Notes from a presentation I gave to small business owners at Dungarvan Enterprise Centre in Waterford, on how to write content for blogs and social media posts.

1. Creating Great Social Media
Content
DERBHILE GRAHAM
WRITEWORDS EDITORIAL

2. What Is A Blog?
 Short for Web Log – Began as Online Diary
 Now Online Article
 Expresses Opinions – Gives Information
 Equivalent of Newspaper Feature Article

3. What Is A Social Media Post?
 Brief Update For A Social Media Network
 Provides Information, Seeks Opinions
 Promotes Events, Products and Services
 Call to Action: Read Article, Visit Website, View Pictures

4. Theresa the Cheesemaker

5. The Five Ws of Great Content
 Why?
 What?
 Who?
 Where?
 When?

6. The First W: Why?
Define The Reason You Want To Blog
 Share Your Passion
 Talk To Your Customers
 Build Your Reputation
 Free Publicity
 Be More Visible Online

7. Not Just A Feel-Good Strategy
 40% of US Companies Have Blogs
 55% More Hits to Website
 75% Increase in Businesses Regarding Facebook As
Important
Info from HubSpot

8. … And Why You Shouldn’t
 Because Someone Told You To
 Fear of Missing Out
 Other Businesses Are Doing It
Desire+ Passion=Motivation to Succeed

9. The Second W: What?
What to Write About
 Diary-Style Blog – Daily Happenings – Shows Person Behind Brand
 Advice Blog – Tips and Information – Demonstrate Expertise
 News Blog – Updates on Latest Developments – Share Excitement
 Picture Blog – Pictures Enhanced by Words – Increases Visibility

10. What: Social Media Posts
 Similar Categories: News, Pictures, Advice
 Point Followers to Articles, Web Pages, Blog Posts
 Words to Complement Picture
 Humour: Quotes, Cartoons, Pictures. Show Personality

11. The Third W: Who
 Who Are Your Customers?
 Who Do You Want To Reach?
 Define Customer Name, Age, Family Status, Occupation
Create Tailored Content for Customer Groups

12. The Fourth W: Where
Where Are Your Customers?
 Figure Out What Social Media Platforms They Use
 Draw on Knowledge of Customers
 Age 35-44 – Fast-Growing Group on Facebook
 LinkedIn – B2B Customers
 Twitter: Tech Customers,
 Facebook and Twitter – Good for Picture-Driven Businesses

13. The Fifth W: When
 Frequency of Posting:
 For blogs: once a week, once a fortnight, once a month
 For social media posts: once a day, multiple posts each day
 Days to Post: Weekdays or Weekends
 Set Time Aside, Post Consistently

14. Where to Blog
Three Main Blogging Platforms
 Blogger, www.blogger.com Easy to Use
 WordPress, www.wordpress.com, Professional Look
 Tumblr, www.tumblr.com, Good for Pictures and Videos

15. What A Blog Looks Like
 Resembles Newspaper Article
 Short Paragraphs
 Broken Up With Headings and Bullet Points

16. Length of Blog
 Advantages of Long Blog (300+ Words)
 More Content for Search Engines
 Lets You Give More Information
 Advantages of Short Blogs (up to 300 words)
 Easier to Read on Screen
 Holds Attention
 Easier to Write

17. Eye-Catching Blog Titles
No Need for Clever Titles – Keep It Simple
 How-to Titles – Tell People What They’ll Learn
 Number Titles – Five Health Benefits of Cheese
 News Headline – Nominated for Cheese Award
Make People Read On

18. Structure of Blog
 Decide On Message – What You Want to Say
 Format of Blog – Article Style, Bullet Points, Pic With Caption
 Tone of Blog – Use of Language to Create Mood
 Formal vs Informal
 Clear, Simple Language – Short Sentences

19. Starting Your Blog Post
 Humorous Anecdote – Sets Scene
 Question – Taps Into Needs, Promise to Deliver Answer
 Unusual Statistics: Show Expertise
 Give Flavour of What to Expect

20. Middle of Blog
 Contains Most of the Information
 Present Arguments With Statistics
 Outline Bullet Points

21. End of Blog
 Call to Action
 Visit Website, Avail of Offer, Call Now
 Questions to Encourage Interaction
 What Do You Serve With Cheese?

22. Adding Pictures
Advantages of Pictures
 Enhances Words
 Increases Visibility of Post
 Need Permission to Use Pictures
 Acknowledge Source of Picture: Website, Photographer
 Take Own Pictures – Ensure Pic In Focus

23. Stock Photo Sources
Websites Offering Free Stock Photos – No Need to Acknowledge
Source
 Pixabay, www.pixabay.com
 Unsplash, www.unsplash.com
 StockSnap, www.stocksnap.com
Info: Marie Ennis O’Connor

24. Blacknight Address: http://blacknight.blog/
 Good Template for Service and B2B Business
 Short But Substantial – Packed With Information
 Mix of Information and Promotion
 Calls to Action Throughout Post

25. Service Blog: Blacknight Solutions

26. Example of Lifestyle Blog: Chupi
Caption used in blog for this picture: The Believe in Magic Collection Will Be
Available Shortly

27. Chupi Address:
https://www.chupi.com/blogs/inspire-blog
 Good Template for Lifestyle Business Blog
 Words Enhance Pictures
 Builds Relationship With Customers
 Tells Story Behind Brand – What Inspires Jewellery

28. Great Social Media Posts: Market Lane

29. Great Social Media Posts: nearForm

30. Blogging Resources
 TweakYourBiz – Business Blogging, www.tweakyourbiz.com
 HubSpot – Tips to Improve Blogging, www.hubspot.com
 Irish Bloggers Group, Facebook. Go on Facebook, Type Irish
Bloggers in Search Box. Lifestyle/Fashion Blogs
 LinkedIn – B2B Blogging, Tips to Improve, www.linkedin.com
 Irish Blog Awards, Be Inspired by Previous Winners,
www.blogawardsireland.ie

31. You’re the Expert
Why You’re The Best Person For The Job
 Knowledge and Passion for Your Business
 Chance to Build Relationships with Current Customers
 Chance to Attract New Customers

32. Contact Me
Thank You All For Coming
Derbhile Graham
Blog: www.writerlyderv.wordpress.com
Twitter: www.twitter.com/writerlyderv
Facebook: www.facebook.com/www.writewords.ie
LinkedIn: www.linkedin.com Type Derbhile Graham in Search Box
Old School: 087 6959799/051 382650