Feeding the
Blog Monster
A PRESENTATION BY JUDITH GOTWALD
My background.
Judith Gotwald
• Journalism-University of Pittsburgh
• Magazine News Editor
• Stringer-Somerset Daily Ameri...
What is a blog?
A COMBINATION OF THE WORDS “WEB” AND “LOG”
Sharing
Why Individuals Share?
• The Joy of Expression
• To Find the Like-Minded

• To Breathe Life into Ideas
• To Spark Change
•...
Why
Corporations
Share?

• To Establish Authority
• Create Visibility

• Extend Reach
• To Enlist Support

• To Establish ...
BENEFITS

•
•
•
•
•
•
•

Inexpensive
Control of Message
Ownership
Power of Serendipity
Forces You to Think
Forces You to S...
BLOGGING
STATS
Majority of bloggers are women.
Search Engines find blogs
before web sites.

85% of searchers find blogs
before websites.
They may never know it!
7 million blogs
13 million microblogs
Twitter/Facebook
7 million blogs
13 million microblogs
Twitter/Facebook
SocialMediaToday
SocialMediaToday
ANATOMY OF BLOGGING
Why we run out of ideas?
FAILURE
to realize that blogs are not about us.
They are about how we relate to others.
The world...
Why we run out of ideas?
FAILURE
to understand audience.
Your readers are great sources of ideas!
Why we run out of ideas?
FAILURE
to understand that we are all colleagues.
Old thinking has us trained to view the
world a...
Twitter

FB

WEB
SITE

BLOG IS
HUB
Pinterest
SlideShare

YouTube
8 TYPES OF CONTENT

VISIONARY

HOW-TO

PERSUASIVE

ANALYTICAL

COMMENTARY

STORIES
NEWS

REVIEWS

CURATED
VISIONARY

Are you a dreamer?
Write about how you’d like
to see the world/your
field/your family, etc.
BLOG SAMPLES
Seth G...
HOW-TO

Are you a teacher?
How to articles are among the most
popular blogs. They tend to attract
traffic.
BLOG SAMPLES
Se...
PERSUASIVE

Do you have a cause?
Hammer it home.
Blogs can be influential in
changing the course of history.
BLOG SAMPLES
...
ANALYTICAL

Do you like statistics?
People turn to the web for
up-to-date statitsics.
BLOG SAMPLES

Kissmetics.com, StatsB...
COMMENTARY

Do you just
want to be heard?
Blogging is the only
social media
Platform that you control.
Huffington post,
in...
STORIES/NEWS

Are you a
story-teller?
A blog is a modern campfire.
BLOG SAMPLES
venturegalleries.com
2x2virtualchurch.com
...
REPORTER

Do you like
to be first to share
ideas/knowledge?
Start blogging!
Mashable, socialmediaexaminer
CURATED

Do you like to collect
and juggle all kinds
of information?
A blog is a modern campfire.
BLOG SAMPLES
Firepolemar...
UNDERSTANDING THE
BLOG MONSTER’S DIET
• Different formats
• Different platforms
• Ezines, white papers
THINK EVERGREEN
PRESENTATION TITLE AND COMPANY

12 - 12 -...
INGREDIENTS
STORYTELLING
A good story has the
power to move
mountains.

Know your
audience. There
may be more than
one!
PERSONAS

✴ Choose one to three personas.
✴ Describe them. Give them a name.
✴ Find a photo to represent them.

✴ Names, v...
HEADLINE

✴ About 80 Characters

✴ Key words
✴ Use Numbers, (9 Ways to Edit Your Blog)
✴ Why or How to
LEAD PARAGRAPH

✴ Who, What, When and Where
✴ Key words (again)
✴ Get

to the So What Factor
(Why should they keep reading...
IMAGE

✴ Search for an Image or from a free stock service
such as photopin.com (include a link), pixabay.com,
morguefile.c...
WORD COUNT

✴ OLD ADVICE is 250 to 500 words
✴ CURRENT ADVICE: Google likes longer, meatier
posts and rewards good writing...
BREAKING UP TEXT

✴ Subheads
✴ Bulleted Lists

✴ Quotes
✴ Indents
LINKS

✴ Review for your copy for potential
links.

