The document provides guidance on blogging, including why it is important for bringing website traffic and demonstrating authority. It discusses who blogs are for and common problems with blogging like generating ideas and time pressures. It then presents a three-step process for generating blog post ideas, using the topics of industry news, reviews, how-to guides, and jobs. Specific examples are given around a copywriter generating ideas about their role. Finally, it discusses allocating time for blogging and basic post structure.

1. Blogging workshop
January 2012

2. Why blogging is important
• Brings in website traffic
• SEO
• Social media content
• Demonstrates and authority
and passion

3. Who is the blog for?
• Clients
• Prospects
• Google
• Other people in the industry

4. Problems with blogging
• Generating ideas
• Time
• Pressure to say something profound/interesting

5. Generating ideas – the four topics
Industry news Reviews
How to guides Your job

6. Generating ideas – three step process
• Break down each topic into three steps
• In the next example, we look at how Phil, a Delineo copywriter, can write a
blog on his role at the company.
• In each step, we look at the skills or techniques necessary for each
particular element of his job.

7. Generating ideas: What does Phil do?
Goes to
Write copy meetings
Generate Works on
ideas branding

8. Generating ideas – step 2
Staying
focused
Getting
Tone of inspiration
voice
Write copy
Choosing Knowing
the right your
words audience
Working
from a brief

9. Generating ideas – Step 3 (generating a blog title)
• What
“What words sell more products”
• Where
“Where do you get inspiration for copywriting”
• Why
“Why you need to choose your words carefully when copywriting”
• When
“When to use the word „Brilliant‟.

10. Apply the same process for industry news

11. Generating ideas – step 1
Autoglass
Voiceovers
Car adverts
Autoglass
advert
Crowd
sourced 20 seconds
content
Female
actors

12. Generating ideas – step 2
Famous
voiceovers
Your
favourite
Accents voiceovers
Voiceover
Appropriateness Gender
Formality

13. Generating ideas – Step 3
• What
“What adverts feature famous celebrity voiceovers?”
• Where
“Where to use a voiceover.”
• Why
“Why would I recommend using a celebrity voiceover to a client”
• When
“When celebrity voiceovers go wrong”

14. Time
• Set aside an hour
• Aim for 350-400 words
• Don’t overthink it
• Ask for an opinion

15. Structure
• Beginning, middle, end
Introduction to the post
[argument introduction]
Supporting
material
[facts, anecdotes]
Conclusions

16. Final thoughts
• Don’t be afraid of an opinion
• Don’t be afraid to ask someone else for their opinion
• Have fun