and now you want us to blog too tech 2011

And Now You Want UsTo Blog, Too?

Deirdre Reid, CAEApril 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 = SolutionWhat 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

AwarenessAuthority

Blog = SolutionKnowledge Hub

News and Info OpinionAnalysis Education

Blog = SolutionThought Leader

Public relations AwarenessMyth-busting Personality

Blog = SolutionAdvocacy

Illustrate InfluenceMotivate Organize

Blog = SolutionMarketing

EventsMembership Products

Blog = SolutionCommunity

Spotlight Entertain Engage

Selling a Blog to Your Board

CEO as change agentAvoid jargonSell solution

Sell the benefits

First Things First1. Know your objectives.2. Know your audiences and their

needs and aspirations.3. Listen and learn.4. Create a content strategy.

Identify Your Audience(s)MembersAttendeesProspects

InfluencersPolicymakers

Media

What problems can you solve?

What knowledge gaps can you fill?

What interests can you pique?

“People always swarm tothe most efficient

solution to their problems.”

Get the Lay of the LandSubscribe to other blogs – Google Reader Pay attention to:

TopicsFrequencyVoiceInteractionAuthors

Find your voiceBlogs are different.

Blogs are social.

Be real. Be human.Tell a story.

The Hunt for ContentIdentify categoriesInventory contentBrainstorm ideas

Content iseveryone’s job

Content IdeasNews & Analysis OpinionHow-to’s Weekly roundupsReports from… Q&AsVideos Behind the scenesSuccess stories Guest spotsDepartments

Young professionals CEO columnIndustry niches SpotlightTips Newbie questions

Content CollectorsReuse

RepurposeRecycle

Piggyback

Content Cure-ation

Be a curator

The Talent

Staff Members

GuestsFreelancers

Editorial Calendar

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

Make It WorkAlways 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 pressureRegular schedule/appointment

Repeated exposure in a short time period

Social MarketingRSS and email subscriptions

Share toolsBlog comments elsewhere

Facebook page updatesLinkedIn group feed

Tweet posts

Traditional MarketingWebsite real estateMembership and

event collateralEmail sigs

Newsletters

How do you define success?Think about metrics….

…but don’t obsess.…keep it simple.

Questions?Deirdre Reid, CAE

deirdre.reid.nc@gmail.com@deirdrereid

http://deirdrereid.comhttp://grabbingthegusto.com