Blogging For Business
Version 1.0

My name is Nicole Ouellette.

I own my own internet marketing company,
Breaking Even Communications.

You can find me online (@breakingeven) or somewhere in northern or Downeast Maine.

What Is A Blog?

A blog is a specific kind of website that's:

Frequently updated- with newest entries appearing higher on the page

Searchable- with tags, archives, etc.

Interactive elements- commenting (but could also include more)

Anatomy of A Blog

Archives

Newest entry on top

Subscription options

User participation

Keep readers on the page

Blog Features

Here are some features you might want to use on your blog:

Recent comments

Recent posts

Archives and/or Search

Subscription options

Blogroll

Social Media integration

Look at blogs you like for other feature ideas.

Why do people blog?

Good for search engines (frequent changes, keywords, links)

Easy-to-use software

People read blogs

Bloggers are increasingly credible

Visitor interaction more than a regular site

Why Do Search Engines Like Blogs?

Keywords

Links

Tags

Frequently updated content

Companies With and Without Blogs In Search Engines

Blog

Blog Software is easy to use.

Most blogs have easy-to-use software:

http://www.breakingeveninc.com/blog/wp-admin

People read blogs.

33% of internet users (24% of all adults) read blogs, with 11% of internet users doing so daily.

- Pew Internet & American Life Project in 2008

www.pewinternet.org

Social networks and blogs are the fourth most popular online activities, beating personal email. (Econsultancy, 2009)

-Social Commerce Statistics at BazaarVoice http://www.bazaarvoice.com/resources/stats

Blogs are more interactive than other websites:

Calls to Action (why you are blogging)

What do you think? (post or poll question)

Commenting/Forums

Contests/Giveaways

Guest posts/other writers

(Note: Not all blogs have all these features.)

Interactive Blog Feature: Poll

Interactive Blog Feature: Comments

http://tv.winelibrary.com/

Interactive Blog Feature: Share

http://barkwheats.wordpress.com/

Formula for a Good Blog

Content + Concern for readers + Call to action

Is A Blog Right For You?

Blogs are great but...

Do you have time?

Writing skills?

Able to learn (or pay someone for) tech?

Call To Action: What Can Readers Do?

Your blog should have a call to action. When people do your call to action, it's called a conversion.

Measure conversions to see how successful you are in your efforts:

Email newsletter signup

Buying something on your website

Facebook fan your brand page

Blogging Platforms

On your domain vs. A hosted domainwww.yourdomain.com/blog www.myblog.com

Some think having a link to your website from a separate website is better for SEO (like Rich Brooks).

Some think the 'power' of a blog should be used to optimize your website (like me).

It doesn't matter because the blog is linked to your site!

http://www.problogger.net/archives/2006/02/15/choosing-a-blog-platform/

Option Three: Going The Free Route

Ex: www.yourblog.blogspot.com

Upside- It's free, and there's some customization available.

Downside- Long domain, limited customization/storage, optimizing a domain that isn't yours.

How To Pick Your Platform

Do you want your own domain? (Or do you want to possibly move it later?)

What is your budget?

Do you want a lot of control over design?

What do your friends use? Your industry?

How technologically able are you?

http://www.ojr.org/ojr/images/blog_software_comparison.cfm

Popularity of Platforms

From Problogger.net

Example- Wordpress

http://itsallaboutthecookie.wordpress.com/

Example- Blogger

http://thomsinger.blogspot.com/

Example- Blogger

www.mainemaven.com

Example- Tumblr

http://jenbee.tumblr.com/

Example- Posterous

www.danamoos.posterous.com

Blog and Website Design

www.classicboatshop.com/blog

www.classicboatshop.com/blog

www.classicboatshop.com

Make your blog look like your website to give a cohesive feel.

Writing Your Blog

After making technical decisions, just write!

Use tags/keywords (How others find you)

Assume skimming (bullets, bold, etc.)

Try photos/video. (Creative Commons.)

Be consistent with publishing.

Engage Your Readers

Have a contests/giveaway.

Ask a question at the end of a post.

Be yourself. (Re: You aren't CNN.)

Be controversial (or at least host a debate).

Have useful, interesting information.

Accept user-submitted content.

Connect With Other Bloggers

Add favorite bloggers to your blogroll.

Leave a comment (and a link to your site).

Offer to guest post for a blogger you admire.

Feature a blogger or blog on your blog.

(They should notice by looking at their stats.)

Make Your Blog Easier To Access

Make it available on Kindle/readers.

Make sure it has a mobile version (most blogging software does this automatically).

Make it so people can subscribe via email or RSS (use a service like Feedburner).

Integrate it with social media (like NetworkedBlogs for Facebook).

Measure Your Efforts

Website analytics/stats

Conversions (How many people took your desired action)

Summary

Blogs are good for a website; both people and search engines like them.

Blogs can establish authority, connect you with others, and 'educate' people about your company, products, and services.

There are many blog platforms to pick from.

Connect with readers and other bloggers.

Make sure it's worth it (specific goals).

Resources

Mequoda.com
(For online publishers- free white papers on Fridays)

Problogger.net
(A blog by and for professional bloggers)

Keyword Search Tools
(Google has a free one)

Your real life and online friends

Thanks!

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