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Creating and Sharing Blog   Content Effectively                Marissa Wasseluk                New Media Associate
Today’s goals!• The importance of incorporating blogging into  your communications planning• How to include multi-media in...
WHY Blog?• More content on the web  – Improve search engine rankings  – Fosters awareness of your cause  – Positions you a...
What’s important?Form           Content
Content tips• Know your audience  – Who can make a difference on your issue?  – Who will donate money?  – Who can impact p...
Content tips• Write to engage your audience  – Write pieces with intent that encourage curiosity    and invite action.  – ...
Engaging your audience•   Use Social media, i.e. Facebook, Twitter•   Read other blogs & comment•   Try paper.li, Tumblr• ...
Content tips• Connect with like-minded bloggers• Highlight expertise, partners
Maintainrelationshipswith corefollowers toyour cause.
Content tips•   Share your unique perspective•   Break news•   Eradicate nonprofit speak, jargon•   Use multimedia
Incorporate multimediatools and platforms.Integrate content into yourblog.Drive traffic back to yoursite.
Content tips• Tell stories
Power of stories
Six elements of a great story•   A relatable protagonist•   Scene-setting•   Conflict•   Solution•   Change•   Call to act...
Storytelling exercise1. Think of the biggest thing your organization isdoing right now.2. Take five minutes to imagine it ...
The nitty gritty stuff matters• Keyword-rich headlines• Internal/external links• Tags
Form: Types of Blogs•   Photoblogging•   Vlogging•   Microblogging•   Liveblogging•   Content Aggregation
Where to blog•   Wordpress•   Tumblr•   Posterous•   Twitter•   LiveType
Anatomy of an Optimized Blog Post
Anatomy of an Optimized Blog Post
Anatomy of an Optimized Blog Post                        Title / Header          Lead ShareButtons
SEO Best Practices•   Create content consistently and often•   Use keywords, tags and metadata•   Keep your site and conte...
Keywords• Always use appropriate and relevant tags and  keywords to a post or page.  – Find your keywords!
Keywords• Add alternative  titles, tags and  descriptions to photos  and other multimedia  content embedded on a  page.  –...
KeywordsIf possible, writedescriptions formetadata tags onyour pages.
Workflow1.   Keep a log of content ideas2.   Keep a posting schedule3.   Dictate your posts4.   Use multimedia elements (t...
Workflow• Curating content  – Find related content by following other blogs’    RSS feeds  – Search for Keywords  – Google...
ROIHow can I tell if my efforts are working?• Analytics• Level of Engagement
Creating and Sharing Blog   Content Effectively                Marissa Wasseluk                New Media Associate
Creating Effective Blog Content
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Creating Effective Blog Content

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Tips and tricks for blogging and online communications for the beginner to intermediate online communications professional.

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Creating Effective Blog Content

  1. 1. Creating and Sharing Blog Content Effectively Marissa Wasseluk New Media Associate
  2. 2. Today’s goals!• The importance of incorporating blogging into your communications planning• How to include multi-media into your blog• How to generate and manage blog content• Tips and tricks to publicize your organization’s blog
  3. 3. WHY Blog?• More content on the web – Improve search engine rankings – Fosters awareness of your cause – Positions you as a thought leader
  4. 4. What’s important?Form Content
  5. 5. Content tips• Know your audience – Who can make a difference on your issue? – Who will donate money? – Who can impact policy? – Who will get involved?This “Who” is your audience.
  6. 6. Content tips• Write to engage your audience – Write pieces with intent that encourage curiosity and invite action. – Use “loaded” words – Ask questions
  7. 7. Engaging your audience• Use Social media, i.e. Facebook, Twitter• Read other blogs & comment• Try paper.li, Tumblr• Segment your blog• Pitch other bloggers• Invite guest bloggers• Develop media partnerships
  8. 8. Content tips• Connect with like-minded bloggers• Highlight expertise, partners
  9. 9. Maintainrelationshipswith corefollowers toyour cause.
  10. 10. Content tips• Share your unique perspective• Break news• Eradicate nonprofit speak, jargon• Use multimedia
  11. 11. Incorporate multimediatools and platforms.Integrate content into yourblog.Drive traffic back to yoursite.
  12. 12. Content tips• Tell stories
  13. 13. Power of stories
  14. 14. Six elements of a great story• A relatable protagonist• Scene-setting• Conflict• Solution• Change• Call to action
  15. 15. Storytelling exercise1. Think of the biggest thing your organization isdoing right now.2. Take five minutes to imagine it as a story, forinstance as if it is a movie.3. Share!
  16. 16. The nitty gritty stuff matters• Keyword-rich headlines• Internal/external links• Tags
  17. 17. Form: Types of Blogs• Photoblogging• Vlogging• Microblogging• Liveblogging• Content Aggregation
  18. 18. Where to blog• Wordpress• Tumblr• Posterous• Twitter• LiveType
  19. 19. Anatomy of an Optimized Blog Post
  20. 20. Anatomy of an Optimized Blog Post
  21. 21. Anatomy of an Optimized Blog Post Title / Header Lead ShareButtons
  22. 22. SEO Best Practices• Create content consistently and often• Use keywords, tags and metadata• Keep your site and content organized• Be social and share your content
  23. 23. Keywords• Always use appropriate and relevant tags and keywords to a post or page. – Find your keywords!
  24. 24. Keywords• Add alternative titles, tags and descriptions to photos and other multimedia content embedded on a page. – Cat, kitten, lolcat, icanha zcheesburger cat, funny cat picture, cat cheeseburger meme
  25. 25. KeywordsIf possible, writedescriptions formetadata tags onyour pages.
  26. 26. Workflow1. Keep a log of content ideas2. Keep a posting schedule3. Dictate your posts4. Use multimedia elements (think visually!)5. Invite others to join in!6. Re-purpose older content
  27. 27. Workflow• Curating content – Find related content by following other blogs’ RSS feeds – Search for Keywords – Google Alerts – Twitter lists
  28. 28. ROIHow can I tell if my efforts are working?• Analytics• Level of Engagement
  29. 29. Creating and Sharing Blog Content Effectively Marissa Wasseluk New Media Associate

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