The document discusses various topics related to blogging, including common blogging platforms like WordPress, Blogger, and Tumblr. It covers whether a blog should be for profit or not-for-profit, and whether it is better to have a hosted or non-hosted platform. The document also discusses using RSS feeds and how to market a blog, including focusing on objectives, creating a content calendar, and optimizing for search engines. Overall, the document provides an overview of fundamental aspects of planning and running a blog.

1. BLOGGING
John Carroll and Michael Accardi

2. Profit or Hosted vs Blogging to
WHAT? Tools B2B vs B2C RSS Resources Workshop
Not? Not Market
• Weblog
• Chronicles information
• Diary type commentary
• Personal or Professional
• Scope can be narrow or wide
• Engaging

3. Profit or Hosted vs Blogging to
What? TOOLS B2B vs B2C RSS Resources Workshop
Not? Not Market
• Wordpress.org/Wordpress.com
• Moveable Type
• Blogger
• Posterous
• Tumblr

4. Profit or Hosted vs Blogging to
What? TOOLS B2B vs B2C RSS Resources Workshop
Not? Not Market
WORDPRESS
• One of the most popular blogging platforms
• Wordpress products are free (with some pay features)
• Fairly intimidating initially
WordPress.org
• Software downloaded to personal computer
• Non-Hosted
WordPress.com
• Web-based
• Hosted blog
• Extensive overview to be done during workshop

5. Profit or Hosted vs Blogging to
What? TOOLS B2B vs B2C RSS Resources Workshop
Not? Not Market
MOVEABLE TYPE
• Offers the standard blogging features
• Offers three distinct packages (Basic, Pro
and Advanced)
• Non-hosted
• Business blogging platform

6. Profit or Hosted vs Blogging to
What? TOOLS B2B vs B2C RSS Resources Workshop
Not? Not Market
BLOGGER
• Google blogging platform
• Full integration with other Google products
(AdSense and Google+)
• Simple and easy-to-use
• Offers Mobile customization options

7. Profit or Hosted vs Blogging to
What? TOOLS B2B vs B2C RSS Resources Workshop
Not? Not Market
POSTEROUS
• Focused towards media sharing
• Streamlined platform
• Feels like a social media platform more than a
blogging service
• Offers unique security features
• Can use Google Analytics

8. Profit or Hosted vs Blogging to
What? TOOLS B2B vs B2C RSS Resources Workshop
Not? Not Market
TUMBLR
• Customizable templates (HTML and CSS)
• Create personal templates
• Analytics compatible
• In between traditional and micro blogging
• Option to host away from Tumblr server
• Tumblr Tuesday and Unfollow Friday

9. Profit or Hosted vs Blogging to
What? TOOLS B2B vs B2C RSS Resources Workshop
Not? Not Market

10. Profit or Hosted vs Blogging to
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not Market
B2B
• Appeal to the long B2B selling process
• Use the blog to make information easily available
• B2B Blogging goals
• Brand awareness
• Client engagement
• Drive traffic
B2C
• Develop a community
• Create a brand experience and nurture loyalty
• Focus on the community not the company

11. PROFIT OR Hosted vs Blogging to
What? Tools B2B vs B2C RSS Resources Workshop
NOT? Not Market
FOR-PROFIT
• Community focus
• Interaction
NOT-FOR-PROFIT
• Donation Driver
• Blog should be usable in case of disaster (Red Cross
Blog ex.)
• Keep blogs simple and appealing

12. Profit or HOSTED VS Blogging to
What? Tools B2B vs B2C RSS Resources Workshop
Not? NON HOSTED Market
HOSTED NON HOSTED
Pros Pros
• Free • Analytics friendly
• Quick • Easier to monetize
• User Friendly • Creative control
Cons Cons
•Little design control • 3rd party required
• HTML/CSS limited (some) • Technical expertise needed

13. Profit or Hosted vs Blogging to
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not Market
WHAT IS RSS?
• Rich Site Summary or Real Simple Syndication
• XML based (Extensible Markup Language)
• Used to consolidate content into one location (Reader)
• Content distribution system
• Free/easy promotion channel

14. Profit or Hosted vs Blogging to
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not Market
SUBSCRIBERS
DESKTOP BASED
• Mozilla Thunderbird
• Opera
• NetNewsWire (Mac)
• Snownews (Linux)
• RSSOwl (All)
WEB BASED
• Google Reader
• Yahoo Reader
• Newsgator
• Netvibes

15. Profit or Hosted vs Blogging to
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not Market
MANAGEMENT
• Feedburner
• WebPasties
• FeedPass
• Yahoo Pipes*

16. Profit or Hosted vs BLOGGING
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not TO MARKET
• Focus/Objectives
• Influence
• Content calendar
• SEO/keywords
• Elements of a blog
• How often do you write
• Social aspect?

17. Profit or Hosted vs BLOGGING
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not TO MARKET
FOCUS/OBJECTIVES
• What's YOUR goal?
• What topics or fields are you interested in?
• What's your perspective?
• Who's your audience?

18. Profit or Hosted vs BLOGGING
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not TO MARKET

19. Profit or Hosted vs BLOGGING
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not TO MARKET
CONTENT CALENDAR
• Organize content schedule
• Allocation of resources (people)
• Satisfies objectives and maintains focus
• Social channel management
• Shareable

20. Profit or Hosted vs BLOGGING
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not TO MARKET

21. Profit or Hosted vs BLOGGING
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not TO MARKET
• Selection
Target • Focus
• Do not change audiences
Shifting? • Stay the course
• Easy to read
Short • 400-1000 words

22. Profit or Hosted vs BLOGGING
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not TO MARKET

23. Profit or Hosted vs BLOGGING
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not TO MARKET

24. Profit or Hosted vs BLOGGING
What? Tools B2B vs B2C RSS Resources Workshop
Not? Not TO MARKET

25. Profit or Hosted vs Blogging to
What? Tools B2B vs B2C RSS RESOURCES Workshop
Not? Not Market
1. Rethinking Your Blogging Strategy
2. Make Your Blog Stick
3. RSS Toolbox
4. Blogging Toolbox
5. Focus
6. 10 Tips for Beginner Bloggers
7. Pushing Social
8. Creating a Company Blog
9. Getting More Traffic
10. Evolution of the Blogger

26. B2B vs Profit or Hosted vs Blogging
What? Tools RSS Resources WORKSHOP
B2C Not? Not to Market
• Wordpress account
• Setting up your blog
• Templates
• Brainstorming your content
• First post