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Blogging Basics


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My Target Magazine webinar presentation about getting started in (or getting better at) blogging. Includes an updated version of my Blog DNA framework.

Published in: Business, Technology

Blogging Basics

  1. 1. getting started with corporate blogging 11.19.09 | February 4th, 2009 | @gregverdino |
  2. 2. Chief Strategy Officer @ crayon microMARKETING (2010)
  3. 3. defining your blog dna
  4. 4. the 7 strands of blog dna Voice Visibility Texture Accessibility Immediacy Connectivity Conversation
  5. 5. voice It’s what you say and how you say it -- a unique, distinctive narrative style that readers will identify with and return for. • Determine who (writes what…) • Corporate voice vs blog voice? Consistent but not the same? More personal? More contemporary? More tech savvy? More human? • Allow unique authors to have distinctive identities, rather than just promote a “brand voice.” • Blog about topics of interest to your consumer, not just topics of interest to you. • Tell the truth…
  6. 6. texture Texture Make full use of the palette from which you can paint. Using just written text will cause fatigue. • Accompany post with visuals to break up the text, draw the eye, illustrate the story. • Make full use of embeddable media to illustrate stories wherever possible - YouTube clips, audio files, flash objects. • Consider occasional stories in multimedia formats - a video diary, a podcast, a story in illustrated or cartoon format.
  7. 7. immediacy Fresh and frequent (but not too frequent), an urgent ‘need to read’ and a contemporary tone. • Make sure you post frequently, and try to post before “morning coffee.” • Reference current events and the weather/season/things that are happening around you. Make sure your posts feel immediate and contemporary. • Get your writers into the habit of hitting post as soon as they have finished writing, this will help preserve the “fresh, daily” feel of their writing. Ensure quick editorial turnaround.
  8. 8. conversation Conversation Open a dialog with your readers, and provide the means for them to join the conversation. • Create posts that open up a debate, invite commentary or provoke participation. • Enable comments, and if moderated, ensure you approve within 24 hours. • Continue the dialog with your readers by answering their comments with comments of your own.
  9. 9. connectivity Conversation Make other bloggers a key target for readership, and empower them to cross promote. • “Share This” and Tweetmeme are your connectivity baseline. • Don‟t assume “If I write, they will come” - get in the habit of pitching stories to relevant bloggers for them to feature. • Create a blogroll on your site that links to your own favorite blogs, in the hope that they will reciprocate.
  10. 10. connectivity goes beyond your blog • A blog isn’t a soapbox, it’s a conversation – and a widely distributed conversation at that… • Monitor other blogs, comment when you have value to add. • Thank bloggers that reference your content. • Give “link love” to other bloggers, point to related materials and give credit where credit is due. • Notify known „friendlies‟ when you publish content that may be of interest to them.
  11. 11. accessibility Conversation Allow your readers to access your content when, where and how they want it - make IT fit into THEIR lives • Allow readers to subscribe to specific categories,topics and authors in addition to the complete feed - via RSS, email, bloglines. • Enable full RSS feeds - don‟t MAKE readers comes to your site if they don‟t want to. • Device neutrality is becoming key: iPhone, Kindle, etc. • Create widgets and modules that allow readers to embed your content on their blogs and social media profiles. • Consider syndication to industry- specific content aggregators.
  12. 12. visibility Conversation Ensuring the blog can easily be found no matter where people are looking • Make sure the blog is optimized for search engines by creating relevant, keyword- friendly post titles. • Adding “tags” to every post will allow multiple blog search engines to more easily categorize your posts. • Set the system to “ping” all major search engines every time a post is published.
  13. 13. measuring success
  14. 14. Key Success Metrics Participation (outside in) + Conversation (inside out) Traffic Press Time Spent Social Media Comments Comments Participation Conversation Subscriptions Search Optimization Tags & Distribution Bookmarks
  15. 15. the one year rule
  16. 16. Let’s Continue This Conversation greg verdino 631.747.1451 chief strategy officer 11.19.09 | February 4th, 2009 | @gregverdino |