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1Welcome to the World of Blogging…
Welcome to the
World of Blogging…
2Welcome to the World of Blogging…
What is a Blog?
An Online Journal on Steroids
3Welcome to the World of Blogging…
Is a website composed of various content formats including text, photographs, video,
au...
4Welcome to the World of Blogging…
Brand History
Today1800 1860 1920 1980 1990
Brandmark –
Brand Quality –
Something we tr...
5Welcome to the World of Blogging…
Purpose
Softer
Sale
Sites with blogs generate more leads and more visitors
Personality
...
6Welcome to the World of Blogging…
A Blog is…
Macom
Marketing
Media Publishing
Social
Media
Search
Optimization
Product
Su...
7Welcome to the World of Blogging…
Media Blog Examples
8Welcome to the World of Blogging…
Company Blog
Examples
9Welcome to the World of Blogging…
Attract Customers Blog Examples
10Welcome to the World of Blogging…
Executive Blogs Examples
11Welcome to the World of Blogging…
Personal Blog Examples
12Welcome to the World of Blogging…
Why Blogging is at the Heart of Social Media
Social Media are the various platforms en...
13Welcome to the World of Blogging…
Provides one-to-
one, one-to-
many & many-to-
many
communications.
Involves
different ...
14Welcome to the World of Blogging…
Theory Behind Social Media
• The Law of the Few
• Connectors-People who link people to...
15Welcome to the World of Blogging…
Online Engagement Indicators Include:
Number of
comments
Number of
Shares
Increased
Su...
16Welcome to the World of Blogging…
Tips for Engagement
1. Having Engaging Values
2. Have Quality Content
3. Consider a Ca...
17Welcome to the World of Blogging…
Who Blogs
Average blogger spends
8-10 hours week on blog
Has 3.5 blogs
40% of responde...
18Welcome to the World of Blogging…
Who visits Blogs?
• 48% of blogs have less
than 1,000 unique
visitors/month
• 2% of bl...
19Welcome to the World of Blogging…
Problem
Reasons that companies launched a corporate blog according to CMO at US Fortun...
20Welcome to the World of Blogging…
Corporate Blogging by the numbers
0%
10%
20%
30%
40%
50%
60%
2007 2008 2009 2010 2011 ...
21Welcome to the World of Blogging…
Causes for Blogging
• Blogs provide owned 24/7 publishing platform.
Can respond to PR ...
22Welcome to the World of Blogging…
Blogging Business Goals
Source: Focus research, “Marketers’ Benchmarks 2011: A Survey ...
23Welcome to the World of Blogging…
Who is your Blog’s Audience
1. Who is your target reader or segments?
2. What informat...
24Welcome to the World of Blogging…
10 Marketing Persona Questions
1. What are their demographics?
2. What is their lifest...
25Welcome to the World of Blogging…
Maslow’s Heirarchy of Needs
Self
Actualization
Esteem
Social
Safety
Physiological Hung...
26Welcome to the World of Blogging…
What will your blog cover?
1. General news
2. Product related content – news, how-to
r...
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The Wonderful World of Blogging

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Need a few reasons as to why you should be blogging?

HERE'S 10

1. A blog is a simple, easy-to-use platform for connecting with and sharing timely and relevant information with customers. It’s your direct communication channel.

2. Your blog fuels SEO. Search engines love valuable content and will reward you for it.

3. You don’t have to be a professional designer. Many blogging platforms like WordPress and Hubspot are people-friendly and don’t require any real graphic skills.

4. 60% of businesses who blog acquire more customers, according to a recent HubSpot survey.

5. Your blog is the heart of all of your content marketing efforts. It’s fodder for Facebook, Twitter, LinkedIn, email newsletters, e-books, etc.

6. It gives your company a voice. A blog creates a place to talk about new products, or services, comment on timely news topics or market trends, and share company initiatives beyond your website. It’s also the place let your brand’s personality shine and show people what you’re all about.

7. Blogs share your expertise. How else will you position yourself as a subject area expert and thought leader?

8. A blog creates a two-way conversation with customers, prospects and industry peers. It encourages interaction, comments and feedback. Make sure you reply to all comments!

9. It can be fun. Blogging can be energizing, stimulating, and something you look forward to.

10. Gives you insight into your audience. Blog analytics allow you to track readers, click-throughs, popular topics, shares and comments. You can even tell what day of the week your visitors prefer to stop by.

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The Wonderful World of Blogging

