the business of blogging

The Business of Blogging


Topics We Will Cover…

What is a Blog?

Why is Blogging Important?

Who Reads Blogs? (RSS Readers, Wireless, etc.)

What Can You Accomplish by Blogging?

What Should You Blog About?

Setting Up Your Blog? (integration)

Broadcasting Your Blog (RSS, Social Media, etc.)

Managing Your Blog (policies, scheduling, responding, etc.)

Considerations


What is a Blog?

Open Communication Between You & Your Customers

Frequently Updated Content

News, Articles, Press Releases, Announcements

Types of Content: Posts, Video, Audio, etc.

Content is Organized by Date, Category, and Tags

Readers (Audience) Interact w/ Your Content w/ Comments

Comments = Open Discussion w/ Your Audience

Blog Content is Portable (RSS): Readers, Social Networks,

Websites, Email Subscriptions, etc.


Why is Blogging Important?

Open Communication Between You & Your Customers

Great Exposure for Your Business (Syndication, Social, etc.)

Consumers Today Expect a Corporate Blog

Your Customers Want to Interact w/ You

Compared to Your Existing Web Presence, Blogging adds:

• An Easy Way to Publish Fresh Content

• An Easy Way to Publish Announcements

• An Easy Way to Publish News Releases

Your Blog Should Be the Hub of Your Social Media Strategy

• Push Content to Facebook, Twitter


Who Reads Blogs?

Existing Customers

Potential Customers (Product Research)

Your People (Vendors, Sales Force, Internal Personnel)

Blog Readership is Constantly on the Rise!

Blogs Are Replacing Industry Specific Publications

• Newspaper Readership is on the Decline

• Wireless Devices Make Blog Content Accessible

• RSS Syndication Makes Your Blog Content Portable

• Wireless Devices

• Email Subscriptions

• RSS Readers

• Social Networks


What Can You Accomplish By Blogging?

Better Relationship w/ Existing Customers

Reach Potential New Customers

Improve Your Search Engine Visibility

Improve Your Social Media Saturation (Facebook, Twitter)

Promote Your Products & Services

Provide Support for Your Products & Services

Gain Consumer Input on Your Products & Services

Increase Your Brand Recognition

Give a Voice to Your Organization


What Should You Blog About?

Your Products & Services

Future Products & Service Offerings

Your Company’s Vision / Direction

Your Industry (Changes, Trends, Challenges, etc.)

News and Press Releases

Employment Opportunities

Upcoming Promotions or Special Pricing

Support Related Topics for Your Products, Services


Setting Up Your Blog:

Run in Tandem w/ Your Existing Web Presence (Static Content)

Run on Same Domain, Subdomain as Your Existing Website

Headlines Should be Accessible from Your Home Page

Categories & Tags Should be Accessible from Your Home Page

Your Existing Site Search Should Incorporate Blog Content

Avoid Free Blog Hosting Solutions (Blogger, Wordpress.com)

• We Recommend Wordpress, TypePad, etc.

• We Recommend Managed Hosting (Updates, Patches)

Automate Twitter and Facebook Feeds (RSS)


Broadcasting Your Blog: (RSS, Social Media)

Automate Twitter and Facebook Feeds (RSS)

Post Your Content to Social Bookmarking Sites (Digg, Delicious)

Share Your Content in Newsletters

Promote Subscriptions w/ Your Blog’s RSS Feed

• Email Subscriptions (Feedburner)

• Feed Readers, Aggregators

• Mobile Devices (RSS Readers)

Reference Your Blog in Your Static Content (Corporate Website)

Consider Special Promotions, Contests

Share Your Content w/ Industry Related Publications

Purchase Advertising on Industry Related Publications


Managing Your Blog:

Setup Internal Blogging Policies

Establish Internal Users (Administrators, Editors, Contributors)

Delegate Responsibilities (Comments, Writing, etc.)

Setup a Schedule for Publishing Content (Be Consistent)

Respond to Reader Comments Quickly

Organize Your Content (Categories, Tags)

Conduct Quarterly Reviews to Track Progress (Analytics, etc.)

What Are Your Competitors Doing?


Considerations:

Start Slow, Take Baby Steps!

Look at Your Competitors, What Are They Doing?

Play to Your Audience (What Are Your Readers Wanting?)

Sometimes Less is More! (Get to the Point)

Keep it Interesting! (Incorporate Video, Audio, Maps, etc.)

Don’t Expect Overnight Results!

Promote Your Blog Every Opportunity You Have…

Encourage Staff & Vendors to Participate

the business of blogging

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