business blogging dec 2011
DESCRIPTION
Learn blogging best practices - subject headers that stand out, using words that get noticed, and more. You'll leave with a better understanding of how to get as much mileage out of your online words as possible.TRANSCRIPT
� Introduc)ons � What is a blog? � Why should you have one? • How to generate blog content • How to Op)mize Your Blog • How to Promote Your Blog • How to Measure Your Blog • Best Prac)ces • 4 Case Studies
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Topics
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What is a blog? � Blog = ‘web log’ � A website or part of a website updated with new content periodic basis.
� Usually maintained by an individual or individuals with regular entries of commentary, descrip)ons of events, or other material such as graphics or video.
� Long-‐term marke)ng asset that will bring traffic to your business
� Can be setup within minutes online using Wordpress or other blogging soQware.
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Wordpress � Wordpress.org � Install soQware onto your server � Select theme (template), or create custom design
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Why Should You Have a Blog? � Nearly 40% of US companies use blogs for marke)ng purposes.
� Companies that blog have 55% more website visitors
� B2C companies that blog get 88% more leads per month than those that don’t
� B2B companies that blog get 67% more leads per month than those that don’t
Source: Hubspot eBook on Blogging, 2011 11
Why Should You Have a Blog? � Over 57 million Americans read blogs � Technora) is currently tracking over 70 million blogs � Over 120 thousand blogs are created every day � There are over 1.4 million new blog posts every day � 22 of the 100 most popular websites in the world are blogs
� 51% of blog readers shop online � Blog readers average 23 hours online each week Source: BlogWorldExpo.com
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Why Should You Have a Blog? � 83% of corporate bloggers saw a traffic increase to their site
� 51% took less than 1-‐2 months from ini)al concept to launch of blog
� 88% saw a boost in search engine ranking within 3 months of launch
� 62% saw an increase in sales within 3 months of launch Source: Backbone Media Business Blogging Survey
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Why Should You Have a Blog?
Why Should You Have a Blog? � Blogging boosts your ranking on Google searches – the more blog posts you publish the be`er
� Establishes you as a thought leader – helps earn people’s trust and stay top-‐of-‐mind for your community
� Gives you a plaborm to place calls-‐to-‐ac)on – you can ask people to a`end a fundraiser or community event, donate, etc.
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Genera)ng Blog Content � Brainstorming � Editorial Calendar � Repackaging � Guest Blogging � Cura)on � Events and Calendar � Original Content 16
Brainstorming � What will my blog be about? � What are the goals of my organiza)on?
� What is my area of exper)se? � What are my professional interests?
� Who else will contribute on a regular basis?
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How OQen Will I Blog?
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How Will I Organize My Blog?
� Decide on content categories � Look at the calendar � Commit to pos)ng 2-‐3 )mes per week and build from there
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Editorial Calendar � An editorial calendar helps plan both the subject ma`er and frequency for blog posts for 3-‐6 months � Maintains balance among different kind of posts
� Keeps bloggers on schedule and pos)ng regularly
� Provides structure and flexibility
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Repackage Exis)ng Content � Look to your employees and staff
� Repurpose internal and external communica)ons materials
� Provide resources for the communi)es you serve
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Guest Blogging � Generate a list of poten)al guest bloggers
� Invite collaborators to write � Keep the focus on their projects and organiza)ons
� Maintain the rela)onship by referencing the organiza)on in future blog posts
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Cura)on � Research bloggers who are a part of your space � Katya Andresen, Network for Good � Beth Kanter, Beth’s Blog � Allison Fine, A Fine Blog � Seth Godin, Seth’s Blog � Sasha Dichter � Many, many others
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Cura)on � Research bloggers outside your space
� Personal interests � Subjects that might interest the clients with whom you work
� Hobbies � Local informa)on � Anything par)cularly well-‐done or inspira)onal
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Cura)on
� Set up a blog reader to keep current on posts from favorite blogs (e.g. Google Reader, etc.)
� Check your reader every morning when you check your e-‐mail
� Flag relevant posts
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Cura)on
� Share content in a )mely manner � Add insight and value � Make the content relevant for your readers � Start a conversa)on
� Always, always, always a`ribute the material and ideas to the original author
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Events and Calendar
� Focus blog posts on key events in your organiza)on’s calendar year
� Incorporate major holidays � Don’t forget seasonal issues that affect your work and your clients e.g. the start of the school year
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Original Content
� Start with the basics – introduc)on, mission statement for the blog
� Keep it short – 200-‐300 words � Maintain a running list of ideas � Don’t expect perfec)on
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Original Content � Voice � Personality � Less formal expression � Opinions � Fun!
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Exercise – Part 1 � Brainstorm 4 ideas for blog posts � Brainstorm 4 sources for blog posts for your organiza)on
� Read them out loud and we’ll discuss
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How to Op)mize Your Blog � Need to op)mize to grab people’s a`en)on and rank well with search engines
� Search engines scan each page of your website looking for clues about what topics you cover, and at the back-‐end code for important tags and descrip)ons
� Your ranking on the search engine results page is determined by how relevant and authorita)ve your website is determined to be
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How to Op)mize you Blog � Keywords -‐ a cri)cal component to SEO is selec)ng the right keywords.
