How and Why To Run a Blog In The Marketing 2.0 Era
How and Why To Run a
In The Marketing 2.0 Era
By Russ Henneberry
russ (at) russhenneberry.com
What Is Marketing 2.0?
• First, we must define Marketing 1.0…
– Marketing 1.0 is characterized by:
• Promotion – “Hey Look At Me! I have a great product!”
• Interruption – “Hey, I know you are trying to read that paper, watch
that television show, listen to that radio program or enjoy the
scenery on this highway but seriously, I have a great product!”
• Repetition – “If you don’t think my product is for you today, maybe
you will think it is after seeing this ad 15 million times.”
• Marketing 1.0 channels are dying because we have
created technologies that allow us to filter out Marketing
– Ipods filter radio ads
– Tivo, Netflix, Hulu, etc filters Television ads
– Online Newspapers and blogs allow us to filter print ads
Enter Marketing 2.0
• Marketing 2.0 is characterized by:
– Timing – Marketing 2.0 provides solutions to problems when
prospects are looking for those solutions. Marketing 2.0
channels are not interruptive are no place for cold calls.
– Value – Marketing 2.0 channels require that the marketer
provides something valuable (usually much of it for free) or it will
• Entertain Me
• Protect Me
• Inform Me
• Make Me More Money
• Save Me Time
– Relationships – By providing value at the correct time, 2.0
marketers develop deep relationships with customers and
Why is Blogging So Powerful?
• Eliminate Doubts
– Establish Professionalism
• One of your challenges is that you are an unknown and a risk.
– Your blog will show that you are a serious professional.
– Your blog will give you a history
– Establish an Experts Reputation
• Create articles, images, video, audio, etc that showcases your expertise.
• You have expertise but you must PROVE IT.
• Get Discovered
– A blog is the most powerful marketing tool available on the Internet
• You will receive search engine traffic from keyword searches
• You will receive traffic from people returning again and again to read your
• You will be able to “broadcast” your message from your blog to your
target audience on the Internet.
– More on this later
Getting Started: Domain
– A domain is similar to the address for your
– When someone types your domain into their
address bar they are taken directly to your
– A domain costs between $8 and $25 per year.
– Example: google.com, russhenneberry.com,
Getting Started: Hosting
– Hosting can be thought of as another
computer somewhere else in the world that
stores the files for your website.
– Hosting costs about $8.00 per month.
– Watch the step-by-step video that shows you
how to buy your domain and hosting here
The Perfect Platform
• Installing The Perfect Platform
– Wordpress has become the dominant blogging
platform in the world
– There are thousands of people spending their free
time developing great applications for Wordpress
– It is simple, search engine friendly and free.
– Watch the step-by-step video that shows you how to
Install Wordpress here http://bit.ly/1aqkZU
Getting Started: Design
– Wordpress uses the word “theme” to describe different site layouts and color
– There are thousands of free Wordpress themes available both within Wordpress
and on other websites on the Internet. Try doing a Google search for ‘free
wordpress themes’ and see for yourself.
– Blog Themes
• A blog layout will display your posts, one on top of the other.
• It can be added to a standard website or used as a stand alone website.
• Example: russhenneberry.com
– Standard Website Themes
• You can use Wordpress to design a standard website layout rather than a blog layout.
• These are generally paid themes.
• Buy a theme from www.ithemes.com or www.woothemes.com.
• Examples: dalefogarasi.com, john-gifford.com, kathrynmae.com
– Watch the step-by-step video that show you how to install a blog theme here
Blogging Best Practices
• Blogging Best Practices
– Posting Frequency
• Pick a posting frequency and stick with it.
• The frequency of your posts will be an expectation of your readers
and the search engines.
– Sharing the love
• Your blog can be used to get others attention by giving them some
– Link to other websites when appropriate
– Review other people’s businesses, work and events
– When you hear your target audience asking questions answer them on
your blog and send them a link
– Comment on other people’s blogs
– Mention other people’s blogs in forums and in social media channels
like Facebook and Twitter.
– Read other blogs like russhenneberry.com, problogger.net and
The Hub & Spokes Model: The Hub
• Wordpress provides a “so simple a
caveman could do it” platform for housing
and broadcasting your message.
– House and Broadcast:
The Hub & Spokes Model: The Spokes
• The spokes are “broadcasting vehicles” for your message.
• Vehicles include:
– Email Marketing
– Facebook, Twitter, Linked In
– RSS of Your Blog Posts
– YouTube, Daily Motion, etc
– Podcasting, Vodcasting
– DVD Video at Meet Ups
– White Papers
– PowerPoint Presentations
– Embedded Video
• Wordpress comes with RSS built in.
• RSS stands for Really Simple Syndication
• It allows others to bring your message to
them instead of them having to go to you.
• Watch the step-by-step video showing you
how to set up your own RSS reader here
Commit to Two New Spokes
• Don’t try to learn every “spoke” at once,
you will be overwhelmed.
• Pick a couple of “spokes” and commit to
• Concentrate on one at a time.
• Master one “spoke” and move on to the
The Must Haves
• You must have a message
• You must create content that focuses on
• You must have a valuable message
• You must broadcast that valuable
• You must concentrate on building
The Big Myth
• The Internet is not becoming more difficult to use.
• No longer must you know how to code to build a website.
• No longer do you need to be Steven Spielberg to make
• No longer do you need to be a celebrated author or
journalist to create great articles.
• You can do this! The web is a place where each of us
can find a target audience and meet a need by creating
and broadcasting a valuable message.