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From the NACE Experience! conference. My presentation on how to blog successfully in this web 2.0 world.
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The Blog Factor: Why Starting A Blog Now Is More Important Than Ever.
August 2008
Chris BonneySpeaker/Writer/Trainer
VP of client services at Vanguard [email protected]
www.chrisbonney.com [email protected]
www.chrisbonney.com [email protected]
Why Blog? • Create more leads• Increase your
margins• Close more deals• Expand your online
visibility• Be viewed as an
expert
• Starting a conversation
• Creating value• Being transparent• Becoming Google-
friendly• Being knowledgeable,
relevant, passionate
By
www.chrisbonney.com [email protected]
www.chrisbonney.com [email protected]
www.chrisbonney.com [email protected]
Is It Right For You?
1. You have something to say – and a unique way to say it.
2. You have something to say – and a unique way to say it and you’re passionate about it.
3. You have something to say – and a unique way to say it and you’re passionate about it and it’s relevant to your audience.
4. You have something to say – and a unique way to say it and you’re passionate about it and it’s relevant to your audience and it provides value.
5. You have something to say – and a unique way to say it and you’re passionate about it and it’s relevant to your audience and it provides value and you can sustain it.
Before You Blog
• Read other blogs
• Subscribe to other blogs
• Comment on other blogs
• Track your company
Mini Business Plan
• What type of blog will you write?
• Who will your audience be?
• What subject(s) will you write about?
• Are you passionate about your topic and the idea of blogging in general?
• Can you sustain the effort?
What Types Of Blogs Are There?
• Thought leader/expert
• Practical advice
• Advocacy
• Corporate
• Journalistic
www.chrisbonney.com [email protected]
The Biggest
BlogsIn
The LandJuly
2008According to technorati.com, June 25, 2008.
Who’s Your Audience?
• Your customers
• Your prospects
• Your employees
• The press
• Your investors
• Your vendors
• Industry influencerswww.chrisbonney.com
What Should You Blog About?
• Determine audience
• What isn’t being talked about?
• What you know
• What you can sustain
• Your passion
Are you passionate about your topic and the idea of
blogging in general?
Well, are you?
.
Your Blog Plan
• Blog: Wedding catering
• Audience: Brides-to-be
• Subjects: The basics with humorous stories
• Schedule: 2x week: 1x tip and 1x story
• Goal: 100 posts
How Do You Actually Blog?
• Blog vs. website
• TypePad, WordPress, Blogger
• Preview, post, save, or schedule
• Category, tagging
• Trackbacks
www.chrisbonney.com [email protected]
Structure Of Posts
• Title
• Picture
• Intro hook
• Body
• Sub-headers
• Closing question
• Photo creditwww.chrisbonney.com
What’s A Better Title?
“Cooking Under Pressure”
OR
“7 Insider Secrets For Cooking A World-class Dish When The Heat Is On”
Brain Starters
• Who Else Wants…
• The Secret Of…
• Here Is A Method That Is Helping (blank) to (blank)
• Little Known Ways To…
• What Everybody Ought To Know About…
Excerpted from CopyBlogger.com: http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/
It’s Just This Easy!• 7 Things Every Bride Should Know Before Hiring A Caterer• Why Italian Food Is Always Your Best Choice• The Secret Of Success For Any Corporate Event• Why Event Planners Make The Best Therapists• The One Immutable Law Of Event Planning• Why The Best Weddings Are In The Winter• How To Handle A Food Scare• Why Color On The Plate Creates Happy Customers• How To Make Any Event A Little More Green• The Renegade’s Guide To Marketing Your Catering Business• The Fool’s Guide To Family Reunions • What I Learned From Planning The Super Bowl Half-time Show• How To Sell Anything To Any Food Service Business• The Dollars And Sense Of Catering Cash Flow
Sticky Elements Of Posts
• Lists
• Numbers
• Anticipation
• Contrarian viewpoint
• Irreverence
• Call to action
www.chrisbonney.com [email protected]
www.chrisbonney.com [email protected]
Your Side Bar
• RSS
• About
• Blog roll
• Best posts
• Archive of previous posts
• Your Picturewww.chrisbonney.com
How Often Should You Post?
• Consider audience
• Consider your schedule
• Consider the topic
• Consider the long haul
1x week minimum
2x day maximumwww.chrisbonney.com
www.chrisbonney.com [email protected]
Social Networking
• Digg• StumbleUpon• Facebook• MySpace• LinkedIn• Del.icio.us• FriendFeed• SlideShare
www.chrisbonney.com [email protected]
www.chrisbonney.com [email protected]
www.chrisbonney.com [email protected]
What Else?
• Write in other places like Squidoo, HubPages, Helium, EzineArticles
• Comment on other blogs
• Blog rolls
• Guest bloggers
• Write great content
www.chrisbonney.com [email protected]
Is There An ROI?
• (Comments + trackbacks) ∕ posts = ≥2
• Result in loyal clients?
• Result in revenues and/or profits?
• Result in leads and referrals?
• Result in getting us noticed?
Places To Measure Your Success
• MyBlogLog• Google Blogs• Technorati• Google Analytics• Feedburner• Trackbacks• Comments• Diggs• Stumbles• Other blog mentions• Google alerts
Contact• Materials: www.chrisbonney.com/nace
• Email: [email protected]
• Web: www.chrisbonney.com
• Blog: http://chrisbonney.typepad.com
• Book: www.blackberrybook.com
• Twitter: @chrisbonney
• YouTube: www.youtube.com/cbbonney
Books And BlogsBOOKS
• Naked Conversations – Robert Scoble and Shel Israel
• The News of PR and Marketing – David Meerman Scott
• Here Comes Everybody – Clay Shirky
BLOGS
• www.problogger.com
• www.copyblogger.com
• sethgodin.typepad.com
• www.chrisbrogan.com
• www.thefoodwhore.com
• http://kitchenpantry.blogspot.com/
• http://aidanbrooks.blogspot.com/
Photo Credits• Rowing - Peter - http://www.flickr.com/people/psmithy/• What is a blog – Brian Solis - http://www.flickr.com/people/briansolis/• Conversation – Gideon - http://www.flickr.com/people/malias/• Clock – Roberto41144 - http://www.flickr.com/people/9385421@N08/• Secret – MMGoode - http://www.flickr.com/photos/mmgoode/• Trump tower – chascarper - http://www.flickr.com/people/chascarper/• Syrup – i_yudai - http://www.flickr.com/people/y_i/• Seth Godin – www.sethgodin.com• Cat – Katherine - http://www.flickr.com/people/aka_kath/• Audience – James Emery - http://www.flickr.com/people/emeryjl/• Stadium – Ian Ransley - http://www.flickr.com/people/design-dog/• Elephants – Tai Stietman - http://www.flickr.com/people/21949386@N07/• Tape measure – Shereen M - http://www.flickr.com/people/shereen84/• Starting line – elisasizzle - http://www.flickr.com/people/crayoncauldron/
