This presentation will teach you everything you need to get started blogging for business. We'll give you plenty of practical advice, answering questions like…
* What should I blog about?
* What blogging platform should I use?
* How often should I blog?
* Can I really make money doing this?
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Blogging for Business
Using a Blog to Promote and Grow Your Business
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Table of Contents
1. What is Blogging?
2. Why Should I Blog?
3. How Should I Blog?
1. What to Write
2. How to Write
4. Promoting Your Blog
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What is it?
A combination of
“Web” and “Log”.
Began in 1999.
An interactive regular
newsletter, posted on
a website.
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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)
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4 Reasons to Blog
1. Improve Search Engine Rankings
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4 Reasons to Blog
1. Improve Search Engine Rankings
2. Engage with Customers/Prospects
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4 Reasons to Blog
1. Improve Search Engine Rankings
2. Engage with Customers/Prospects
3. Create a Resource for Customers/Prospects
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4 Reasons to Blog
1. Improve Search Engine Rankings
2. Engage with Customers/Prospects
3. Create a Resource for Customers/Prospects
4. Establish Thought Leadership
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Improve Search Engine Rankings
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.
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Improve Search Engine Rankings
5 Ways Blogging Can Increase Your Rank
3. Good Page Structure
Blogs are automatically formatted with excellent page
structure, and can be easily indexed by search
engines.
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Improve Search Engine Rankings
5 Ways Blogging Can Increase Your Rank
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
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Improve Search Engine Rankings
5 Ways Blogging Can Increase Your Rank
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.
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Engage with Customers/Prospects
Enable comments to allow for customer interaction.
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Establish Thought Leadership
Writing good, relevant posts in your industry can
establish thought leadership
Become recognized as an expert in your field.
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Building Your Blog
1. Choose a focus and a style.
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Building Your Blog
Focus - What will you write about on your blog?
Informational Resource?
Company Information?
Customer Service?
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Building Your Blog
Style - What writing style will you use?
Professional?
Casual/Personable?
Technical?
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Building Your Blog
1. Choose a focus and a style.
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Building Your Blog
1. Choose a focus and a style.
2. Manage a Team
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Building Your Blog
1. Choose a focus and a style.
2. Manage a Team
3. Write Quality Posts
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Effective Blog Posts
Compelling Headline
On average, 5 times as many people read the headline as the
body copy.
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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.
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Effective Blog Posts
Compelling Headline
On average, 5 times as many people read the headline as the body
copy.
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Effective Blog Posts
Compelling Headline
On average, 5 times as many people read the headline as the body
copy.
Write in conversational tone (no jargon).
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Effective Blog Posts
Compelling Headline
On average, 5 times as many people read the headline as the body
copy.
Write in conversational tone (no jargon).
Short and Sweet...usually.
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Effective Blog Posts
Compelling Headline
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
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Effective Blog Posts
Compelling Headline
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
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Building Your Blog
1. Choose a focus and a style.
2. Manage a Team
3. Write Quality Posts
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Building Your Blog
1. Choose a focus and a style.
2. Manage a Team
3. Write Quality Posts
4. Blog Maintenance (writing frequently)
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Blogger Burnout - When blogging responsibilities
become too overwhelming, and individuals or teams
basically abandon their blog.
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Blog Maintenance
Good blogs -> updated at least once every other week.
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Blog Maintenance
Good blogs -> updated at least once every other week.
Use team structure to reduce burden.
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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post
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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post
2. Submit to Directories
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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post
2. Submit to Directories
3. Technorati
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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post
2. Submit to Directories
3. Technorati
4. Blog Carnivals
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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post
2. Submit to Directories
3. Technorati
4. Blog Carnivals
5. Social Media
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Promoting Your Blog
Get Involved - Follow
Find most relevant blogs in your industry/niche.
Subscribe via RSS.
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Promoting Your Blog
Get Involved - Follow
Find most relevant blogs in your industry/niche.
Subscribe via RSS.
RSS - Really Simple Syndication (allows
you to ‘pull’ blog posts to you)
52. Popular RSS Readers
NewzCrawler (PC)
http://www.newzcrawler.com/
NetNewsWire (Mac)
http://netnewswireapp.com/
Google Reader (Internet)
http://www.google.com/reader
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Promoting Your Blog
Get Involved - Comment
Comment on blogs with relevant thoughts
Don’t Spam!
Add value to increase thought leadership, catch
attention of other bloggers.
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Promoting Your Blog
Get Involved - Guest Post
Contact blog author - ask to write a guest post.
Terrific way to gain credibility.
Get a link back to your site!
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Promoting Your Blog
Directories
Paid Inclusion
Free (Open) Inclusion
Special Interest Inclusion
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Best of the Web - Paid Inclusion
http://botw.org/
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The Ethical Duck - Special Interest Inclusion
http://ethicalduck.co.uk/
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Promoting Your Blog
Technorati Pings
Alerts Technorati every time you update new content
(ping).
Sign up for an account at Technorati
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Promoting Your Blog
Blog Carnivals
Blog event dedicated to a particular topic, published on a
regular schedule.
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Promoting Your Blog
Coordinate Social Media/Email Marketing
Write a Blog Post
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Promoting Your Blog
Coordinate Social Media/Email Marketing
Write a Blog Post
Send a Tweet
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Promoting Your Blog
Coordinate Social Media/Email Marketing
Write a Blog Post
Send a Tweet
Add to Facebook Fan Page
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Promoting Your Blog
Coordinate Social Media/Email Marketing
Write a Blog Post
Send a Tweet
Add to Facebook Fan Page
Add to Delicious/StumbleUpon/etc.
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Promoting Your Blog
Coordinate Social Media/Email Marketing
Write a Blog Post
Send a Tweet
Add to Facebook Fan Page
Add to Delicious/StumbleUpon/etc.
Email Newsletter
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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.
Notes de l'éditeur
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