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Kentico Webinar: CMS Today - Blogging for Success


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More and more companies are embracing blogs as a strategic marketing and communication tool that won't break the bank in 2010. For many companies, however, confusion abounds as to how to implement a blog, manage it, and actually measure its impact on overall marketing activities.
This webinar will be of interest to any company looking to establish, strengthen or monetize a corporate blog. From exploring start-up costs, workflow process and stake holder issues to setting marketing metrics and ROI-driven goals for your blog, Blogging for Success will cover the entire spectrum in 60 minutes. There will be ample time for questions and answers.
Areas Covered Include:

* Goal Setting for Corporate Blogs
* Content Ideas for Corporate Blogs
* How Often to Blog?
* Managing Workflow & Stakeholders
* Creating Community & Finding Your Voice
* Cost of Ownership: The Scope of Your Investment

Published in: Business
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Kentico Webinar: CMS Today - Blogging for Success

  1. 1. Blogging for Success +1.508.616.2042
  2. 2. Generous Host [email_address] [email_address] [email_address] Jon Baer 508.616.2042 @wakefly
  3. 3. Agenda Why Blog Creating Blog Workflow Sample Blog Core Success Principles and Takeaways Formats Platforms
  4. 4. <ul><li>Is Your House in Order? </li></ul><ul><li>Site Development </li></ul><ul><li>Site Optimization </li></ul><ul><li>Landing Pages </li></ul><ul><li>Is your site working? </li></ul>Blogging - When to Begin? The Wakefly Kitchen
  5. 5. Why Blog? <ul><li>Why Blog? </li></ul><ul><li>The simple answer: </li></ul><ul><li>Attention for your company </li></ul><ul><li>The more complex answer: </li></ul><ul><li>Reach for your brand </li></ul><ul><li>Demonstrable thought leadership </li></ul><ul><li>Traffic to your website </li></ul><ul><li>Search marketing > content > exposure > backlinks </li></ul>
  6. 6. Blogging & Social Media: What is it good for?
  7. 7. Marketing Budgets 2009
  8. 8. Technorati, the famous blog tracking service tracked over 133 million blogs in 2009. A recent State of Blogging report (issued by Technorati) shows the industries that blogging had the most impact on in the last 10 years. History of Blogging
  9. 9. A recent Future of Blogging report (issued by Technorati) shows the industries that will be greatly impacted by blogging in the next 10 years. Future of Blogging
  10. 10. The Purposes of Blogging Striking the Blog Balance <ul><li>Blogging and Social Media </li></ul><ul><li>Multi-way (brand ↔ customer, customer ↔ customer) </li></ul><ul><li>Participatory </li></ul><ul><li>User Generated </li></ul><ul><li>Easy to share and distribute </li></ul><ul><li>Larger reach (any one on the internet can have access) </li></ul><ul><li>Focuses on multiple conversations </li></ul><ul><li>Traditional Marketing </li></ul><ul><li>One-way (brand to customer) </li></ul><ul><li>Dictated </li></ul><ul><li>Brand Generated </li></ul><ul><li>Distribution managed by brand owners only </li></ul><ul><li>Limited reach (select audience, geographical location or market segment) </li></ul><ul><li>Focuses on one way communication </li></ul>
  11. 12. Some More Reasons <ul><li>Sharing ideas </li></ul><ul><li>Sharing content </li></ul><ul><li>Create space for conversation </li></ul><ul><li>Connect with your network </li></ul><ul><li>Force yourself to stay current in your industry </li></ul><ul><li>Remember, nothing gets deleted (content gets duplicated very quickly). </li></ul>
  12. 13. Creating Blog Workflow Blogging is very time consuming… Can you make it part of your routine? 1. Read! – The best bloggers spend a lot of time reading other blogs and commenting on other blogs. Take good notes and try to read for at least 15 minutes a day. 2. Writing! - Blog as often as you have something important to say. Keep posts between 200-900 words. Corporate blogs are usually shorter; freewheeling personal blogs longer.
  13. 14. Creating Blog Workflow 3. Editing! – Read, read, read and read again. Have a trusted colleague proof your post. 4. Linking! - Be sure to link to out to other relevant content and resources. Good content links to other good content and the search engines know it! In addition, your readers will appreciate it.
  14. 15. Creating Blog Workflow 5. Tracking! – Use Google Analytics or whatever analytical package you are in to track visitors to individual blog posts. Understand which blog posts attract the most attention and the highest number of links and create more of them.
  15. 16. Sample Formats for Blog Posts <ul><li>Trade show previews </li></ul><ul><li>New hire announcements </li></ul><ul><li>Short advice pieces </li></ul><ul><li>Lists of useful industry links </li></ul><ul><li>News round-ups </li></ul><ul><li>Opinion pieces (not rants  ) </li></ul><ul><li>Top ten lists </li></ul><ul><li>Hot industry news </li></ul>
  16. 17. Platforms for Blogging <ul><li>Free or hosted on your own domain? </li></ul><ul><li> or </li></ul><ul><li>Build equity in your domain. Choose the latter. </li></ul><ul><li>Top Platforms for Equity Building & Blogging: </li></ul><ul><li>Hubspot (highest LCO) </li></ul><ul><li>Kentico (medium LCO) </li></ul><ul><li>Wordpress (installed on your server and low LCO) </li></ul>
  17. 18. Core Success Principles <ul><li>Plan on being an active reader and writer </li></ul><ul><li>Introduce blogging into your workflow </li></ul><ul><li>Edit your posts carefully </li></ul><ul><li>Create valuable content </li></ul><ul><li>Create and participate in valuable conversations </li></ul><ul><li>Build equity into your domain </li></ul><ul><li>Work with experts to choose the right platform </li></ul>
  18. 19. Blogging for Success +1.508.616.2042