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YouToo 2011 - Amber Zent - Blog Development
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Transcript of YouToo 2011 - Amber Zent - Blog Development
Amber Zent, APR
Blogging for Business 101
Not As Simple As It May Seem
Evolution of Blogs
From Upstart to Mainstream
BLOG!
Today
BLOG?
1990s
THE BLOGOSPHERE IS HUGE
With Popularity, Comes Credibility
… And Even Celebrity
To Blog or Not To Blog …
For companies, blogs result in higher brand awareness, site traffic, lead generation and new and repeat sales than Facebook or Twitter.
Which of the following statements describe how your blog has helped your business?
First Things First
• Begin with your communication objectives.> What are you trying to accomplish?
> Does it make sense or is it forced?
> How can a blog contribute to overall business success?
I bet you think this blog is about you …
… but it should be about your audience.
Know Your Audience
• Blog audience ≠ typical customer base
• How do your customers get information?
• What are your competitors doing in the space?
Know Your Organization
• Honestly examine your business.> Is it about stroking egos?
> Are you able to let go of corporate speak?
> Can you handle criticism?
> Is there time and money to devote to a blog?
> Is your organization flexible/nimble?
> Does life without layers of legal approval frighten you?
> Are you willing to stick it out?
> Are you willing to be transparent?
The 10 Commandments of Blogging
1) You must be married to it.
2) Cheap looks cheap.
3) People want to interact with people.
4) You can influence the conversation, but you can’t control it.
5) Selling and blogging don’t mix.
6) Blog traffic isn’t just magically generated.
7) Don’t ask too much of your readers.
8) If you can’t take the heat …
9) Competitors will read your blog. Get over it.
10) A blog is not a substitute for a communications plan.
Major Considerations
• Location• Resources• Content and design• Promotion• Measurement
Location
www.YourBusiness.com
Resources
Resources
• Do you have content?
• Do you have the channels to promote it?
• Do you have the time and budget?
Content and Design
What Makes Good Content?
Start with a Purpose
What’s your story?
Now, How Are You Going to Tell It?
• Voice/tone
• Editorial calendar
• Comment management
• Challenges
Marry Content and Design
• Weave in your brand
• Think about your audience
Promotion
Where Should You Promote?
EVERYWHERE
www.yourwebsite.com
How Content and Promotion Work Together
Twitter Blog
Posts linked/promoted via Twitter
Spike in Twitter volume leads to topical blog post
Measurement
Measuring Success
Traffic
Interaction
Referrals
Not for You?
Blogger Outreach
E-Newsletter
Facebook/Twitter
marcus thomas :: Questions?