How to use a Blog to Market your Business

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Post on 27-Jan-2015




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This presentation covers the Who, What, Where, When, Why of Blogs; Blog Business Cases; Blogging Software; Create a Blog; Pimping your Blog; How and What to Write; Promoting your Blog; Measuring Success; and Making Money with Blogs


  • 1. How to use a Blog to market your business Clayton Wehner This presentation can be found at:

2. What were gunna cover todaythe scope

  • The Who, What, Where, When, Why of Blogs
  • Blog Business Case
  • Blogging Software
  • Create a Blog
  • Pimping your Blog
  • How and What to Write
  • Promoting your Blog
  • Measuring Success
  • Making Money

3. Recommended Reading

  • These books have been used in the production of this workshop:

4. The Who, What, Where, When, Why of Blogs 5. Blogs in plain English


6. What is a blog?

  • Blog is a portmanteau of web log
  • A fast and simple way to publish content to the web
  • Displays posts chronologically like a diary or journal
  • Administered via a web-based WYSIWYG interface
  • Interface enables widespread dissemination of content via RSS and other push techniques (eg email, social networking)
  • Interface enables two-way interaction between the writer and audience
  • Originally conceived as an informal means of content publishing for individuals, but increasingly used by organisations to publish content for internal and external stakeholders eg. CEOs

7. Some facts about blogs

  • The term "weblog" was coined by Jorn Barger on 17 December 1997
  • The short form, "blog," was coined by Peter Merholz, who jokingly broke the wordwebloginto the phrasewe blogin the sidebar of his blog in April or May 1999.
  • Shortly thereafter, Evan Williams at Pyra Labs used "blog" as both a noun and verb ("to blog," meaning "to edit one's weblog or to post to one's weblog") and devised the term "blogger" in connection with Pyra Labs' Blogger product, leading to the popularization of the terms.

8. Evolution of the web

  • Web 1.0 = one way web; reading static webpages
  • Web 2.0 = two way web; interaction, community, collaboration
  • Web 3.0 = Personalisation, individually-tailored web experience

9. Social Media and Blogging

  • Blogging is a form of social media and belongs to the Web 2.0 movement theinteractiveweb
  • Social mediais media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques
  • Blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more

10. Are you awake pop quiz, hot shot

  • What are the top three search engines in Australia?
  • How many characters can a tweet contain?
  • What does RSS stand for?
  • Facebook emanated from which US university?
  • Who owns MySpace?

11. Why blog?

  • To inform people and communicate with them
  • To build reputation and credibility
  • To build a network and a community

12. But effective blogging is not easy

  • Need discipline to keep on writing (the web is littered with abandoned blogs)
  • Need to be creative
  • Need to contribute regularly
  • Perhaps most importantly - need to write stuff that people want to read!
  • If you cant do this, then dont bother blogging

13. If you cant blog yourself

  • You can still contribute to social media by following other blogs and interacting with industry bloggers
  • Commenting on existing blog posts or guest blogging can also inform people, build reputation and grow networks

14. Who blogs?

  • 72% are hobbyists
  • 15% are part-timers and derive some income from their blog
  • 9% are full-time self-employed
  • 4% are professional bloggers who work for companies
  • Two-thirds are male
  • 60% are 18-44 years old
  • 40% have graduate degrees
  • One in three has an annual household income of $75K+
  • One in four has an annual household income of $100K+
  • More than half are married
  • More than half are parents
  • Source:Technoratis State of the Blogosphere 2009, October 2009

15. The worlds most popular blogs 16. The Huffington Post 22 million unique visitors each month 17. Mashable 18. TechCrunch 19. Gizmodo 20. Others that you might have heard of

  • Boing Boing
  • ReadWriteWeb
  • The Onion
  • Lifehacker
  • Problogger

21. Blog Business Case 22. Before you start

  • When considering the use of new technologies like blogs, most organisations skip the business case step
  • I need to get a blog and start blogging WRONG!
  • Need to focus on the target audience, objectives and strategies, before considering the technologies
  • Why? Because blogging mightnot be appropriatefor your business

23. POST Strategy

  • P is for PEOPLE
      • Who are you targeting?
  • O is for OBJECTIVES
      • What do you want to achieve?
  • S is for STRATEGIES
    • How do your propose to achieve your objectives?
      • Which technologies will you use to implement the strategies?
  • This strategy framework was developed by Forrester Research see

24. For aspiring, self-employed bloggers

  • Its still necessary to do a business case of sorts
  • Are you interested in the topic?
  • Do you have expertise in the topic?
  • Is the topic popular?
  • Is the niche growing?
  • Whats the competition?
  • Can you produce enough content on the topic?
  • Can you make money?
  • A bit like writing a business plan

25. Blogging Software 26. Blogging Software

  • Early tools:
  • Open Diary 1998
  • LiveJournal 1999
  • Blogger 1999 (purchased by Google in 2003)
  • Most popular tools today:
  • Blogger
  • TypePad
  • (hosted) / (self-hosted)

27. Blogger 28. TypePad 29. 30. 31. Hosted versus self-hosted

  • Hosted (eg. Blogger, Typepad,
    • Free!
    • Set up in minutes
    • Located on a sub-domain
  • Self-hosted (eg.
    • Located on your domain
    • More professional
    • Better for search engine optimisation
    • Better control, more customisable
    • Must have your own hosting account
    • Must have expertise to set it up, configure and maintain