✴ Don’t be afraid to credit other
bloggers or websites.

✴ Blogs are f...
DON’T GET OVERWHELMED
EDITORIAL
CALENDAR

✴ Write 50 topic ideas
✴ Decide how to address each of the 50
topic ideas on each platform.
(Study the...
HOMEWORK

✴ Write or review your mission.
✴ Develop your personas.
You’ll introduce them to us next week.

✴ Write 50 topi...
HELPFUL LINKS
✴ socialmediaexaminer.com
Great up-to-date articles, community, training

✴ hubspot.com (helpful how-to book...
THANK YOU!
Hope you enjoyed this presentation.
Judy Gotwald
creation@dca.net
@jigotwald.com
Gotwaldcreation.com
2x2virtual...
PHOTO CREDITS
Brainstorm
photo credit:

neilslorance

via

Cartoon
photopin cc

Dear
Diary
photo credit: incurable_hippie ...
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog
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Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog

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Keep the ideas coming by understanding your mission, knowing your audience and knowing your strengths as a content creator and the breadth of content formats.

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Feeding the Blog Monster: How to Keep the Content Flowing on Your Blog

  1. 1. Feeding the Blog Monster A PRESENTATION BY JUDITH GOTWALD
  2. 2. My background. Judith Gotwald • Journalism-University of Pittsburgh • Magazine News Editor • Stringer-Somerset Daily American • Publications Manager-Nonprofit • Self-Employed In Publishing since 1978 • GotwaldCreation • Blog (personal) 2x2virtualchurch.com • Content editor for several companies
  3. 3. What is a blog? A COMBINATION OF THE WORDS “WEB” AND “LOG”
  4. 4. Sharing
  5. 5. Why Individuals Share? • The Joy of Expression • To Find the Like-Minded • To Breathe Life into Ideas • To Spark Change • To Build A Structure for Action • To Make Money
  6. 6. Why Corporations Share? • To Establish Authority • Create Visibility • Extend Reach • To Enlist Support • To Establish Relationships • To Build A Structure for Action • To Make Money • To Save Money
  7. 7. BENEFITS • • • • • • • Inexpensive Control of Message Ownership Power of Serendipity Forces You to Think Forces You to See Big Picture Discipline
  8. 8. BLOGGING STATS
  9. 9. Majority of bloggers are women.
  10. 10. Search Engines find blogs before web sites. 85% of searchers find blogs before websites. They may never know it!
  11. 11. 7 million blogs 13 million microblogs Twitter/Facebook
  12. 12. 7 million blogs 13 million microblogs Twitter/Facebook SocialMediaToday
  13. 13. SocialMediaToday
  14. 14. ANATOMY OF BLOGGING
  15. 15. Why we run out of ideas? FAILURE to realize that blogs are not about us. They are about how we relate to others. The world is a big place. Focus on it—not yourself.
  16. 16. Why we run out of ideas? FAILURE to understand audience. Your readers are great sources of ideas!
  17. 17. Why we run out of ideas? FAILURE to understand that we are all colleagues. Old thinking has us trained to view the world as competition.
  18. 18. Twitter FB WEB SITE BLOG IS HUB Pinterest SlideShare YouTube
  19. 19. 8 TYPES OF CONTENT VISIONARY HOW-TO PERSUASIVE ANALYTICAL COMMENTARY STORIES NEWS REVIEWS CURATED
  20. 20. VISIONARY Are you a dreamer? Write about how you’d like to see the world/your field/your family, etc. BLOG SAMPLES Seth Godin: Krypton Community Colle ge
  21. 21. HOW-TO Are you a teacher? How to articles are among the most popular blogs. They tend to attract traffic. BLOG SAMPLES Seth Godin, Social Media Examiner, Hubspot, 2x2
  22. 22. PERSUASIVE Do you have a cause? Hammer it home. Blogs can be influential in changing the course of history. BLOG SAMPLES Any nonprofit 12 - 12 - 2012
