1) The document summarizes key points from chapters 11-13 of the book "Content Rules" about using blogs, webinars, and e-books for social media content. 2) When deciding whether to blog for a company, the purpose must be clearly defined. A blog is different from a website in that it focuses on a single topic like a diary. 3) Effective blogs have a reliable schedule, mix up content types, use visual elements like graphics, and create calls to action to build momentum. 4) Webinars should build interest before and after the event through related content, have compelling speakers and slides, and encourage interaction. They should be optimized for sharing. 5

1. Week 5 Lecture Notes
COM 370
Chapters 11, 12, & 13 of Content Rules
Blogs,Webinars, and E-Books

2. LearningOutcomes
 Design effective content using
blogs, webinars, and E-books
 for social media user
consumption
 Identify factors that lead to
the success and failure of
social media campaign efforts

3. Chapter 10
A Blog as the
Hub ofYour
OnlineContent
 The blog is an online home base for company
content
 How is a blog different from a website? A blog is a
web log or a diary of sorts that is published on the
Internet for a mass audience.
 A website is a collection of information on a wider
range of topics than a single blog.
 Consider the variety of blogging platforms
(software for blogging):WordPress, Squarespace,
MovableType,TypePad and Blogger.

4. LetSomeone
Host it or
YouOwn it?
Companies are better
served by presenting their
blogs on their company
websites rather than a blog
host site. Why?
1 – The company controls the
website so it cannot be used
for advertising by a third
party. Data gathered belongs
to the company and not a
third party.
2- The reader is exposed to
the other content on the
company website rather than
jumping off into an
interesting blog by someone
else.
However, many users
subscribe to a blog using an
RSS reader and e-mail (as
you have done when you
created your dashboard of
info you are watching), and
these readers will never see
the company website unless
you drive them there through
something in the blog’s
content.

5. ShouldYour
Company
blog?Should
you blog?
Here’s how to decide:
Define the purpose of the blog.
Purpose will drive frequency, design, content and voice.
What are you trying to accomplish by blogging?
You may be building an audience or just getting occasional attention.
You may showcase a company service or product line.
You may be an individual seeking to carve out a bit of fame, just enough to
land a particular job.
The reasons for blogging are all over the map, but your reason must be
clearly stated and defined: I am blogging because……

6. How to Blog
 Set a Reliable Schedule.
 The frequency needs to be somewhat predictable. Experts
say twice a week is best for pulling in an audience that you
send out on errands across other social media.That
schedule will bleed a writer dry if the writer does not have
a clear purpose and a team of writers.That much fresh,
interesting info is tough to produce.
 Mix it Up!
 This is not hard to do since you are desperate for content
anyway because you decided to go for broke and publish
twice a week. Writers can be creatures of habit that once
they get a good delivery and focus going, they tend to
stay with it until readers cry, “enough already!” Provide
variety! Mix short with long, serious with silly, timely
and “evergreen. ” Evergreen means topics that are
covered year after year.

7. How to Blog
 Move beyond the written word.
 Use graphics, photographs, charts,
infographics, checklists,YouTube videos,
even PowerPoint and embedded audio
elements to add something other than text.
 Make clear what the visual/embedded
element is so that readers (and search
engines) can make sense of it.
 Let me suggest that before you launch a
bunch of charts and graphics you read The
Wall StreetJournal Guide to Information
Graphics by DonaWong (2010), teaching
you how to correctly display visual
information.The software will create any
graphic you want, but it won’t stop you
from creating bad graphics!

8. How to Blog
(More)
Size matters
Avoid making the content too
long. Read successful blogs to
get a sense of how long is too
long.
Learn How to Write Killer
Headlines.
info on pages 146-147 that may
help with writing headlines.
Use Present tense. Tease. Use
superlatives. Use surprising or
odd analogies. Be specific.
Simplify. Be contrarian. Use
numbers, especially odd
numbers.
Design is Important
Consider the use of white space,
font choices, use of color, and
the visual presentation of the
info. Do not wing it. Get help.
Include an RSS icon to indicate a
subscription feed. Provide the
option for someone to subscribe
to the blog by e-mail. Provide a
clear way to contact you. See
page 147 for explanations.

