your blog, your brand - wordcamp sydney presentation - kate carruthers

© 2012 Kate Carruthers | katecarruthers.com 1

Your Blog, Your Brand

Tips for getting started with your blog.

Kate Carruthers

July 2012


Agenda

• My blogging background• Communications context• Key practices and principles

• Tools and tips

July 2012

© 2012 Kate Carruthers | katecarruthers.com 3July 2012

Source: http://ashique47.deviantart.com/art/Don-t-Panic-and-Carry-a-Towel-208003765

Slides at: slideshare.net/carruthk

http://ashique47.deviantart.com/art/Don-t-Panic-and-Carry-a-Towel-208003765

http://slideshare.net/carruthk


Things have changed…

July 2012


Source: http://www.guardian.co.uk/media/2010/mar/07/rupert-murdoch-support-times

Source: http://www.theaustralian.com.au/media/risks-and-rewards-ahead-as-leaders-look-to-brighter-days/story-e6frg996-1225884962472

Democratization of

communication

anddistribution

http://www.guardian.co.uk/media/2010/mar/07/rupert-murdoch-support-times

http://www.theaustralian.com.au/media/risks-and-rewards-ahead-as-leaders-look-to-brighter-days/story-e6frg996-1225884962472

http://www.theaustralian.com.au/media/risks-and-rewards-ahead-as-leaders-look-to-brighter-days/story-e6frg996-1225884962472


A digital revolution…

July 2012

July 2012 © 2012 Kate Carruthers | katecarruthers.com 7

A business revolution…


Source: Did you know you’re naked? Your Online Reputation is showingBy Lori Gamahttp://lorigama.wordpress.com/2009/08/24/did-you-know-youre-naked-your-online-reputation-is-showing/

Reputation is now

established and

maintained online

http://lorigama.wordpress.com/2009/08/24/did-you-know-youre-naked-your-online-reputation-is-showing/


Personal Brand

July 2012

AuthenticityAuthorityAssurance

© 2012 Kate Carruthers | katecarruthers.comJuly 201210

It’s like a puppy

Don't get one if you

can’t look

after it properly


Preparation

• Choose a blog name• Get a WordPress blog• Wordpress.com is fine to start• Register your own domain• Clean-up your online presence• Setup social media and connect

it to your blogJuly 2012


Preparation

• If you want more control move to self-hosted

• Self-hosted? – Invest in a decent paid theme –Lock down WordPress–Get good hosting, don’t just go

cheap

July 2012

http://build.codepoet.com/2012/07/10/locking-down-wordpress/


Planning• What are your goals for the blog?

– Is it for money, promotion, burning desire to write?

• Decide what kind of blog you want–Business, professional blog, or

personal?

July 2012


Planning• Who is your audience?

–What are their expectations?• Devise content plan

–Copywriting, images, videos• Setup blogosphere/news

monitoring• Read up on copyright & defamation

July 2012


Planning

• Define your rules of engagement–Comment moderation, spam,

blogola, troll management• Check the legal situation

–Domain names, business registrations, insurance

July 2012


Action• Set up a blogging schedule• Schedule clear time to blog• Just write – frequency is as

important as quality• Focus on perfection is your

enemy

July 2012


Action• Keep a list of ideas (carry it

with you)• Thou shalt use proper HTML

heading tags• Use white space• Make it easy to read

July 2012


5 Blogging Myths

1. Just build it and they will come2. Daily blogging is essential3. Comments are a good metric4. You can easily make money

from blogging5. Blogging takes up too much

timeJuly 2012


Favourite Plug-ins

• Akismet• All in One SEO Pack• Better Related Content• Jetpack• WordPress Editorial Calendar

July 2012


Favourite Plug-ins

• WP-PageNavi • Simple Google Sitemap• WordPress Database Backup• Revision Control

July 2012


Blogging Resources• Blogging: Darren Rowse

http://www.problogger.net/• Personal Brand: Dan Schwabel

http://www.personalbrandingblog.com/ • Writing: Valerie Khoo

http://www.sydneywriterscentre.com.au/

• PR: Catriona Pollardhttp://publicrelationssydney.com.au/

July 2012

http://www.problogger.net/

http://www.personalbrandingblog.com/



http://publicrelationssydney.com.au/


Thank-you

Feel free to contact me with any questions or ideas

@kcarrutherskatecarruthers.com

July 2012

http://twitter.com/kcarruthers

http://katecarruthers.com/

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