� Select 7 to 10 words or phrases that best describe your business and services. Ensure each page of your website is op)mized around those keywords. � Be specific – child care, not general – nonprofit
� For example: � Store sells shoes and wants website to rank for “shoe store”
� Be`er bet to op)mize for “red tennis shoes with velcro” 40
How to Op)mize you Blog � Each blog post should focus on a specific topic, and should include the appropriate keywords. Be sure to engage readers but also op)mize each ar)cle.
� Images – make sure image file names describe the picture and that each image has a descrip)ve blurb (alt tag)
� Headline tags – Use keywords in your blog post headlines � Internal linking – Within your blog post, link to other pages on your website
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How to Op)mize Your Blog � Include social media sharing bu`ons on every post
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Blog Op)miza)on Con)nued � Include compelling images that convey the blog post – photograph, graphic, infographic
� Eye-‐catching and op)mized )tles capture the readers’ a`en)on and en)ce them to view your post � Be clear and direct – 12 quick )ps … � Create Urgency – Last chance to … � How-‐To’s – How to get started with Facebook ads … � How Not To – Avoid these piballs …
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Blog Op)miza)on Con)nued � Be controversial (but not too controversial) – these posts spark discussion and debate
� Be simple, keep )tles brief and concise -‐ A look at Google+
� Be newsworthy – relevant breaking news-‐type post perform well
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Blog Op)miza)on Con)nued � Formatng is important – break up blocks of text into chunks, readers scan subheaders, bold text and bullet points.
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Blog Op)miza)on Con)nued � Calls-‐to-‐ac)on
� Well constructed blog post should always include in-‐text links to other resources – point these links to events and opportuni)es (ability to donate, a`end an event)
� The top and sidebar of your blog homepage can contain call-‐to-‐ac)on banners or bu`ons
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Blog Op)miza)on Con)nued � Solve a problem – people share a post with others because of the insight it provides to solve a problem
� Use metaphors as a valuable way to generate more interest in a subject
� Be entertaining – have fun � Take a stand – be clear, direct and defini)ve – be the expert on your topic
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Exercise – Part 2 � Think about 7 to 10 keywords that are most relevant to your organiza)on and the services you provide.
� Read them out loud and we’ll discuss
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How to Promote Your Blog
“A blog is much easier to promote if it has been op)mized for success.” Hubspot eBook on Blogging, 2011
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How to Promote Your Blog � As discussed before – compelling )tles, images, make it easy to share
� Leverage your exis)ng connec)ons to create new rela)onships – reach out to influen)al bloggers in your field to a`racted their a`en)on through men)ons on your blog and social media � Create an opportunity for them to share your blog posts across their networks
� Create link-‐building opportuni)es
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Promo)ng Your Blog Con)nued � Social sharing – we discussed the sharing bu`ons, but you also need to publish your post to Facebook, Twi`er, LinkedIn and Google+
� Events and Presenta)on – if you are presen)ng refer your audience to your blog for further info
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Promo)ng Your Blog Con)nued � Update all your business materials (business card, email signature, etc.) to include your blog url
� Run a contest to a`ract a`en)on – have readers like you on Facebook in order to be eligible, use your email list
� Blog directories –submit your blog to the top directories (bestoQheweb.com, bloggeries.com, blogged.com, etc.)
� Social Bookmarking – submit your posts to social bookmarking sites (Digg, Reddit, Tumblr)
� Create a video and post to YouTube (link to the blog) to reach a different audience
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How to Measure Your Blog � Visitors – the count of people who actually read your blog content, but be`er to look at data by individual blog ar)cles
� Leads – analyze at what rate these “leads” convert to customers/donors/volunteers (compared to other marke)ng channels)
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Measuring Your Blog Con)nued � Subscriber Count – Look at how many people subscribe to your blog
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Measuring Your Blog Con)nued � Tracking Inbound Links – when another website links to a page on your website that’s an inbound link.
� Blog posts normally are great at genera)ng inbound links � Look at how many inbound links your blog posts a`ract – different topics will vary the number of inbound links they drive
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Measuring Your Blog Con)nued � Monitor social media shares – look at the historical social media shares for your blog posts to determine what types of posts get the most short-‐term traffic from social media
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Exercise
� Write sample blog post
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Best Prac)ces � Create relevant, valuable content and determine the best methods to publicize it
� Write about your industry, best prac)ces, answer ques)ons
� Ask readers what they to read about, and the format (e.g., text vs. video)
� Connect your blog to your website
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Examples
� Katya Andresen � Capstone Connect � Holland Bloorview Kids Rehabilita)on Hospital � Adopt-‐a-‐Pet.com
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Katya Andresen
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Why It Works
� Individual vs. Organiza)onal Blog � Strong Images � Broad topics � Useful How-‐to
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Capstone Connect
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Why It Works
� Strong Organiza)on � Clear content categories � Different voices from around the organiza)on
� Eclec)c, oveat posts show personality � Varied and interes)ng content
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Holland Bloorview
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Why It Works
� Targeted Audience – Parents of Children with disabili)es
� Excellent Cura)on � Go-‐to Resource in its community
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Adopt A Pet
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Why It Works
� Highlights the work of others � Many guest bloggers � Informa)on rich posts � High frequency
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