BLOGGING

John Carroll and Michael Accardi

WHAT? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

• Weblog• Chronicles information • Diary type commentary • Personal or Professional • Scope can be narrow or wide • Engaging

• Wordpress.org/Wordpress.com• Moveable Type• Blogger• Posterous• Tumblr

What? TOOLS B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

What? TOOLS B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

• One of the most popular blogging platforms• Wordpress products are free (with some pay features)• Fairly intimidating initially

WordPress.org• Software downloaded to personal computer• Non-Hosted

WordPress.com• Web-based • Hosted blog• Extensive overview to be done during workshop

WORDPRESS

What? TOOLS B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

• Offers the standard blogging features• Offers three distinct packages (Basic, Pro

and Advanced)• Non-hosted• Business blogging platform

MOVEABLE TYPE

What? TOOLS B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

• Google blogging platform• Full integration with other Google products

(AdSense and Google+)• Simple and easy-to-use• Offers Mobile customization options

BLOGGER

What? TOOLS B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

• Focused towards media sharing• Streamlined platform• Feels like a social media platform more than a

blogging service• Offers unique security features• Can use Google Analytics

POSTEROUS

What? TOOLS B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

TUMBLR

• Customizable templates (HTML and CSS)• Create personal templates • Analytics compatible • In between traditional and micro blogging • Option to host away from Tumblr server• Tumblr Tuesday and Unfollow Friday

What? TOOLS B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

What? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

B2B• Appeal to the long B2B selling process• Use the blog to make information easily available• B2B Blogging goals

• Brand awareness• Client engagement• Drive traffic

B2C• Develop a community• Create a brand experience and nurture loyalty• Focus on the community not the company

What? Tools B2B vs B2C PROFIT OR NOT?

Hosted vs Not RSS Blogging to

Market Resources Workshop

FOR-PROFIT• Community focus• Interaction

NOT-FOR-PROFIT• Donation Driver• Blog should be usable in case of disaster (Red Cross

Blog ex.)• Keep blogs simple and appealing

What? Tools B2B vs B2C Profit or Not?

HOSTED VS NON HOSTED RSS Blogging to

Market Resources Workshop

HOSTED

Pros• Free• Quick • User Friendly

Cons• Little design control • HTML/CSS limited (some)

NON HOSTED

Pros• Analytics friendly • Easier to monetize• Creative control

Cons• 3rd party required• Technical expertise needed

What? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

WHAT IS RSS?

• Rich Site Summary or Real Simple Syndication • XML based (Extensible Markup Language)• Used to consolidate content into one location (Reader)• Content distribution system • Free/easy promotion channel

What? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

SUBSCRIBERS

DESKTOP BASED • Mozilla Thunderbird• Opera• NetNewsWire (Mac)• Snownews (Linux)• RSSOwl (All)

WEB BASED • Google Reader • Yahoo Reader• Newsgator• Netvibes

What? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS Blogging to

Market Resources Workshop

MANAGEMENT

• Feedburner• WebPasties • FeedPass• Yahoo Pipes*

• Focus/Objectives• Influence • Content calendar • SEO/keywords • Elements of a blog • How often do you write• Social aspect?

What? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS BLOGGING

TO MARKET Resources Workshop

What? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS BLOGGING

TO MARKET Resources Workshop

FOCUS/OBJECTIVES

• What's YOUR goal?• What topics or fields are you interested in?• What's your perspective?• Who's your audience?

What? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS BLOGGING

TO MARKET Resources Workshop

What? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS BLOGGING

TO MARKET Resources Workshop

CONTENT CALENDAR

• Organize content schedule • Allocation of resources (people)• Satisfies objectives and maintains focus• Social channel management • Shareable

What? Tools B2B vs B2C Profit or Not?

Hosted vs Not RSS BLOGGING

TO MARKET Resources Workshop

What?

Tools

B2B vs B2C

Profit or Not?

Hosted vs Not

RSS

BLO

GGING

TO MARKET

Resources

Workshop

•Selection•Focus Target

•Do not change audiences•Stay the courseShifting?

•Easy to read•400-1000 wordsShort

What?

Tools

B2B vs B2C

Profit or Not?

Hosted vs Not

RSS

BLO

GGING

TO MARKET

Resources

Workshop

What?

Tools

B2B vs B2C

Profit or Not?

Hosted vs Not

RSS

BLO

GGING

TO MARKET

Resources

Workshop

What?

Tools

B2B vs B2C

Profit or Not?

Hosted vs Not

RSS

BLO

GGING

TO MARKET

Resources

Workshop

1. Rethinking Your Blogging Strategy

2. Make Your Blog Stick

3. RSS Toolbox

4. Blogging Toolbox

5. Focus

6. 10 Tips for Beginner Bloggers

7. Pushing Social

8. Creating a Company Blog

9. Getting More Traffic

10. Evolution of the Blogger

What?

Tools

B2B vs B2C

Profit or Not?

Hosted vs Not

RSS

Blogging to Market

RESOURCES

Workshop

• Wordpress account • Setting up your blog • Templates • Brainstorming your content• First post

What?

Tools

B2B vs B2C

Profit or Not?

Hosted vs Not

RSS

Blogging to Market

Resources

WORKSHOP