what you need to know to start a business blog
DESCRIPTION
Thinking of starting a blog? Here's what you need to know to start, feed and sustain it.TRANSCRIPT
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Blogging for Business What You Need to Know to Get Started
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Blog ReadershipBlog Readership
Source: e-Marketer
In 2008, 45% of the US internet population
read blogs on a monthly basis.
In 2013, 58% of the US internet population is
projected to be reading blogs on a monthly basis.
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In 2008, 13% of the US internet populationcreated or maintained a blog.
By 2013, 17%
of the US
internet
population will
be blogging. Source: e-Marketer, blogs updated at least once every 3 months
Blog CreationBlog Creation
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128 million people
in the US will be reading blogs on a
monthly basis.
38 million people in the
US will be blogging.
Both stats reflect a
50% increase over current levels.
By 2013…By 2013…
Source: e-Marketer
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So, what IS a blog?So, what IS a blog?
A tool that allows you to quickly and easily create and publish new content.
Allows readers to leave feedback on that content, as well as react to feedback from other readers.
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Google loves blogs, which can be good, or bad
Wal-Mart Blog Results
Posts from other bloggers about Wal-Mart Blog
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Components of a blog
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Header
Post
Sidebar
Comments
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Why write about birthdays? What does that have to do with Graco?
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Promotes Best Western but also helps travelers find good deals
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Is this a post about carpet, or decorating?
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Blog posts can serve as communication tool in crisis situations
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Comments give readers a chance to leave feedback and interact
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Notice how blogger and readers refer to each other by first names
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Graco’s sidebar gives readers information and encourages interaction
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Sidebar contains additional information that readers can find value in
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The header sets visual tone for blog and has links to information for readers
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Two column layout; Post column and sidebar
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Two column layout; Sidebar and post column
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Three column layout; Sidebar, post column, sidebar
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Three Column Layout; Post Column, Sidebar, Sidebar
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Issues to consider when picking a blogging platform
• How many people will blog for your company?
• How comfortable are you with editing your blog’s template?
• Do you want to host your blog on your website, or a separate domain?
• Do you want a free blog platform, or can you pay a monthly fee?
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Does Your Company Have the Resources to Blog?
Two issues to consider:• Do you have the time?• Do you have the people?
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Your blog does not have an expiration date…
…can you commit to it from now on?
http://www.flickr.com/photos/indieman/
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Pick bloggers that are happy and passionate
Not people that would rather do something else…
Not people that would rather be doing something else
http://www.flickr.com/photos/cameronparkins
Pick bloggers thatare happy and
passionate
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Qualifications for blogging?
• People who are passionate about blogging and social media
• People who are passionate about your company • People who are passionate about connecting and
helping your customers• People who can write
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Should your CEO blog?
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A group blog is a very popular choice
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Letting your evangelists blog for you can be a great idea
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SmartTools: Blog
Marketing
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Mack Collier – Social Media Consultant
Stay in touch with me here:
Blog – http://www.theviralgarden.com
Twitter – http://www.twitter.com/mackcollier
Email – [email protected]
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Ann Handley
Chief Content Officer
MarketingProfs
www.marketingprofs.com
Twitter.com/marketingprofs