Slide 1 : How to Blog Effectively for Business (GF101)
Professors: Ann Handley & Mack Collier, MarketingProfs
Slide 2 : Blogging for Business
What You Need to Know to Get Started
Slide 3 : Blog Readership Source: e-Marketer In 2008, 45% of the US internet population read blogs on a monthly basis. In 2013, 58% of the US internet population is projected to be reading blogs on a monthly basis.
Slide 4 : In 2008, 13% of the US internet population
created or maintained a blog. By 2013, 17% of the US internet population will be blogging. Source: e-Marketer, blogs updated at least once every 3 months Blog Creation
Slide 5 : 128 million people
in the US will be reading blogs on a monthly basis. 38 million people in the US will be blogging. Both stats reflect a
50% increase
over current levels. By 2013… Source: e-Marketer
Slide 6 : So, what IS a blog? A tool that allows you to quickly and easily create and publish new content. Allows readers to leave feedback on that content, as well as react to feedback from other readers.
Slide 7 : Google loves blogs, which can be good, or bad Wal-Mart Blog Results Posts from other bloggers about Wal-Mart Blog
Slide 8 : Components of a blog
Slide 9 : Header Post Sidebar Comments
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Slide 11 : Why write about birthdays? What does that have to do with Graco?
Slide 12 : Promotes Best Western but also helps travelers find good deals
Slide 13 : Is this a post about carpet, or decorating?
Slide 14 : Blog posts can serve as communication tool in crisis situations
Slide 15 : Comments give readers a chance to leave feedback and interact
Slide 16 : Notice how blogger and readers refer to each other by first names
Slide 17 : Graco’s sidebar gives readers information and encourages interaction
Slide 18 : Sidebar contains additional information that readers can find value in
Slide 19 : The header sets visual tone for blog and has links to information for readers
Slide 20 : Two column layout; Post column and sidebar
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Slide 22 :
Slide 23 : Two column layout; Sidebar and post column
Slide 24 : Three column layout; Sidebar, post column, sidebar
Slide 25 : Three Column Layout; Post Column, Sidebar, Sidebar
Slide 26 :
Slide 27 : Issues to consider when picking a blogging platform How many people will blog for your company?
How comfortable are you with editing your blog’s template?
Do you want to host your blog on your website, or a separate domain?
Do you want a free blog platform, or can you pay a monthly fee?
Does Your Company Have the Resources to Blog? : Does Your Company Have the Resources to Blog? Two issues to consider:
Do you have the time?
Do you have the people?
Slide 29 : Your blog does not have an expiration date… …can you commit to it from now on? http://www.flickr.com/photos/indieman/
Slide 30 : Pick bloggers that are happy and passionate Not people that would rather do something else… Not people that would rather
be doing something else http://www.flickr.com/photos/cameronparkins Pick bloggers that
are happy and
passionate
Qualifications for blogging? : Qualifications for blogging? People who are passionate about blogging and social media
People who are passionate about your company
People who are passionate about connecting and helping your customers
People who can write
Slide 32 : Should your CEO blog?
Slide 33 : A group blog is a very popular choice
Slide 34 :
Slide 35 : Letting your evangelists blog for you can be a great idea
SmartTools: Blog Marketing : SmartTools: Blog Marketing
Slide 37 : Mack Collier – Social Media Consultant Stay in touch with me here: Blog – http://www.theviralgarden.com
Twitter – http://www.twitter.com/mackcollier
Email – mack.collier@gmail.com
Ann Handley : Ann Handley Chief Content Officer
MarketingProfs
www.marketingprofs.com
ann@marketingprofs.com
Twitter.com/marketingprofs