Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

YouToo 2011 - Amber Zent - Blog Development

1,512 views

Published on

Amber Zent, account supervisor, Marcus Thomas LLC

Published in: Education, Technology, Business
  • Login to see the comments

  • Be the first to like this

YouToo 2011 - Amber Zent - Blog Development

  1. 1. Amber Zent, APR<br />Blogging for Business 101<br />
  2. 2. Not As Simple As It May Seem<br />
  3. 3. Evolution of Blogs<br />
  4. 4. From Upstart to Mainstream<br />Today<br />1990s<br />BLOG?<br />BLOG!<br />
  5. 5. THE BLOGOSPHERE IS HUGE <br />
  6. 6. With Popularity, Comes Credibility<br />
  7. 7.
  8. 8. … And Even Celebrity<br />
  9. 9.
  10. 10. To Blog or Not To Blog …<br />
  11. 11. For companies, blogs result in higher brandawareness, site traffic, lead generation and new and repeat sales than Facebook or Twitter. <br />
  12. 12. Which of the following statements describe how your blog <br />has helped your business?<br />
  13. 13. First Things First<br />Begin with your communication objectives.<br />What are you trying to accomplish?<br />Does it make sense or is it forced?<br />How can a blog contribute to overall business success?<br />
  14. 14. I bet you think this blog is about you …<br />
  15. 15. … but it should be about your audience.<br />
  16. 16. Know Your Audience<br />Blog audience ≠ typical customer base<br />How do your customers get information?<br />What are your competitors doing in the space?<br />
  17. 17. Know Your Organization<br />Honestly examine your business.<br />Is it about stroking egos?<br />Are you able to let go of corporate speak?<br />Can you handle criticism?<br />Is there time and money to devote to a blog?<br />Is your organization flexible/nimble?<br />Does life without layers of legal approval frighten you?<br />Are you willing to stick it out?<br />Are you willing to be transparent?<br />
  18. 18. The 10 Commandments of Blogging<br />You must be married to it. <br />Cheap looks cheap. <br />People want to interact with people. <br />You can influence the conversation, but you can’t control it. <br />Selling and blogging don’t mix. <br />Blog traffic isn’t just magically generated. <br />Don’t ask too much of your readers. <br />If you can’t take the heat …<br />Competitors will read your blog. Get over it. <br />A blog is not a substitute for a communications plan. <br />
  19. 19. Major Considerations<br /><ul><li>Location
  20. 20. Resources
  21. 21. Content and design
  22. 22. Promotion
  23. 23. Measurement</li></li></ul><li>Location<br />
  24. 24. www.YourBusiness.com<br />
  25. 25.
  26. 26. Resources<br />
  27. 27. Resources<br />Do you have content? <br />Do you have the channels to promote it? <br />Do you have the time and budget? <br />
  28. 28. Content and Design<br />
  29. 29. What Makes Good Content? <br />
  30. 30. Start with a Purpose<br />What’s your story?<br />
  31. 31. Now, How Are You Going to Tell It? <br />Voice/tone<br />Editorial calendar<br />Comment management<br />Challenges<br />
  32. 32. Marry Content and Design<br />Weave in your brand <br />Think about your audience<br />
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37. Promotion<br />
  38. 38. Where Should You Promote? <br />EVERYWHERE<br />www.yourwebsite.com<br />
  39. 39. How Content and Promotion Work Together<br />Spike in Twitter volume leads to topical blog post<br />Twitter<br />Blog<br />Posts linked/promoted via Twitter<br />
  40. 40. Measurement<br />
  41. 41. Measuring Success<br />Traffic<br />Referrals<br />Interaction<br />
  42. 42. Not for You?<br />
  43. 43. Blogger Outreach<br />
  44. 44. E-Newsletter<br />
  45. 45. Facebook/Twitter<br />
  46. 46.
  47. 47. Questions?<br />

×