when is a website not enough? now
DESCRIPTION
Leverage the power of Web 2.0 - your static Web 1.0 site was about you. Web 2.0 is about your reader — your potential client. Interact and engage with your readers, gain feedback and build relationships through your blog.Presentation for Northeast Arkansas Advertising Federation District 10 Conference.TRANSCRIPT
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Welcome to Memphis
Friday, September 17, 2010
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NOW
When is aWebsite Not
Enough?
Blogging 101
Friday, September 17, 2010
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Why Isn’t a Website Enough?
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Much of the world has upgraded to Web 2.0.
Why Isn’t a Website Enough?
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Much of the world has upgraded to Web 2.0.
Why Isn’t a Website Enough?
What does that mean?
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It’s not about you anymore.It’s about your readers. Your potential clients.
Web 2.0 means ...
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• 55% more Web traffic1
• 97% more inbound links2
• 434% more pages indexed2
Businesses With Blogs Get:
1 Mashable.com 2 Hubspot.com
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• 133,000,000 blogs
• 100,000 posts/hour
• 2800 links/minute
How Many Blogs?
Technorati.com
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• 133,000,000 blogs
• 100,000 posts/hour
• 2800 links/minute
How Many Blogs?
Technorati.com
• 4 out of 10 people read blogs
• 8 out of 10 know what they are
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• Website: You control the message
Blog vs. Website
• Website: Static information
• Website: Offer content and wait
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• Website: You control the message
Blog vs. Website
• Website: Static information
• Website: Offer content and wait
• Blog: You control the some of the message
• Blog: Dynamic information
• Blog: User-generated content
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Your Website
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Your Website
Your Blog
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Friday, September 17, 2010
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Friday, September 17, 2010
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Friday, September 17, 2010
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Friday, September 17, 2010
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The Blog: Leverage the Power of Web 2.0
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The Blog: Leverage the Power of Web 2.0
• How to make sense of blogs & blogging
• What to do to get ready
• How to get started
• How to engage your readers
• How to measure your success
• Caveats and pitfallsFriday, September 17, 2010
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Untangle: How to Make Sense of Blogs & Blogging
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• Anatomy of a blog
• Static vs. dynamic content
• RSS feeds
Blog Basics
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Anatomy of a Blog
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Post: Dynamic Content
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Page: Static Content
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Your computer
RSS
Google Reader
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Your computer
RSS
Google Reader
Friday, September 17, 2010
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Your computer
RSS
Google Reader
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Plug In: Get Ready
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Get Ready
Set Goals
Prepare
Evaluate Your Message
Assess Your Audience
Know Your ResourcesFriday, September 17, 2010
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• Sell products or services?
• Drive website traffic
• Get feedback on products or services
• Speaking/book deal
• Provide resources
Set Goals
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Prepare
• Read other blogs
• Organize content
• Write static content
• Assemble team
• Platform and hosting
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Friday, September 17, 2010
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Evaluate Your Message
• Controversial?
• Tone
• Look/layout
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Assess Your Audience
• Interests
• Educational level
• Solutions to problems
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Know Your Resources
• Geek level
• Available time
• Writing ability
• Passion for blogging and product
• Budget
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Get Ready
Set Goals
Prepare
Evaluate Your Message
Assess Your Audience
Know Your ResourcesFriday, September 17, 2010
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Flip the Switch: Start Blogging
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Content Strategies• Keywords
• Layout
• Types of posts
• Editorial calendar
• Regular fresh content
• Tags
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Friday, September 17, 2010
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Use Keywords to Brainstorm
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text here
Long-Tail Keywords
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Magazine-Style Layout
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Three-Column with Two Sidebars
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Types of Posts
• Aggregate from different sources
• Video
• Conference liveblogging
• Commentary on another post
• Opinion
• Lists
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Editorial Calendar
VideoList
Poll
Post
Commentary
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Regular Fresh Content
• Google juice
• Keeps readers coming back
• Incorporate keywords
• Incoming links
• Establishes thought leadership
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Use Tags
• Use relevant tags
• 5 - 10 is optimal
• Don’t duplicate title & subhead
• Think like reader
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Connect: Engage Your Readers
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Comments and Commenting
Yes!No!
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• Always reply to comments
• Moderate comments
• Establish and publish comment policy
• Don’t delete comments
• Prepare for negative feedback
Comment Guidelines
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Measure: Document Your Success
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Controversy?
Is This Thing On?
• Pageviews
• RSS subscriptions
• Alexa rank/Technorati authority
• Inbound links/social shares
• Comments
• Conversions
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Don’t Be This Guy: Caveats and Pitfalls
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Friends
Caveats
• Be realistic
• Don’t level jump
• Be present; don’t autopost
• Be authentic
• Monitor
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Photo Credit: Julian Mason http://www.flickr.com/photos/meandmyshadow/4552218630/
Don’t Get Discouraged
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• Dynamic, keyword-rich content
• Post regularly
• Engage with readers & other bloggers
• Be authentic
• Monitor
Sum it Up
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