  23. 23. ANALYTICAL Do you like statistics? People turn to the web for up-to-date statitsics. BLOG SAMPLES Kissmetics.com, StatsBlogs.com
  24. 24. COMMENTARY Do you just want to be heard? Blogging is the only social media Platform that you control. Huffington post, indivdual journalists, Leaders in any given field
  25. 25. STORIES/NEWS Are you a story-teller? A blog is a modern campfire. BLOG SAMPLES venturegalleries.com 2x2virtualchurch.com features a story each week
  26. 26. REPORTER Do you like to be first to share ideas/knowledge? Start blogging! Mashable, socialmediaexaminer
  27. 27. CURATED Do you like to collect and juggle all kinds of information? A blog is a modern campfire. BLOG SAMPLES Firepolemarketing, socialmediaexaminer
  28. 28. UNDERSTANDING THE BLOG MONSTER’S DIET
  29. 29. • Different formats • Different platforms • Ezines, white papers THINK EVERGREEN PRESENTATION TITLE AND COMPANY 12 - 12 - 2012
  30. 30. INGREDIENTS
  31. 31. STORYTELLING
  32. 32. A good story has the power to move mountains. Know your audience. There may be more than one!
  33. 33. PERSONAS ✴ Choose one to three personas. ✴ Describe them. Give them a name. ✴ Find a photo to represent them. ✴ Names, vital statistics, work, hobbies, friends, dreams. ✴ Why should they read your blog?
  34. 34. HEADLINE ✴ About 80 Characters ✴ Key words ✴ Use Numbers, (9 Ways to Edit Your Blog) ✴ Why or How to
  35. 35. LEAD PARAGRAPH ✴ Who, What, When and Where ✴ Key words (again) ✴ Get to the So What Factor (Why should they keep reading)
  36. 36. IMAGE ✴ Search for an Image or from a free stock service such as photopin.com (include a link), pixabay.com, morguefile.com ✴ Key words (again—this time in the tagging section of the photo) ✴ Edit photos in Photoshop or picmonkey.com
  37. 37. WORD COUNT ✴ OLD ADVICE is 250 to 500 words ✴ CURRENT ADVICE: Google likes longer, meatier posts and rewards good writing. ✴ WRITE to be helpful
  38. 38. BREAKING UP TEXT ✴ Subheads ✴ Bulleted Lists ✴ Quotes ✴ Indents
  39. 39. LINKS ✴ Review for your copy for potential links. ✴ Don’t be afraid to credit other bloggers or websites. ✴ Blogs are fueled by connection.
  40. 40. DON’T GET OVERWHELMED
  41. 41. EDITORIAL CALENDAR ✴ Write 50 topic ideas ✴ Decide how to address each of the 50 topic ideas on each platform. (Study the tabloids—they are good at this!) ✴ Start to lay them out on a calendar grid. You may never look at this after the first week, but it will be there when you’re stuck.
  42. 42. HOMEWORK ✴ Write or review your mission. ✴ Develop your personas. You’ll introduce them to us next week. ✴ Write 50 topics ideas or headlines. ✴ Consider your keywords. ✴ Choose your platforms. ✴ Next week: Editorial Calendars
  43. 43. HELPFUL LINKS ✴ socialmediaexaminer.com Great up-to-date articles, community, training ✴ hubspot.com (helpful how-to books), topsy.com (analyzes your field) google key word analytics ✴ James Wedmore for video help Amy Porterfield, Mari Smith for Facebook help Mark Schaefer for Twitter and marketing Seth Godin for marketing and fun thinking Joe Pulizzi for content marketing strategy (and me! Judith Gotwald)
  44. 44. THANK YOU! Hope you enjoyed this presentation. Judy Gotwald creation@dca.net @jigotwald.com Gotwaldcreation.com 2x2virtualchurch.com
  45. 45. PHOTO CREDITS Brainstorm photo credit: neilslorance via Cartoon photopin cc Dear Diary photo credit: incurable_hippie via photopin cc Anatomy (brain cross section) photo credit: Patrick J. Lynch via photopin cc frog photo credit: Jess*Lo via photopin cc

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