Amber Zent, APR

Blogging for Business 101

Not As Simple As It May Seem

Evolution of Blogs

From Upstart to Mainstream

BLOG!

Today

BLOG?

1990s

THE BLOGOSPHERE IS HUGE

With Popularity, Comes Credibility

… And Even Celebrity

To Blog or Not To Blog …

For companies, blogs result in higher brand awareness, site traffic, lead generation and new and repeat sales than Facebook or Twitter.

Which of the following statements describe how your blog has helped your business?

First Things First

• Begin with your communication objectives.> What are you trying to accomplish?

> Does it make sense or is it forced?

> How can a blog contribute to overall business success?

I bet you think this blog is about you …

… but it should be about your audience.

Know Your Audience

• Blog audience ≠ typical customer base

• How do your customers get information?

• What are your competitors doing in the space?

Know Your Organization

• Honestly examine your business.> Is it about stroking egos?

> Are you able to let go of corporate speak?

> Can you handle criticism?

> Is there time and money to devote to a blog?

> Is your organization flexible/nimble?

> Does life without layers of legal approval frighten you?

> Are you willing to stick it out?

> Are you willing to be transparent?

The 10 Commandments of Blogging

1) You must be married to it.

2) Cheap looks cheap.

3) People want to interact with people.

4) You can influence the conversation, but you can’t control it.

5) Selling and blogging don’t mix.

6) Blog traffic isn’t just magically generated.

7) Don’t ask too much of your readers.

8) If you can’t take the heat …

9) Competitors will read your blog. Get over it.

10) A blog is not a substitute for a communications plan.

Major Considerations

• Location• Resources• Content and design• Promotion• Measurement

Location

www.YourBusiness.com

Resources

Resources

• Do you have content?

• Do you have the channels to promote it?

• Do you have the time and budget?

Content and Design

What Makes Good Content?

Start with a Purpose

What’s your story?

Now, How Are You Going to Tell It?

• Voice/tone

• Editorial calendar

• Comment management

• Challenges

Marry Content and Design

• Weave in your brand

• Think about your audience

Promotion

Where Should You Promote?

EVERYWHERE

www.yourwebsite.com

How Content and Promotion Work Together

Twitter Blog

Posts linked/promoted via Twitter

Spike in Twitter volume leads to topical blog post

Measurement

Measuring Success

Traffic

Interaction

Referrals

Not for You?

Blogger Outreach

E-Newsletter

Facebook/Twitter

marcus thomas :: Questions?