  1. 1. 1Welcome to the World of Blogging… Welcome to the World of Blogging…
  2. 2. 2Welcome to the World of Blogging… What is a Blog? An Online Journal on Steroids
  3. 3. 3Welcome to the World of Blogging… Is a website composed of various content formats including text, photographs, video, audio and presentations. Consists of content management system (CMS) formatted for articles with single or multiple authors Supports search optimization via keyword rich content, blog architecture & links. Distributes content via social media, RSS and/or for email. Allows engagement, real time and asynchronously via comments. 1 Blog Defined 2 3 4 5
  4. 4. 4Welcome to the World of Blogging… Brand History Today1800 1860 1920 1980 1990 Brandmark – Brand Quality – Something we trust Trademark - Brand Ownership – Something we buy 2000 Mass Market – Brand Association – Something we want Post Mass Market – Brand Superiority – Something we prefer Lovebrand – Brand Inspiration – Something we love Wikibrand – Brand Interaction – Something we participate
  5. 5. 5Welcome to the World of Blogging… Purpose Softer Sale Sites with blogs generate more leads and more visitors Personality Driven Insight Focus Conversation Editorial RSS Distribution Hard Sale Company Driven Sales Oriented Requires Visit Static No Conversation Blogs Websites
  6. 6. 6Welcome to the World of Blogging… A Blog is… Macom Marketing Media Publishing Social Media Search Optimization Product Support Personal Journal WHAT IS A BLOG?
  7. 7. 7Welcome to the World of Blogging… Media Blog Examples
  8. 8. 8Welcome to the World of Blogging… Company Blog Examples
  9. 9. 9Welcome to the World of Blogging… Attract Customers Blog Examples
  10. 10. 10Welcome to the World of Blogging… Executive Blogs Examples
  11. 11. 11Welcome to the World of Blogging… Personal Blog Examples
  12. 12. 12Welcome to the World of Blogging… Why Blogging is at the Heart of Social Media Social Media are the various platforms enabling interactive web by engaging users to participate in, comment on & create content as a means of communicating with peers and the public
  13. 13. 13Welcome to the World of Blogging… Provides one-to- one, one-to- many & many-to- many communications. Involves different levels of engagement- create, comment or lurk Facilitates speed and breadth of information dissemination. Extends online and offline engagement. Is device indifferent Enables real time or asynchronous communication Allows interactions to cross platforms Blogging Social Media Characteristics Encompasses variety of formats.
  14. 14. 14Welcome to the World of Blogging… Theory Behind Social Media • The Law of the Few • Connectors-People who link people to others • Mavens-Information specialists • Salesmen-Persuaders • The Stickiness Factor – Message context increases impact and memorability • The Power of Context – Human behavior is sensitive to and influence by environment. Source: The Tipping Point – Malcom Gladwell 81% consumers trust advice and information from blogs 70% of consumers learn about a company through articles
  15. 15. 15Welcome to the World of Blogging… Online Engagement Indicators Include: Number of comments Number of Shares Increased Subscriptions Increased “favorites” Increased links Endorsements and mentions The number of views
  16. 16. 16Welcome to the World of Blogging… Tips for Engagement 1. Having Engaging Values 2. Have Quality Content 3. Consider a Call to Action 4. Ask Questions 5. Be Human 6. Be Responsive 7. Be Courteous 8. Don’t forget to Monitor 9. Use Pictures 10. Be Succinct 11. Have Fun 12. Have great headlines 13. Success Stories 14. How To Tips 15. Polls 16. Gaming 17. Giveaways 18. Consider Ambassadors 19. Integrate activity 20. Controversial items
  17. 17. 17Welcome to the World of Blogging… Who Blogs Average blogger spends 8-10 hours week on blog Has 3.5 blogs 40% of respondents blog via smart phone or iPad 80% of bloggers have been blogging for 2+ years WHO BLOGS
  18. 18. 18Welcome to the World of Blogging… Who visits Blogs? • 48% of blogs have less than 1,000 unique visitors/month • 2% of blogs have 100,000+ unique visitors/month • Social media drives blog traffic • 87% of bloggers have Facebook page for blog • 56% of bloggers use Twitter to promote posts
  19. 19. 19Welcome to the World of Blogging… Problem Reasons that companies launched a corporate blog according to CMO at US Fortune 1,000 Companies, Dec 2010 • 50% It’s the cost of doing business today • 20% To gain clients/customers • 18% To become an authority within the industry • 10% To keep clients/customers and employees up-to-date about the company • 1% To gain exposure for the company Source: Blog2Print, “Corporate Blog Survey Results,” provided to eMarketer, Dec 14, 2010
  20. 20. 20Welcome to the World of Blogging… Corporate Blogging by the numbers 0% 10% 20% 30% 40% 50% 60% 2007 2008 2009 2010 2011 2012 2013
  21. 21. 21Welcome to the World of Blogging… Causes for Blogging • Blogs provide owned 24/7 publishing platform. Can respond to PR crises and third party media. • Blogs provide content regarding brand, products & company. • Blogs provide food for social media & social sharing. • Blogs provide information for a variety of target audiences • Blogs provide content & linking that support search optimization
  22. 22. 22Welcome to the World of Blogging… Blogging Business Goals Source: Focus research, “Marketers’ Benchmarks 2011: A Survey of Marketers’ Priorities & Challenges, “ June 8, 2011 0% 10% 20% 30% 40% 50% 60% Acquire Leads Build Brand Convert Leads Better Understand Customers/Audience New Product Development/Launch Retain Customers B2B B2C
  23. 23. 23Welcome to the World of Blogging… Who is your Blog’s Audience 1. Who is your target reader or segments? 2. What information do they want from you? 3. How do they participate on blogs & social media?
  24. 24. 24Welcome to the World of Blogging… 10 Marketing Persona Questions 1. What are their demographics? 2. What is their lifestyle? 3. What are their interests? 4. Who influences their product choices? 5. What are their personal goals? 6. What are they like emotionally? 7. What are their past behaviors? 8. What do they want from your company and products? 9. What do they think of your competitors? 10.What information do they want related to product decisions? Where are they when they need it?
  25. 25. 25Welcome to the World of Blogging… Maslow’s Heirarchy of Needs Self Actualization Esteem Social Safety Physiological Hunger; shelter; water; etc Security, protection Sense of belonging; love; family Self esteem; recognition, status, respect of others Self development & realization
  26. 26. 26Welcome to the World of Blogging… What will your blog cover? 1. General news 2. Product related content – news, how-to recipes, etc. 3. Customers 4. Related human interest 5. Internal company information 6. Opinions 7. Distribute other forms of content 8. Other ideas?...

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