Blogging 101

Table of ContentsBasics

What is a Blog 1

Some Benefits of Blogging 2

The Blogger Mindset 3-4

Thinking of a Blog Post Idea

How to Never Run How of Things to Write About 5

Case Study: Katrina’s Online Marketing Blog 6

How to Make Any Topic Interesting 7

Case Study: Kaleidoscope’s Blog 8

Writing Tips & Templates

Themes for Captivating Titles 9

Engaging Ways to Start a Post 10

Formatting Checklist for Reader Friendliness 11

Blogging Platforms Recommendations 12

Questions? Here’s My Contact Information 13

What is A Blog?

-Short for “web log”

Like an online diary that you can make public or private

1

Some Benefits of Blogging

1. Personal– Update Family + Friends on Life– Learn Deeper by Teaching Others

2. Professional – Networking: People Contact You– Communication: Document Your

Team’s Work with a Private Blog

3. Financial– More Business Prospects

through Search Engines– Write a Book from Blog Posts

2

The Blogger Mindset

PassionWhat I Like

AudienceWhat They Need

to Know

ExpertiseWhat I Know or

Am Learning

What I Write About!

3

The Blogger Mindset In Other Words

I make what I like and what I know valuable for my audience.

4

How to Never Run Out of Things To Write About

Connect Your Normal Experiences to Your Blog Theme

Go To Next Slide for Example

5

Case Study:Katrina’s Marketing Blog

Normal Experience: Going into It’s Just Crepes for the 1st Time

Blog Theme: Marketing

Resulting Post Title: Uncovering Customer Bias That’s Losing You Sales

Post Description: Describes why I didn’t go into It’s Just Crepes before: I thought crepes were only small desserts, not a lunch food. Gives marketers tips on how to uncover similar assumptions in their customers.

6

How to Make Any Blog Topic Interesting

Mind Your Audience&

Ask Interesting QuestionsGo To Next Slide for Example

7

Case Study:Kaleidoscope’s Blog

Normal Experience: Creating a video to get buy-in from Amana Sr. Managers

Blog Audience: Prospective Customers

Interesting Questions: Why were the Sr. Managers cautious of the idea proposed to them and why did they accept it later?

Resulting Blog Post Title: Why Your Boss Isn’t Accepting Your Great Idea

Post Description: Explains bosses’ objections to new ideas. Shows how Kaleidoscope’s video creating service can help overcome some of those objections. Encourages prospective buyers to try the video service.

8

Themes for Captivating TitlesHow to Ex) How to Wake Up Feeling Totally Alert

ListEx) 7 Simple Ways to Convert Your Visitors Into Customers

TrendEx) The Future of Human Centered Design

Direct StatementEx) Smart Phone Market to Double by 2017

Offer to answer a compelling question Ex) How Much a Pool Costs

9

Engaging Ways to Start a Post

Short Story

Evoke the Mind’s Eye

Characterize related problem/opportunity

Use a picture

Pose a question

For an example, click each blue item.

10

Formatting Checklist For Reader Friendliness

Short Paragraphs (4 sentences max)

Occasional 1 sentence paragraph

Bold text for important points

Bulleted or numbered list where appropriate

Free of long, stringy sentences

Pictures, block quotes, or both

11

Blogging Platforms Recommendations

12

Private Work Blogs & Personal Blogs

Public, Professional Blogs

Pros: Free & Easiest to Set-Up, Linked to

Gmail Account

Cons: Costs Money to Set-up, Need Programmer for Advanced Customization

Cons: Google Owns Your Blog, Limited

Customization

Pros: Advanced Customization Options,

You Own Your Blog