And Now You Want Us To Blog Too?

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Deirdre Reid

Blogging for associations - benefits, strategy, content and making it work.

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And Now You Want UsTo Blog, Too? Deirdre Reid, CAE April 15, 2011 Association Executives of North Carolina

Here’s What You Need to Know Why the effort will be worth it. How to do it right from the start. How to get content. How to make it all work.

Blog = Solution What do you hope to accomplish with your blog? Identify objectives it will help your association and your members achieve.

Blog = Solution SEO = Search Engine Optimization Awareness Authority

Blog = SolutionKnowledge Hub News and Info Opinion Analysis Education

Blog = SolutionThought Leader Public relations Awareness Myth-busting Personality

Blog = SolutionAdvocacy Illustrate Influence Motivate Organize

Blog = SolutionMarketing Events Membership Products

Blog = SolutionCommunity Spotlight Entertain Engage

Selling a Blog to Your Board CEO as change agent Avoid jargon Sell solution Sell the benefits

First Things First Know your objectives. Know your audiences and their needs and aspirations. Listen and learn. Create a content strategy.

Identify Your Audience(s) Members Attendees Prospects Influencers Policymakers Media

“People always swarm to the most efficient solution to their problems.” What problems can you solve? What knowledge gaps can you fill? What interests can you pique?

Get the Lay of the Land Subscribe to other blogs – Google Reader Pay attention to: ,[object Object]

The Hunt for Content Identify categories Inventory content Brainstorm ideas Content is everyone’s job

Content Ideas News & Analysis Opinion How-to’s Weekly roundups Reports from… Q&As Videos Behind the scenes Success stories Guest spots Departments Young professionals CEO column Industry niches Spotlight Tips Newbie questions

Content Collectors Reuse Repurpose Recycle Piggyback

The Talent Staff Members Guests Freelancers

Editorial Calendar Match to meeting, marketing and legislative calendars. Be consistent with frequency.

Make It Work Always collect, scout and repurpose. Respect writing time. Set timer and disconnect. Take breaks. Let it flow. Keep it short.

Comments “Err on the side of conversation.”

If you build it, will they come? Build blog reading habits External/social pressure Regular schedule/appointment Repeated exposure in a short time period

Social Marketing RSS and email subscriptions Share tools Blog comments elsewhere Facebook page updates LinkedIn group feed Tweet posts

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And Now You Want Us To Blog Too?

1. And Now You Want UsTo Blog, Too? Deirdre Reid, CAE April 15, 2011 Association Executives of North Carolina

2. Here’s What You Need to Know Why the effort will be worth it. How to do it right from the start. How to get content. How to make it all work.

3. Blog = Solution What do you hope to accomplish with your blog? Identify objectives it will help your association and your members achieve.

4. Blog = Solution SEO = Search Engine Optimization Awareness Authority

5. Blog = SolutionKnowledge Hub News and Info Opinion Analysis Education

6. Blog = SolutionThought Leader Public relations Awareness Myth-busting Personality

7. Blog = SolutionAdvocacy Illustrate Influence Motivate Organize

8. Blog = SolutionMarketing Events Membership Products

9. Blog = SolutionCommunity Spotlight Entertain Engage

10. Selling a Blog to Your Board CEO as change agent Avoid jargon Sell solution Sell the benefits

11. First Things First Know your objectives. Know your audiences and their needs and aspirations. Listen and learn. Create a content strategy.

12. Identify Your Audience(s) Members Attendees Prospects Influencers Policymakers Media

13. “People always swarm to the most efficient solution to their problems.” What problems can you solve? What knowledge gaps can you fill? What interests can you pique?

14.

15. Frequency

16. Voice

17. Interaction

18.

19. The Hunt for Content Identify categories Inventory content Brainstorm ideas Content is everyone’s job

20. Content Ideas News & Analysis Opinion How-to’s Weekly roundups Reports from… Q&As Videos Behind the scenes Success stories Guest spots Departments Young professionals CEO column Industry niches Spotlight Tips Newbie questions

21. Content Collectors Reuse Repurpose Recycle Piggyback

22. Content Cure-ationBe a curator

23. The Talent Staff Members Guests Freelancers

24. Editorial Calendar Match to meeting, marketing and legislative calendars. Be consistent with frequency.

25. Make It Work Always collect, scout and repurpose. Respect writing time. Set timer and disconnect. Take breaks. Let it flow. Keep it short.

26. Comments “Err on the side of conversation.”

27. If you build it, will they come? Build blog reading habits External/social pressure Regular schedule/appointment Repeated exposure in a short time period

28. Social Marketing RSS and email subscriptions Share tools Blog comments elsewhere Facebook page updates LinkedIn group feed Tweet posts

29. Traditional Marketing Website real estate Membership and event collateral Email sigs Newsletters

30. How do you define success? Think about metrics…. …but don’t obsess. …keep it simple.

31. Questions? Deirdre Reid, CAE deirdre.reid.nc@gmail.com @deirdrereid http://deirdrereid.com http://grabbingthegusto.com