32. Recommendation

  • Start with a hosted blog (preferably
  • See if you have what it takes
  • Transition to a self-hosted blog down the track

33. Create a blog 34. Lets start a blog now

  • Go
  • Hit Sign Up Now

35. Pimping your blog - Wordpress 36. Widgets

  • These are the sidebarcomponents
  • We use:
    • Recent posts
    • Recent comments
    • Categories
    • Search
    • Links / Blogroll
    • Tag clouds
    • Archive
    • Twitter widget
    • Feedburner RSS subscription form
    • Feedburner email subscription form (more on these later)

37. Plugins

  • We use:
    • Contact Form 7 contactform
    • Akismet spam filtering
    • Twitter Tools tweet newposts when published
    • Tweetmeme allows visitorsto retweet posts
    • Facebook Like button allows visitors to add to Facebook
    • AddThis allows visitors to add to bookmarking sites Digg, Technorati, Delicious, etc

38. 9,823 plugins 39. Design

  • Skin your blog with an existing theme
  • Get a theme custom made
  • Edit HTML and CSS of page templates

40. 1,204 themes 41. How and what to write 42. Guiding principles

  • Beuseful
  • Beunique
    • See Seth Godins Purple Cow book about being remarkable
    • See Chris Andersons The Long Tail book about unlimited choice and demand

43. Post guidelines

  • Frequency
    • No one-size-fits-all
    • Rhythm is more important
    • NB. Most top blogs publish short posts every day
  • Tone
    • Blogs are typically informal
    • Couched in conversational tone
    • Infused with the writers views
  • Engagement
    • Invite comments
    • Ask questions
    • Interact with audience and other bloggers through comments

44. Title guidelines

  • Titles are important for both human visitors and search engine indexation
  • This is the teaser line that will prompt a visitor to read your post
  • This is the hyperlinked title that will appear in Google and other search engines
  • Write titles that are:
    • Simple, but clear and unambiguous
    • Grab attention
    • Meet a need
    • Compelling to click
    • Contain keywords

45. Body text guidelines

  • 250-1000 words in total
  • Granular one post, one topic
  • First few lines really matter
  • Use lists
  • Use formatting
  • Use headings
  • Use pictures (because they tell a thousand words)
  • Use block quotes
  • Use white space
  • Use short sentences and paragraphs so that text is scannable

46. 20 types of blog post

  • Instructional
  • Informational
  • Reviews
  • Lists
  • Interviews
  • Case studies
  • Profiles
  • Link posts
  • Problem posts
  • Comparison posts
  • Rants
  • Inspirational
  • Research
  • Collation posts
  • Prediction and review posts
  • Critiques
  • Debate
  • Hypotheticals
  • Satirical
  • Meme / idea virus

47. Promoting your blog 48. Fundamental stuff

  • Content is king
  • Word of mouth
  • Network, communicate, interact, comment
  • Social media Twitter, Facebook, etc
  • Link bait

49. Link Bait

  • Content with a hook
  • Ideas:
    • Controversial or polarising topics
    • Tools
    • Quizzes
    • Competitions
    • Scoops
    • Awards
    • Lists top tens
    • Statistics
    • Freebies
    • Interviews
    • Resources free white papers

50. Search engine optimisation

  • TITLE tags very important
  • BODY text rich with keywords
  • Cross-linking between posts / related posts
    • Compilation pages
  • Permalink URLs
  • Links
    • Blogroll / link reciprocation
    • Comments on like-blogs
  • Directory submission
    • Yahoo, DMOZ, TrueLocal, etc, etc.

51. Technorati claim your blog 52. Feedburner

  • Feedburner offers a suite of tools that help you to promote your blog
    • RSS subscription chicklets
    • Email subscription forms
    • Rotating headlines tool
    • Republish as HTML
    • Ping tools

53. Measuring Success 54. Key Performance Indicators

  • Unique visitors and page views not hits
  • Number of subscribers email, RSS
  • Number of comments, feedback messages
  • Number of inbound links trackbacks
  • Search engine positioning

55. Ways to measure success

  • Google Analytics
  • Google Webmaster Tools
  • Google Alerts
  • Alexa ranking
  • Feedburner statistics

56. Making money 57. Are blogs a good bet for business?

  • Blogs are not suitable for all businesses!
  • Good for businesses with specific expertise or content that can be disseminated online
  • Blogs are great for
    • Building credibility and establishing the author as an expert
    • Creating a larger signature for the business on the web and increasing discoverability by prospects
    • Maintaining engagement with existing stakeholders
    • Creating a perception of openness and accessibility

58. Will I make money?

  • The content has to be good to attract qualified traffic to your blog
  • Like most things, the content and the traffic wont happen overnight
  • Many, many months of time, effort and persistence
  • Meet people, build relationships, listen, share knowledge, ask/answer questions, build trust, build reputation
  • Its not unlike real networking!
  • Theres no sustainable get rich quick option

59. Ways you can make money

  • Direct
    • Contextual and banner advertising
    • Google AdSense PPC advertising
    • Sponsorships
    • Paid reviews
    • Affiliate commissions
    • Donations
    • Classifieds eg. Job board
    • Subscription fees
  • Indirect
    • Speaking engagements
    • Contracts as a result of your blogging work

60. Success factors

  • Be remarkable useful and unique
  • Write from the heart
  • Create community
  • Discipline and focus
  • Write little and write often

61. The End

  • This presentation available at: