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Blogging for Business - An Introduction


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This is an introductory presentation on blogging for business.

Learn what blogging is and how it can help grow your business. Discover what to blog about, how to craft a good blog post, and how to measure your success.

Presented by Drew Becker of Convey Media Group and Stephen Peacock of Peacock Creative Services to the Fuquay-Varina Chamber of Commerce June, 2012.

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Blogging for Business - An Introduction

  1. 1. Blogging for BusinessPresented by Drew Becker and Stephen Peacock
  2. 2. What is a Blog? • A blog is a combination of the two words “web” and “log” • A site on the web with entries or posts to give information and/or hold a discussion • A post is followed by comments by others and replies by author • Originally created by individuals in 1990s • Appeared as business strategy in 2009
  3. 3. Blog Example
  4. 4. Blog Stats• There are 70 million WordPress blogs worldwide• There are 39 million Tumblr blogs worldwide• Four out of 5 internet users visit social networks and blogs• 34% of bloggers post opinions about products & brands• By the end of 2011 over 181 million blogs around the world, up from 36 million only five years earlier in 2006.
  5. 5. Why Blog?Reasons AdvantagesInform about your product Easier than newslettersInform about your services Update at any timeIncrease your expert status Long lasting shelf lifeBring others to your site(s) Easy to syndicateKeep in touch with prospects Share your expertise andand clients knowledge
  6. 6. How much time?• Short posts may take only a few minutes (Twitter)• Longer posts may take 45 minutes to a couple hours• Remember, this is a reflection of your knowledge and experience and should be well crafted
  7. 7. Do it Yourself BloggingAdvantages Disadvantages – Save $ – Discipline required to – Complete control continue regularly – Determine when to write – Can be difficult if you do blog not like to write – Satisfaction of – Time to write accomplishment – Time to research – No need to coordinate – Time for SEO
  8. 8. Hire a Blogger• Advantages • Disadvantages – Save time – Outlay Cost – Professionals to write – Time to educate – Professionals to research – Teach your “voice” – Experts with SEO – Finding a competent – Coordinate with website blogger
  9. 9. Blogging Tools• or Self Hosted WordPress• Tumblr and/or Posterous• Blogger – formerly Blogspot• Inside919 – no longer free• ActiveRain – Real Estate• Any number of niche directories allow you to blog
  10. 10. OMG – What Do I Blog About?1. Lists – people love list. Top 10 8. Recommendations – favorite almost anything…Top 10 books, website etc Questions our customers ask 9. Company News, awards, events2. How-to and Tutorials 10. New staff3. Strategy to complete a task or 11. Crowd sourced posts project 12. Controversial topics in your4. Reviews of Products, industry Websites, Books, software… 13. Agree/Disagree with a top5. Tips and Tricks professional in your field6. Link Roundup – curated list of 14. Pose questions to your audience excellent resources 15. New theory you are developing7. Current Events in your field 16. Compliment another business and say what they’ve done right
  11. 11. Blogging Best PracticesResearch – Develop a list of blog ideas that are relevant to your products, services, or profession. Prioritize your list putting those most related to your key products/services first. – Review what your competitors are blogging about • Take a look at local or regional competitors • What are they blogging about? What keywords are they targeting? • If they are local – consider agreeing or disagreeing with something they wrote – Create your editorial list of blog post topics – Start with number one – do research to find most used keywords • Visit and use Google Insights for Search • Visit and use Google External Keywords Tool
  12. 12. Keyword Tools••
  13. 13. More keyword insights
  14. 14. Even more insights
  15. 15. Best Practices Write an awesome blog post • Start by writing a KILLER headline and a 160 character first sentence – Include your keyword(s) in both • Make sure they are compelling • Would your headline work well as a question? • Is it attention grabbing?
  16. 16. Format of Blog PostBreak your blog post into 3 or more sections – give each a sub-header (sub-title) that includes your keywords • Introduction – Briefly outline the topic of your post or the problem you will solve – ask questions and/or identify problem/benefits • Discussion – Give details – include links to other resources • Conclusion – Summarize above – Include a call to action
  17. 17. • Headline less than 70 characters• Description less than 160 characters• Content is conversational• Sub-headers include keywords• Attractive image• Links to external and internal pages• Keywords in body text are bolded
  18. 18. Planning and research pays off! You can be found for multiple keyword searches if you plan and execute well!
  19. 19. • Link to valuable resources• Recognize good content by others• Use video when available• Close with call to action
  20. 20. Add Images• Select an appropriate image(s) – be creative• When adding image fill out the section for ‘Alt Image” tag and put the main keyword in the tag• Consider adding a caption – use your keyword!• Multiple images are okay too – learn how to float them right or left in your blogging software• You may need image editing software:,,
  21. 21. Why a Page and a Post?
  22. 22. Meta Data and Tags • Title – include article title and geographic area (when relevant) • Meta Description: Up to 160 characters – ideally will be the first sentence of your post • Keywords: No more than 10 keywords/terms • Tags – like keywords, they help with discovery of related content by people and search engines on your blog
  23. 23. Check Your Work • Proof the entire post – Check spelling – Check Grammar – Re-read it at least twice
  24. 24. PUBLISH!• Publish Your Blog Post – Share your blog post with others • Twitter, Facebook, LinkedIn, Inside919 • Provide easy tools for people to subscribe for updates via RSS • Respond to comments when/if they come • Retweet every day for a few days and post on Facebook page again in a week or two• Rinse and repeat with the next topic on your list.• Establish a regular schedule for blogging – Assign topics to people in your business • Helps spread the work around • Helps promote other staff as knowledgeable/experts
  25. 25. Measure Results• Install analytics!• Google analytics is free, easy to integrate and most powerful.• There are other choices: Get Clicky, Piwik, AWStats, and Webalizer to name a few.
  26. 26. What You Should Track Core Analtyics Other measure of success• Number of visitors • Number of comments• Visitor location • Number of social shares• How they find you • Number of new business• Length of time inquiries• Bounce Rate • Number of people who• Goal Completion subscribe to your updates
  27. 27. Blogging for BusinessPresented by:Drew Becker, Convey Media Group(919) 264-9868 or drewbecker11@gmail.comStephen Peacock, Peacock Creative Services(919) 386-2296 or