Presentation by Kate Carruthers @kcarruthers at WordCamp Sydney 2012 #wcsyd

1. Your Blog,
Your Brand
Tips for getting started
with your blog.
Kate Carruthers
July 2012 © 2012 Kate Carruthers | katecarruthers.com 1

2. Agenda
• My blogging background
• Communications context
• Key practices and
principles
• Tools and tips
July 2012 © 2012 Kate Carruthers | katecarruthers.com 2

3. Source: http://ashique47.deviantart.com/art/Don-t-Panic-and-Carry-a-Towel-208003765
Slides at: slideshare.net/carruthk
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4. Things have changed…
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5. Democratization
of
communication
Source: http://www.guardian.co.uk/media/2010/mar/07/rupert-murdoch-support-times
and
distribution
Source: http://www.theaustralian.com.au/media/risks-and-rewards-ahead-as-leaders-look-to-brighter-days/story-e6frg996-
1225884962472
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6. A digital revolution…
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7. A business revolution…
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8. Reputation
is now
established
and
maintained
online
Source: Did you know you’re naked? Your Online Reputation is showing
By Lori Gama
http://lorigama.wordpress.com/2009/08/24/did-you-know-youre-naked-your-online-reputation-is-showing/
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9. Personal Brand
Authenticity
Authority
Assurance
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10. It’s like a puppy
Don't get
one if you
can’t
look
after it
properly
July 2012 © 2012 Kate Carruthers | katecarruthers.com
10

11. Preparation
• Choose a blog name
• Get a WordPress blog
• Wordpress.com is fine to start
• Register your own domain
• Clean-up your online presence
• Setup social media and connect
it to your blog
July 2012 © 2012 Kate Carruthers | katecarruthers.com 11

12. Preparation
• If you want more control move
to self-hosted
• Self-hosted?
– Invest in a decent paid theme
– Lock down WordPress
– Get good hosting, don’t just go
cheap
July 2012 © 2012 Kate Carruthers | katecarruthers.com 12

13. Planning
• What are your goals for the
blog?
– Is it for money, promotion, burning
desire to write?
• Decide what kind of blog you
want
– Business, professional blog, or
personal?
July 2012 © 2012 Kate Carruthers | katecarruthers.com 13

14. Planning
• Who is your audience?
– What are their expectations?
• Devise content plan
– Copywriting, images, videos
• Setup blogosphere/news
monitoring
• Read up on copyright & defamation
July 2012 © 2012 Kate Carruthers | katecarruthers.com 14

15. Planning
• Define your rules of engagement
– Comment moderation, spam,
blogola, troll management
• Check the legal situation
– Domain names, business
registrations, insurance
July 2012 © 2012 Kate Carruthers | katecarruthers.com 15

16. Action
• Set up a blogging schedule
• Schedule clear time to blog
• Just write – frequency is as
important as quality
• Focus on perfection is your
enemy
July 2012 © 2012 Kate Carruthers | katecarruthers.com 16

17. Action
• Keep a list of ideas (carry it
with you)
• Thou shalt use proper HTML
heading tags
• Use white space
• Make it easy to read
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18. 5 Blogging Myths
1. Just build it and they will come
2. Daily blogging is essential
3. Comments are a good metric
4. You can easily make money
from blogging
5. Blogging takes up too much
time
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19. Favourite Plug-ins
• Akismet
• All in One SEO Pack
• Better Related Content
• Jetpack
• WordPress Editorial Calendar
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20. Favourite Plug-ins
• WP-PageNavi
• Simple Google Sitemap
• WordPress Database Backup
• Revision Control
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21. Blogging Resources
• Blogging: Darren Rowse
http://www.problogger.net/
• Personal Brand: Dan Schwabel
http://www.personalbrandingblog.com/
• Writing: Valerie Khoo
http://www.sydneywriterscentre.com.au/
• PR: Catriona Pollard
http://publicrelationssydney.com.au/
July 2012 © 2012 Kate Carruthers | katecarruthers.com 21

22. Thank-you
Feel free to contact me with
any questions or ideas
@kcarruthers
katecarruthers.com
July 2012 © 2012 Kate Carruthers | katecarruthers.com 22