Blogging for Business Growth

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Blogging for Business
Using a Blog to Promote and Grow Your Business


What is it?
• A combination of
“Web” and “Log”.

• Began in 1999.

• An interactive regular
newsletter, posted on a
website.


What is it?
• The act of creating,
composing and publishing
content.

• “74% of businesses with
fewer than 500 employees
use Web 2.0 technologies.
Blogs are the most-used
technology, being employed
by 87% of
respondents.” (report by
Awareness)


Current Business Uses


 Announce Product Releases and Company News.


 Get Feedback from Customers.


 Create Quality Content -> Credibility and Visibility.


 Create Quality Content -> Credibility and Visibility.
 Create Buzz


Blogs and SEO
• Blogs are a terriﬁc way to grow trafﬁc to your website, for
several reasons.


5 Ways Blogging Can Increase Your Rank

1. Consistent, quality content.

• If you update your blog on a consistent basis, you will
continue to develop more and more content.


2. Links in and Links Out
• Put relevant links in your posts.

• Useful to readers

• Increase search ranking


2. Links in and Links Out
• Put relevant links in your posts.

• Useful to readers

• Increase search ranking

• Quality Content + Relevant Links = Incoming Links


3. Good Page Structure
• Blogs are automatically formatted with excellent page
structure, and can be easily indexed by search engines.


4. Effective Keywords
• Relevant blog posts = more important keywords.


4. Effective Keywords
• Relevant blog posts = more important keywords.

• Blogs also make it easy to highlight the truly important
keywords.
– Blog Post Titles

– Headings

– Categories/Tags


5. Blog Comments
• You can enable comments on most blogs.

• Receive help from your audience – they are writing content
for your site!

• Commenters may also post some relevant outgoing links.


Building Your Blog
1. Choose a focus and a style.


Building Your Blog
 Focus - What will you write about on your blog?
 Informational Resource?

 Company Information?

 Customer Service?


Building Your Blog
 Style - What writing style will you use?
 Professional?

 Casual/Personable?

 Technical?


Building Your Blog

2. Choose Blogging Platform.


http://en.wordpress.com/signup/


https://www.blogger.com/start


http://www.typepad.com/


Joomla Component: MyBlog


Building Your Blog


3. Manage a Team

4. Write Quality Posts


Effective Blog Posts
 Compelling Headline
 On average, 5 times as many people read the headline as the
body copy.


5 Headline Templates That Work Consistently


5 Headline Templates That Work Consistently

 Warning: [blank]
 How [blank] Made Me [blank]
 Use when relating a personal story.

 The two "blanks" should sound curious to be related to one another, increasing the
curiosity factor.

 Are you [blank]?
 [Blank] Ways to [blank]
 If You're [blank], You Can [blank]
 First blank addresses a particular type of person

 Second blank addresses a beneﬁcial promise to that person.


 On average, 5 times as many people read the headline as the body
copy.


 On average, 5 times as many people read the headline as the body
copy.

 Write in conversational tone (no jargon).
 Short and Sweet...usually.
 Make Text Scannable
 Lists

 Bold words

 Add Hyperlinks within Text


Building Your Blog


3. Manage a Team


Building Your Blog


3. Manage a Team

4. Write Quality Posts

5. Blog Maintenance (writing frequently)


Blog Maintenance
 Blogger Burnout - When blogging responsibilities
become too overwhelming, and individuals or teams
basically abandon their blog.


Blog Maintenance
 Good blogs -> updated at least once every other week.


Blog Maintenance
 Good blogs -> updated at least once every other week.
 Use team structure to reduce burden.


Promoting Your Blog
 Directories
 Paid Inclusion

 Free (Open) Inclusion

 Special Interest Inclusion


Best of the Web - Paid Inclusion
http://botw.org/


Bloggapedia - Free Inclusion
http://www.bloggapedia.com/


The Ethical Duck - Special Interest Inclusion

http://ethicalduck.co.uk/


Promoting Your Blog
 Technorati Pings
 Alerts Technorati every time you update new content
(ping).


Technorati - World’s Most Popular Blog Site


Promoting Your Blog
 Technorati Pings
 Alerts Technorati every time you update new content
(ping).

 Blog Carnivals
 Blog event dedicated to a particular topic, published on a
regular schedule.


Conclusion


Conclusion
 Blogs can be a terriﬁc business tool if used
correctly.
 Think about how blogging could be implemented
by your business to increase sales, visibility, and
brand awareness.

Blogging for Business Growth

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