When is a Website Not Enough? Now

Welcome to Memphis

Friday, September 17, 2010

NOW

When is aWebsite Not

Enough?

Blogging 101


Why Isn’t a Website Enough?


Much of the world has upgraded to Web 2.0.



Much of the world has upgraded to Web 2.0.


What does that mean?


It’s not about you anymore.It’s about your readers. Your potential clients.

Web 2.0 means ...


• 55% more Web traffic1

• 97% more inbound links2

• 434% more pages indexed2

Businesses With Blogs Get:

1 Mashable.com 2 Hubspot.com


• 133,000,000 blogs

• 100,000 posts/hour

• 2800 links/minute

How Many Blogs?

Technorati.com


• 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


• Website: You control the message

Blog vs. Website

• Website: Static information

• Website: Offer content and wait


• 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


Your Website


Your Website

Your Blog











The Blog: Leverage the Power of Web 2.0


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

Untangle: How to Make Sense of Blogs & Blogging


• Anatomy of a blog

• Static vs. dynamic content

• RSS feeds

Blog Basics


Anatomy of a Blog


Post: Dynamic Content


Page: Static Content


Your computer

RSS

Google Reader


Your computer

RSS

Google Reader


Your computer

RSS

Google Reader


Plug In: Get Ready


Get Ready

Set Goals

Prepare

Evaluate Your Message

Assess Your Audience

Know Your ResourcesFriday, September 17, 2010

• Sell products or services?

• Drive website traffic

• Get feedback on products or services

• Speaking/book deal

• Provide resources

Set Goals


Prepare

• Read other blogs

• Organize content

• Write static content

• Assemble team

• Platform and hosting





• Controversial?

• Tone

• Look/layout



• Interests

• Educational level

• Solutions to problems


Know Your Resources

• Geek level

• Available time

• Writing ability

• Passion for blogging and product

• Budget


Get Ready

Set Goals

Prepare



Know Your ResourcesFriday, September 17, 2010

Flip the Switch: Start Blogging


Content Strategies• Keywords

• Layout

• Types of posts

• Editorial calendar

• Regular fresh content

• Tags



Use Keywords to Brainstorm



text here

Long-Tail Keywords


Magazine-Style Layout


Three-Column with Two Sidebars


Types of Posts

• Aggregate from different sources

• Video

• Conference liveblogging

• Commentary on another post

• Opinion

• Lists


Editorial Calendar

VideoList

Poll

Post

Commentary


Regular Fresh Content

• Google juice

• Keeps readers coming back

• Incorporate keywords

• Incoming links

• Establishes thought leadership


Use Tags

• Use relevant tags

• 5 - 10 is optimal

• Don’t duplicate title & subhead

• Think like reader


Connect: Engage Your Readers


Comments and Commenting

Yes!No!


• Always reply to comments

• Moderate comments

• Establish and publish comment policy

• Don’t delete comments

• Prepare for negative feedback

Comment Guidelines


Measure: Document Your Success


Controversy?

Is This Thing On?

• Pageviews

• RSS subscriptions

• Alexa rank/Technorati authority

• Inbound links/social shares

• Comments

• Conversions


Don’t Be This Guy: Caveats and Pitfalls


Friends

Caveats

• Be realistic

• Don’t level jump

• Be present; don’t autopost

• Be authentic

• Monitor


Photo Credit: Julian Mason http://www.flickr.com/photos/meandmyshadow/4552218630/

Don’t Get Discouraged


http://www.flickr.com/photos/meandmyshadow/4552218630/

http://www.flickr.com/photos/meandmyshadow/4552218630/

• Dynamic, keyword-rich content

• Post regularly

• Engage with readers & other bloggers

• Be authentic

• Monitor

Sum it Up


Webbethgsanders.com

[email protected]

Twi!er@bethgsanders

ThanksY’all!


Technology

When is a Website Not Enough? Now