9. How to Blog
(More)
Create Momentum
The big Mo is that illusive factor
everyone chases. Reach for it by using
triggers in each blog post and in all of
your content.
What is a trigger? A trigger is a call to
action. The action may be downloading
something free, such as a coupon or an
e-book, or contacting someone for more
info, or connecting (the “read more”
button) to another source, or buying
something, registering for something.
Consider Comment moderation
“Moderation” means you cannot edit
the content that users provide. This
includes trolls and spammers, so think
carefully.
A moderator is not an editor. When you
ID spam, you can remove it and train
your plug-ins to keep that one out. Be
certain your company officers are on-
board with this decision.
Categorize and Tag Everything
Traditional media called this “indexing.”
It means to categorize info so that a
reader interested in a certain topic can
easily locate everything on that topic.
This is where key words are used to help
you ID content.

10. How to Blog
(More)
 Write the Way you Speak (but not
really!)
 Write using a conversational tone, but
the content is NOT a transcript of
something spoken.You need to write
in such as way that a reader believes
you are talking to him or her.This
requires careful working and editing!
DO NOT type out what you are saying
at this moment and use that as your
content. “Write-as-you-speak” means
that the effect of the info is that it
appears to be a person simply talking
to the reader.
 Don’t Overthink.
 The blog is not true journalism, so all
the facts are not necessary. This is not
a news article.

11. Chapter 12
Webinars:
Web-based
seminars
(Beware: old
info here)
Many people have negative associations with
Webinars!
Many webinars are dull.
Many webinars have technical barriers (hosted
onWeb conference platforms that are
unavailable to certain users (usually, Mac
users!).
Plan and format your webinar so that people
can attend by computer, mobile, or tablet.

12. Reimagine this
Webinar
• Pre-webinar article
• pre-webinar podcast
• PowerPoint Presentation and PDF
• Webinar transcript
• Post-webinar podcast
• Post-webinar article or follow-up blog post
Build interest before and after the event.

13. Tips for aGood
Webinar
Ask what is keeping your customers up at night?
Create momentum
Go big or go tactical
Create the webinar registration form carefully
Write the story
Show; don’t tell
Have compelling slides
Streamline your slides
Offer one idea per slide
Use authentic video and images
Use a compelling title
Find a compelling speaker

14. MoreTips for a
GoodWebinar
 Get the best possible conferencing
technology platform
 Moderators matter
 What about a video?
 Practice and rehearse
 Produce: Encourage audience interaction,
speaker-attendee interaction, and chat on
social back channels
 Record the event
 Optimize the event for sharing
 Final Slide should be inspirational
 Plan for disaster
 Get Feedback
 Follow up promptly
 Measure the event’s success

15. Chapter 13
E-books and
White papers
A white paper is an authoritative
report that addresses issues and
how to solve them, used to
educate and persuade readers.
E-book:A digital book designed to
be downloaded and printed or read
on the screen. E-books are just a
new packaging form for company
info.
The key differences are style and
tone.The “white paper” is a mock
research paper. “Mock” because
it is not an actual research paper
by unbiased researchers
investigating an hypothesis. It
just looks and reads that way.

16. White Papers
 White papers are position papers that companies use to convince readers of a
point the company favors.
 White papers are used to:
 Transform an expertise or intellectual capital into a tangible product
 Educate consumers before they can become customers
 Explain a product or service that’s new, complicated, or controversial
 Manage long sales cycles between initial contact and contracts
 Convince decision makers
 Provide inside-info for an industry seeking information
 Tell customer success stories

17. 9 steps to
creating an E-
book
Share or solve a problem
Take a relaxed, fun approach
Show, don’t tell
Give an intriguing title
Pique Curiosity
Simplify a complex subject
Use unexpected or curious analogies
Use good layout and design
Encourage sharing
Create a landing page from which people can download your E-book
Promote like mad
Be careful when requiring registration (see p. 180)

18. References
 Handley, A., & Chapman,C. C.
(2012). Content Rules.
Hoboken, NJ: JohnWiley and
Sons.
 Wong, D. (2010).TheWall
Street Journal Guide to
Information Graphics. NY:
W.W. Norton & Company