Blogging Basics - Part 1

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Part one of a six-part blogging basics education series presented by Profitecture. This segment covers:

--What are blogs good for?
--Business applications of blogging
--Elements of a blog
--Why search engines like blogs
--Importance of choosing specific topics and themes
--Sidebars and widgets
--Choosing blogging platforms
--Plug-ins
--Customizing blog look and feel

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Blogging Basics - Part 1

  1. 1. Blogging Essentialsfor IBM Business Partners#bpblogging Paul Gillin Social Media Coach
  2. 2. What are blogs good for? •Timely, frequently updated information •Multiple media types •Single voice •Fixed display •Flexible organization •Search engine performance
  3. 3. Why So Popular? •Cheap and easy to create and update •Have distinct personal voice •Can quickly build traffic through reciprocal links •Excellent search engine performance •Modest revenue opportunity •Simple way to keep notes
  4. 4. Blogs Generate 97% More Links Source: HubSpot
  5. 5. Google Loves „em
  6. 6. Lower Cost Per Lead $400 $373 $346 $350 $332 $300 $250 $200 $150 $134 $143 $135 $100 $50 $0 2010 2011 2012 Inbound-dominated Outbound-dominated HubSpot 2012 State of Inbound Marketing Study
  7. 7. USES IN BUSINESS 7
  8. 8. They Can Be Used to End-Run Media…
  9. 9. …Reinforce Brand…
  10. 10. …DefineCulture…
  11. 11. …EducateProspects…
  12. 12. …Establish Thought Leadership…
  13. 13. Blogs Can Be Thematic…
  14. 14. …Brand-Specific…
  15. 15. …Or Personal This is cool! 15
  16. 16. Single Author
  17. 17. Multi-Author
  18. 18. NUTS & BOLTS 18
  19. 19. Blog Organization Options Blogs are organized •Chronology Post in reverse- •Category chronological order Post •Tag by default, but other options are •User-defined Post criteria (e.g. available “Featured Post” Post Post Post 19
  20. 20. Permalink Key Blog Individual “Post”Title & ElementsDescription Sharing LinksSidebar TrackBack
  21. 21. Key Blog Elements About the Blogger Comments
  22. 22. Have a Good About Page
  23. 23. Popular Platform Options Pros Cons • Easy to start • Few design options • Easy to use • Limited extensions • Indexed by Google • Spammer’s paradise • Works well with Google Analytics Pros Cons • Easy to start • Limited self-hosting options • Easy to use • Limited theme options • Good assortment of • Limited plug-in options themes Pros Cons Self-hosted • Infinite themes • Requires some technical WordPress • Infinite plug-ins skill • Easily integrated with • You’re your own technical business website support • Works well with Google Analytics
  24. 24. What‟s a Plug-In?
  25. 25. Blogging success factors •Have a clear focus •Update frequently •Speak distinctively •Have a point of view •Surprise and delight •Link to get links •Use all the media you can •Educate and assist •Ask for feedback
  26. 26. A Blog Doesn‟t Have to Look Like a Blog
  27. 27. Thanks! Paul Gillin Site: gillin.com 508-656-0734 Blog: paulgillin.com paul@gillin.com Twitter: pgillin

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