and now you want us to blog too tech 2011
TRANSCRIPT
And Now You Want UsTo Blog, Too?
Deirdre Reid, CAEApril 15, 2011
Association Executives of North Carolina
Here’s What You Need to Know
Why the effort will be worth it.How to do it right from the start.
How to get content.How to make it all work.
Blog = SolutionWhat do you hope to accomplish
with your blog?
Identify objectives it will help your association and your
members achieve.
Blog = Solution
SEO = Search Engine Optimization
AwarenessAuthority
Blog = SolutionKnowledge Hub
News and Info OpinionAnalysis Education
Blog = SolutionThought Leader
Public relations AwarenessMyth-busting Personality
Blog = SolutionAdvocacy
Illustrate InfluenceMotivate Organize
Blog = SolutionMarketing
EventsMembership Products
Blog = SolutionCommunity
Spotlight Entertain Engage
Selling a Blog to Your Board
CEO as change agentAvoid jargonSell solution
Sell the benefits
First Things First1. Know your objectives.2. Know your audiences and their
needs and aspirations.3. Listen and learn.4. Create a content strategy.
Identify Your Audience(s)MembersAttendeesProspects
InfluencersPolicymakers
Media
What problems can you solve?
What knowledge gaps can you fill?
What interests can you pique?
“People always swarm tothe most efficient
solution to their problems.”
Get the Lay of the LandSubscribe to other blogs – Google Reader Pay attention to:
TopicsFrequencyVoiceInteractionAuthors
Find your voiceBlogs are different.
Blogs are social.
Be real. Be human.Tell a story.
The Hunt for ContentIdentify categoriesInventory contentBrainstorm ideas
Content iseveryone’s job
Content IdeasNews & Analysis OpinionHow-to’s Weekly roundupsReports from… Q&AsVideos Behind the scenesSuccess stories Guest spotsDepartments
Young professionals CEO columnIndustry niches SpotlightTips Newbie questions
Content CollectorsReuse
RepurposeRecycle
Piggyback
Content Cure-ation
Be a curator
The Talent
Staff Members
GuestsFreelancers
Editorial Calendar
Match to meeting, marketing and legislative calendars.Be consistent with frequency.
Make It WorkAlways collect, scout
and repurpose.Respect writing time.
Set timer and disconnect.
Take breaks.Let it flow.
Keep it short.
Comments“Err on the side of conversation.”
If you build it, will they come?Build blog reading habits
External/social pressureRegular schedule/appointment
Repeated exposure in a short time period
Social MarketingRSS and email subscriptions
Share toolsBlog comments elsewhere
Facebook page updatesLinkedIn group feed
Tweet posts
Traditional MarketingWebsite real estateMembership and
event collateralEmail sigs
Newsletters
How do you define success?Think about metrics….
…but don’t obsess.…keep it simple.
Questions?Deirdre Reid, CAE
[email protected]@deirdrereid
http://deirdrereid.comhttp://grabbingthegusto.com