Blogging 411 For New Marketers


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A crash course in blogging basics for new marketers. A great refresher for experienced digital marketers and communication professionals.

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Blogging 411 For New Marketers

  1. 1. Grow Your Brand by Wayne Chen©WayneEthanChen(AT) Gmail (dot) com 2011-2012
  2. 2.  Anyone can blog about anything, anywhere, anytime Web-based log of entries on a subject interesting to the creator and audience Multimedia community with photos, videos, and more TypePad, WordPress, and Blogger offer blogs Blog execution yields marketing success not the tool
  3. 3.  Create relationships with blogs 4 reasons to blog  Powerful SEO tool  Build authority in your field  Grow users with RSS  Enable user feedback
  4. 4.  Address the “push backs” with benefits  Blogging drives traffic vs. infrequent new content  Personalize your organization with human face(s)  Transparent customer service and response  Develop untapped niche markets as a microsite  Manage reputation and inaccurate information  Free press release promotion  Harness focus groups with current readers  Reduce efforts on emails and support calls
  5. 5.  Integrate your blog, never isolate Blog, develop your marketing power house  Build active community base for all readers  Grow loyal users and stealth lead- generation  Build and cultivate partnerships  Repurpose old content as insightful  Generate free press coverage and leads  Push announcements with SEO benefits  Enable quick response to dynamic industry news  Promote all aspects of social media marketing
  6. 6.  Reinforces: credibility, usability, visibility, sellability, and scalability Blog if you  Offer something value for your audience  Have the tools and time to blog  Willing and able to create community along with the content  Have a purpose to blog  Passionate about sharing information
  7. 7.  Free blog tools  WordPress  Tumblr  Posterous  Weebly  Blogger  LiveJournal Pros & cons Hosting
  8. 8.  Ask yourself:  Tips:  Who is the end user  Focus on fun topics  What is the purpose of  Entertaining content the blog?  Quotes  What content will be  Not a preapproved press valuable to your material audience?  Use humor (when  How do you want to warranted) connect with the reader?  Generally less serious  Will emotional appeal and more friendly matter?  Informative
  9. 9.  Readers crave  Tips: perspective  Address something  Education? bigger than the company  Controversial? or product if possible  Customer service  Does it benefit the oriented? customer, industry, or the world?  Get to know customers?  Support the blog with  Lifestyle? resources to drive repeatable content  Easy to share
  10. 10.  Write and Share  Tips:  Authentic content  Organize content with  Long or short tags  Valuable to reader  Show and track labels  Tips or advice  Monitor reader feedback  Direct to resource and labels  Show related content or post if available  Analyze blog SEO performance bi-monhtly
  11. 11.  First impressions  Tips:  Represents content,  Think big voice, and theme  Don’t get carried away  Get creative with crazy fonts and  Be consistent with look colors and feel guidelines  Simplicity is often a  Readability and usability winner  Audience readability and blog navigation  Hire a designer or use free templates
  12. 12.  Maximize  Tips:  Boost blog visibility  Keep your category tags  Priority key phrases to a minimum if possible  Consistent labels,  Highlight individuals and categories, and format industry keywords or  Add analytics phrases (no more than two words)  Embrace SEO patience  Track performance at  Backlink and post to least bi-monthly against social media marketing campaign goals
  13. 13.  Plan and Execute  Tips:  Announce new blog via press  Outreach should include key release industry readers and content  Form partnerships with promoters others  Guest write but keep it  Offer to guest write to beneficial for both parties increase traffic  Promote blogs and quotes  Interview influential people with your perspective  Find complementary blogs  Capitalize on social trends and endorse them. within 24 hours of the  Build mutual relationships industry news  Select your sharing widgets  Equip blog with cool widgets carefully and make posting  Add RSS easy for users  Set user posting policies
  14. 14.  Social Media Directories  Social Bookmarking       StumbleUpon   Yahoo Buzz       Article Marketing Sites  Industry related sites   
  15. 15.  Social Media Widgets for easy share with smart “status” across social networks RSS feed and email sign-up widgets Create a Facebook page and drive fan traffic Optimize Twitter background image and contact information Create YouTube accounts with links back to blog Establish /Instagram account to show mission supported photos Create LinkedIn company profile with product and service information Add three – four tag clouds per article Strategically plan and build your categories Leverage multiple blogs with same content Ask for feedback from the reader Embed blog link in email signatures across the company
  16. 16.  Write as simply as possible Keep it short and juicy Plan and set writing schedule and keep it up to date List of topics to cover Scan the industry calendar Look for key phrases for ideas Establish editorial department Take advantage of inspirations and everyday experiences Plan “think pieces” Phase the content into multiple pieces Author how-to articles Add educational or professional articles Share your infographic and procedure checklists Create a top 3, 5, 10, or 20+ list Interview people in your industry from top to bottom Incorporate YouTube or podcast playable from site