Blogging Your Brand:Best Practices
Blog Basics
Definition - Blog“A regularly updated website or web page, written in an informal or conversational style”Elements: • Multiple authors• Comment threads per post• Categorization that can align to your taxonomy• Multi-media
Positioning• Relevant Topics• Industry Expertise• Recognizable authors• Taxonomy
• Tone of Voice• Formal vs Informal• Imagery – Playful or Stock Photography?• Language – Industry speak or “tell it like it is”?
• Call to Actions• Offers – Hard or Soft Sell?
Remember - Part of Social StrategyDo:• Fold blog into your
social media strategy• Map out your personas • Align on voice /
content / keywords
• Follow consistent structure & schedule
Don’t:• Don’t go rogue• Don’t stray too far
from your brand• Don’t post blogs that
negate your thought leadership (no sales!)• Don’t be scared of
comments
Best Practices
The Mechanics
Getting Started• Topics• Educate the visitor• Plan in advance• One topic per post
• Titles• Keyword strategy
• Long-tail keywords• length
• Set expectations & value• Make it Catchy!
Format• Whitespace is ok!• Distinct branded design is ok!• Section headers and bulleted lists to break up
information• Bold key facts or items• Use imagery where you can• Show your authors off!• Leverage multi-media
Promote – Lead Generation!
• Calls to Action• On blog• Within posts
• Internal Links• Use your Website• Share on Social Media• Email• Focus on Persons• Blog Digests
Scheduling – Your Biggest Challenges• Frequency•Consistency•Relevancy•Diversity
Examples
Recap
Remember• Mechanics• Keywords• Visual Appeal
• Positioning• Tone of Voice• Imagery• Your Brand
• Scheduling• Consistency• Frequency
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