities, beating personal email. (Econsultancy, 2009) -Social Commerce Statistics at BazaarVoice
  23. 23. Blogs are more interactive than other websites: <ul><li>Calls to Action (why you are blogging)
  24. 24. “What do you think?” (post or poll question)
  25. 25. Commenting/Forums
  26. 26. Contests/Giveaways
  27. 27. Guest posts/other writers
  28. 28. (Note: Not all blogs have all these features.) </li></ul>
  29. 29. Interactive Blog Feature: Poll
  30. 30. Interactive Blog Feature: Comments
  31. 31. Interactive Blog Feature: Share
  32. 32. Formula for a Good Blog Content + Concern for readers + Call to action
  33. 33. Is A Blog Right For You? Blogs are great but... <ul><li>Do you have time?
  34. 34. Writing skills?
  35. 35. Able to learn (or pay someone for) tech? </li></ul>
  36. 36. Call To Action: What Can Readers Do? Your blog should have a call to action. When people do your call to action, it's called a conversion. Measure conversions to see how successful you are in your efforts: <ul><li>Email newsletter signup
  37. 37. Buying something on your website
  38. 38. Facebook fan your brand page </li></ul>
  39. 39. Blogging Platforms On your domain vs. A hosted domain <ul><li>Some think having a link to your website from a separate website is better for SEO (like Rich Brooks).
  40. 40. Some think the 'power' of a blog should be used to optimize your website (like me).
  41. 41. It doesn't matter — because the blog is linked to your site!
  42. 42. </li></ul>
  43. 43. Option Three: Going The Free Route Ex: Upside- It's free, and there's some customization available. Downside- Long domain, limited customization/storage, optimizing a domain that isn't yours.
  44. 44. How To Pick Your Platform <ul><li>Do you want your own domain? (Or do you want to possibly move it later?)
  45. 45. What is your budget?
  46. 46. Do you want a lot of control over design?
  47. 47. What do your friends use? Your industry?
  48. 48. How technologically able are you?
  49. 49. </li></ul>
  50. 50. Popularity of Platforms From
  51. 51. Example- Wordpress
  52. 52. Example- Blogger
  53. 53. Example- Blogger
  54. 54. Example- Tumblr
  55. 55. Example- Posterous
  56. 56. Blog and Website Design Make your blog look like your website to give a cohesive feel.
  57. 57. Writing Your Blog After making technical decisions, just write! <ul><li>Use tags/keywords (How others find you)
  58. 58. Assume skimming (bullets, bold, etc.)
  59. 59. Try photos/video. (Creative Commons.)
  60. 60. Be consistent with publishing. </li></ul>
  61. 61. Engage Your Readers <ul><li>Have a contests/giveaway.
  62. 62. Ask a question at the end of a post.
  63. 63. Be yourself. (Re: You aren't CNN.)
  64. 64. Be controversial (or at least host a debate).
  65. 65. Have useful, interesting information.
  66. 66. Accept user-submitted content. </li></ul>
  67. 67. Connect With Other Bloggers <ul><li>Add favorite bloggers to your blogroll.
  68. 68. Leave a comment (and a link to your site). </li></ul><ul><li>Offer to guest post for a blogger you admire. </li></ul><ul><li>Feature a blogger or blog on your blog. </li></ul>(They should notice by looking at their stats.)
  69. 69. Make Your Blog Easier To Access <ul><li>Make it available on Kindle/readers.
  70. 70. Make sure it has a mobile version (most blogging software does this automatically).
  71. 71. Make it so people can subscribe via email or RSS (use a service like Feedburner).
  72. 72. Integrate it with social media (like NetworkedBlogs for Facebook). </li></ul>
  73. 73. Measure Your Efforts <ul><li>Website analytics/stats
  74. 74. Conversions (How many people took your desired action) </li></ul>
  75. 75. Summary <ul><li>Blogs are good for a website; both people and search engines like them.
  76. 76. Blogs can establish authority, connect you with others, and 'educate' people about your company, products, and services.
  77. 77. There are many blog platforms to pick from.
  78. 78. Connect with readers and other bloggers.
  79. 79. Make sure it's worth it (specific goals). </li></ul>
  80. 80. Resources (For online publishers- free white papers on Fridays) (A blog by and for professional bloggers) Keyword Search Tools (Google has a free one) Your real life and online friends
  81. 81. Thanks!