Do's And Don'ts Of Business Blogging


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Presentation I gave June 5, 2009 at Social Media Breakfast: Toledo. It's about my learnings over the years of being a blogger and some of the most common questions asked by clients.

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  • Everything has come from my learnings as being a blogger since 2005 and consulting for some of the most well-known brands on blogging. I’ve also worked with a number of SMBs as well.
  • When blogs were first introduced, it used to stand out, just because a company was doing it. However, there are now hundreds of millions of blogs. With low barriers to entry it seems every one is doing it, but many aren’t doing it right. Purple Cow by Seth Godin. Blogs need to be useful (to audience), unique (to audience), and updated (to audience).
  • Someone with connections in the company that can be committed to the project – even outside of workPast customers, possible customers, community, industry, internal, etcCan either be or .com… but I prefer .org because of the ability to greatly customize.That can understand the needOtherwise the blog is pretty uselessContinuity
  • Examples of content readers might enjoy: Pictures of the office or events Exclusive content, coupons, or items Industry reviews, analysis, or insight New product releases or product demos
  • Read the blog post. Here are some of the “best” ones that related to maximizing exposure and engagement. It’s ok to ask readers to participate, for feedback, etc. Actually, I encourage it. Respond to it and take action.
  • Exposure is visitors, views, etcEngagement / action is comments per post,ReTweets of blog post,Tell a friend” uses, etc
  • Do's And Don'ts Of Business Blogging

    1. 1. Do's and Don’ts of Business Blogging Dave Rigotti June 5, 2009 1
    2. 2. “WIIFM”  Learn basics of blogging  Link current marketing  Maximize and measure effectiveness  Links to most used resources  Learn from real corporate blogs through case studies 2
    3. 3. Should I blog?  Useful  Unique  Updated 5acd412_m.jpg 3
    4. 4. How do I get started? 1. Designate a blog leader 2. Identify an audience 3. Use WordPress 4. Get key people on board 5. Start and and continue creating great content 6. Establish tone and frequency 4
    5. 5. What should I write about?  Anything your readers might like  Avoid the constant “pitch” blog  REMEMBER: It’s a direct, two-way communication 5
    6. 6. How do I integrate my current marketing efforts?  Meatball Sundae by Seth Godin  Include current marketing content on blog  Include blog in current marketing 6
    7. 7. How do I maximize effectiveness?  11 plugins every WordPress blog should have 1. All in One SEO Pack 2. Google XML Sitemaps 3. Popular Posts 4. Subscribe To Comments 5. Twitter Tools content/uploads/wordpress/wordpress 6. WP125 -plugin.gif 7. Yet Another Related Posts Plugin  Ask for readers to participate 7
    8. 8. How do I measure effectiveness?  Exposure is good  Engagement / action is better Make sure you’re measuring the right things! ape_Measure.jpg 8
    9. 9. What are some other tips?  Publish RSS in full-text, not summary  Tell stories and facilitate a conversation  Make it easy to comment  Encourage company-wide engagement  Legality of content 9
    10. 10. What are some resources?  Software:,  Webmaster Centers:, com/webmasters/, m/  Webhosting:,  Theme:  Further Reading:, http://weblogtoolscollectio, 10
    11. 11. Case Study #1: FreshBooks  /blog  Similar design  Value-add content  Great use of content type (text, pictures, video)  Easy to subscribe to  Overview of FB and the blog 11
    12. 12. Case Study #2: 37signals  vn/  Single out products in sidebar  Human component  Lots of interesting content  Recent tweets  Clear search bar  Easy to comment 12
    13. 13. Case Study #3: Aptera  g/  No connection with main site  No events on calendar  No search  No most popular posts  Sporadic post dates 13
    14. 14. The takeaways. 1. Not for every organization 2. Two-way conversation 3. Create great content 4. It’s ok to ask, if you’re willing to give 5. Engagement is better than exposure 14
    15. 15. Thank youfor your attention. Please continue the discussion on the Ning community and my blog or Twitter.  E:  T:@drigotti  B:  L: 15
    16. 16. About the author. Dave Rigotti is a writer, speaker, and Internet marketer. He’s work(s/ed) with some of the most well-known and influential brands in the world, conducting search engine optimization and developing marketing communication strategies. In July, he will be joining Microsoft as a consumer-focused marketer on Bing (formerly Live  Blog: Search), Microsoft’s search  Twitter: @drigotti engine. Read more by clicking here. 16