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Class 1 of Inbound Marketing UniversityHow to Blog Effectively for Business (GF101)Professors: Ann Handley & Mack Collier, MarketingProfs
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How to Blog Effectively for Business (GF101)
Professors: Ann Handley & Mack Collier, MarketingProfs
Blogging for Business What You Need to Know to Get Started
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.
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
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
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.
Google loves blogs, which can be good, or bad
Wal-Mart Blog Results
Posts from other bloggers about Wal-Mart Blog
Components of a blog
Header
Post
Sidebar
Comments
Why write about birthdays? What does that have to do with Graco?
Promotes Best Western but also helps travelers find good deals
Is this a post about carpet, or decorating?
Blog posts can serve as communication tool in crisis situations
Comments give readers a chance to leave feedback and interact
Notice how blogger and readers refer to each other by first names
Graco’s sidebar gives readers information and encourages interaction
Sidebar contains additional information that readers can find value in
The header sets visual tone for blog and has links to information for readers
Two column layout; Post column and sidebar
Two column layout; Sidebar and post column
Three column layout; Sidebar, post column, sidebar
Three Column Layout; Post Column, Sidebar, Sidebar
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?
Does Your Company Have the Resources to Blog?
Two issues to consider:• Do you have the time?• Do you have the people?
Your blog does not have an expiration date…
…can you commit to it from now on?
http://www.flickr.com/photos/indieman/
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
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
Should your CEO blog?
A group blog is a very popular choice
Letting your evangelists blog for you can be a great idea
SmartTools: Blog
Marketing
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]
Ann Handley
Chief Content Officer
MarketingProfs
www.marketingprofs.com
Twitter.com/marketingprofs
