This document provides tips for using blogging to drive business. It discusses choosing a blogging platform like Blogger or WordPress, writing regularly about topics like products/services or employees, and promoting posts on social networks. Stats show blogging helps with visibility, sales, and thought leadership. Key recommendations include starting anytime, writing with a weekly theme, using time-saving tools, and joining existing online conversations to bring them to your site. The goal is to provide insight into the company rather than just selling with every post.

1. BLOGGING TO DRIVE BUSINESS
REBECCA BOLLWITT
@Miss604
Miss604.com/contact

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10. BUSINESS BLOGS
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11. BUSINESS BLOGS
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13. BUSINESS BLOGS
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14. BUSINESS BLOGS
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Local Blog
Group

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Food Blog

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Hobby Blog

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Royal Blog

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Business Blog

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Technorati State of the Blogosphere 2010
21% of bloggers blog for their own company or organization
2/3 of bloggers are male
42% of respondents say they blog about brands they love or hate

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You.com or YourBusiness.com/blog
YOU If you’re using a tagline, do some research, see: Unvarnished.

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•You.com or YourBusiness.com/blog
•Get your profiles on social networks
YOU

22. BUSINESS BLOGS
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•You.com or YourBusiness.com/blog
•Get your profiles on social networks
YOU
Make yourself easy to find. Use the same branding across all
networks.

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Who is going to write the blog?
•Marketing, Communications
•Customer service or support
•CEO, Founder
YOU
•Hired help*

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Who is going to write the blog?
•Marketing, Communications
•Customer service or support
•CEO, Founder
YOU
•Hired help*
*Please note this does not mean a “social media guru” who
has 20 followers on Twitter and talks only of ROI, SEO,
SEM, and other acronyms. This means someone who is
passionate about your business, your industry, and is an
experienced online storyteller

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Profile and showcase your contributors
•So there’s a voice & perspective
•Build up a following
YOU •No one in your office is named “Admin”

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It's easy to see the associated risks of a life-logging
device. From stalkers to identity theft, recording
such information (and to unlock its true value,
posting it online) makes us vulnerable to all
manner of bad actors.
But what about the cost of not sharing?
In the online realm, that might mean you
simply don't exist.
Pete Cashmore of Mashable
on CNN.com

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Technorati State of the Blogosphere 2010
39% of respondents believe that more people will be getting their
news and entertainment from blogs than traditional media in the
next 5 years

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Technorati State of the Blogosphere 2010
The top ways that blogging has helped businesses:
1. Greater industry visibility (64%)
2. Acquired new customers, made sales (58%)
3. Built thought leadership (54%)
4. Asked to speak at conferences (32%)
5. Helped recruit employees (17%)

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•Start anytime
•Write anytime
•Update often
•Promote when published

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Technorati State of the Blogosphere 2010
Most bloggers update 2-3 times a week

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Time-saving tips:
•Think of a weekly or daily theme
•Schedule posts when you get on a roll
•If you have time to write an email, you
can write a post...

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33. BUSINESS BLOGS
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•Free
•Online-based
•Owned by Google
•http://YourSite.Blogspot.com

34. BUSINESS BLOGS
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•Free
•Online-based
•Owned by Google
•http://YourSite.Blogspot.com
•Free
•Online-based
•Powering 18 million + counting
•http://YourSite.WordPress.com

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•Free
•Online-based
•Powering 18 million + counting
•http://YourSite.WordPress.com

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•Free
•Online-based
•Powering 18 million + counting
•http://YourSite.WordPress.com
WordPress.org
•80-90% of SEO is covered
•You control 100%
•Endless theme & design possibilities
•Plugins
•Advertising

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•YourSite.com/Blog

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•Keep your online
presences gathered at
your “home base” Website
whether that’s your main
site or your blog Wiki
Twitter
Outside Site

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•Share your content
•Give options to find
you elsewhere, but
where people can come
back to the home base

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Technorati State of the Blogosphere 2010
72% of bloggers are using twitter to promote their blog content
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What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

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What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

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Who When Where Why
What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

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Who When Where Why
What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

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What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

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Who When Where Why
What can you write about?
•Again, you can think of a weekly or daily theme
•Photo posts (quick & easy)
•Profile products, services, “How To”
•Profile employees or loyal customers
•Top Ten lists
•Talk about something you’ve read somewhere else

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stonyfield.com/blog

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blogsouthwest.com/blog/

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How to “join the conversation” that’s already out there...
...How to bring the conversation to your home base online

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If you’re going to promote your online
presences please tell us who you are:
Find us online! Find us online! Find us online!
@mycompany
/mycompany
mycompany.com/social

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Use plugins and tools...
•Google Analytics, Feedburner
•Link shorteners (bit.ly ow.ly •Sitemeter, Statcounter
•Mobile site (WPtouch) •HootSuite

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A bad blog post (this has
been made up)

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A good blog post (this is what
Darren actually wrote)
www.darrenbarefoot.com

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Don’t blog for the money.* If you are
genuine, real, and informative, that will
be the natural result.
*Unless you’re John Chow who makes money blogging by telling
others how to make money blogging... and that’s your goal.

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Blog posts aren’t just flyers or coupons. They’re
insight into what makes the company tick, the
products people love, news, and information.
Don’t “sell” with every post.

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You have a business already. Blog about why you
have that business. Why it’s your PASSION and
why customers are/should be passionate too.

58. REBECCA BOLLWITT
@Miss604 @sixty4media
Miss604.com/contact sixty4media.com/contact