the changing world of business blogging

The Changing World of Business Blogging: How to Make Your Blog Pay Off in 2012Twitter: #BusBlog

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Housekeeping

Today’s presenters

Jeff Ente Founder and editor of

"Who's Blogging What“@wbw_Jeff

Mark EvansPrincipal, ME Consulting

@markevans

Sheldon LevineCommunity Manager,

Marketwire + Sysomos@40deuce OR

@Sysomos

Where is blogging heading right now?

Actually, both sides are right

Some businesses don’t lend themselves to blogging and/or approach it incorrectly.

Others have found multiple benefits from a low-cost, low-risk activity.

Your business should be blogging if:

Your product/service can be interesting and engaging.

You value long-term customer relationships.

Getting found on the web is important to you.

IMPORTANT:

Before blogging another word, remind yourself of your unique perspective, the reason that someone would add you to his or her list of reading habits…

… and then think about what that ‘someone’ might be interested in talking about today.

IMPORTANT:

Common objectives of blogging

• Search engine robots like to see a continual stream of new content. People do, too.

• It provides fodder for social networking shares.

• It is a reason for existing customers to revisit your site and to become part of your community.

• Sales and Marcom materials are great, but blogging can speak to customers and prospects in a more intimate voice.

• You get to hear reactions without conducting a focus group.

Few key things to do/remember

• Figure out who will blog. Somebody should control the overall tone, but getting multiple voices involved is great. New staff members can be motivated to demonstrate their expertise and enthusiasm in the blog.

• Create a calendar for guideline purposes. What frequency seems right for your audiences? Are you properly preparing them for product enhancements? How do their needs change over time?

More things to do/remember

• Make sure that the search engines know who you are. You are not myblog.blogster.com or myblog.com. You are either mycompany.com/blog or blog.mycompany.com. Make sure that it is easy to navigate between the blog and the homepage.

• A good post will result in a conversation. Make sure that you always give the readers something that is worth responding to and include a ‘call to respond’ at the end of the post. Then try to keep the conversation going.

Still more things to do/remember

• Don’t forget the fun. If your company’s blog can’t have any fun, then your website is probably a real downer. Include videos, polls, contests, invite user submissions and don’t take yourself too seriously.

• Spark the sharing process. Include the sharing plug-ins for networks that seem relevant to your audience. Remember to post to your own followers. Make sure that it is easy to include a permanent link to your post.

Looks matter

Some advice from Cameron Chapman (@cameron_chapman) on effective blog design:

• Reflect your branding, but you don’t need to match your website perfectly.

• Go out of your way to make it readable and have a hierarchy of elements. Plan ahead for video and other rich media.

• Don’t forget comment design.

The blog’s new role as the content/social “hub”

Prospects &Customers

GreatBlog

ContentShares

Visits

Taking the right approach

A blog is not….

• A press release center

• Corporate propaganda

• About you

A place to tell great stories

Where do you get ideas?

Your Blog

Blogs

RSS

Newsletters

Google AlertsTwitter

Websites

Corporate news

Ideas come from different places

100 blog post ideas are easy

Promotion and distribution

Spread the word

Writing blog posts

Writing blog posts

How often?

Writing blog posts

How often?

Who writes them?

Writing blog posts

How often?

Who writes them?

Who edits/ approves them?

Writing blog posts

How often?

Who writes them?

Who edits/ approves them?

Who monitors them?

Making it reader friendly

• Use graphics, charts or photos• Short paragraphs• Grammar and spelling count• Provide links to other sources

Avoid the wall of text

Bites of content are easier to read

Blog post titles matter

Blog post titles matter

SEO Captures the Spotlight

Shows Personality

Comments matter

Comments, anyone?

Engagement

Feedback

Relationship

Ideas

Comments, anyone?

Thank you

www.marketwire.com

Jeff Ente Founder and editor of

"Who's Blogging What“@wbw_Jeff

Mark EvansPrincipal, ME Consulting

@markevans

Sheldon LevineCommunity Manager,

Marketwire + Sysomos@40deuce OR

@Sysomos