Blogging 411 For Digital Marketers

Grow Your Brand by Wayne Chen

©WayneEthanChen(AT) Gmail (dot) com 2011-2012

What is it?

Anyone can blog about anything, anywhere, anytime

Web-based log of entries on a subject interesting to the creator and audience

Multimedia community with photos, videos, and more

TypePad, WordPress, and Blogger offer blogs

Blog execution yields marketing success not the tool

Blog Overview

Create relationships with blogs

4 reasons to blog Powerful SEO tool Build authority in

your field Grow users with

RSS Enable user

feedback

The Business Eight

Address the “push backs” with benefits Blogging drives traffic vs. infrequent new

content Personalize your organization with human

face(s) Transparent customer service and response Develop untapped niche markets as a microsite Manage reputation and inaccurate information Free press release promotion Harness focus groups with current readers Reduce efforts on emails and support calls

Drive Engagement

Integrate your blog, never isolate Blog, develop your marketing

power house Build active community base for all

readers Grow loyal users and stealth lead-

generation Build and cultivate partnerships Repurpose old content as insightful Generate free press coverage and

leads Push announcements with SEO

benefits Enable quick response to dynamic

industry news Promote all aspects of social media

marketing

Mechanics

Reinforces: credibility, usability, visibility, sellability, and scalability

Blog if you Offer something value for

your audience Have the tools and time to

blog Willing and able to create

community along with the content

Have a purpose to blog Passionate about sharing

information

Tools

Free blog tools WordPress Tumblr Posterous Weebly Blogger LiveJournal

Pros & cons Hosting

Step 1: The Voice

Ask yourself: Who is the end user What is the purpose

of the blog? What content will be

valuable to your audience?

How do you want to connect with the reader?

Will emotional appeal matter?

Tips: Focus on fun topics Entertaining content Quotes Not a preapproved

press material Use humor (when

warranted) Generally less serious

and more friendly Informative

Step 2: The Theme

Readers crave perspective Education? Controversial? Customer service

oriented? Get to know

customers? Lifestyle?

Tips: Address something

bigger than the company or product if possible

Does it benefit the customer, industry, or the world?

Support the blog with resources to drive repeatable content

Easy to share

Step 3: Content

Write and Share Authentic content Long or short Valuable to reader Tips or advice Direct to resource

Tips: Organize content

with tags Show and track

labels Monitor reader

feedback and labels Show related content

or post if available Analyze blog SEO

performance bi-monhtly

Step 4: Design

First impressions Represents content,

voice, and theme Get creative Be consistent with

look and feel guidelines

Readability and usability

Tips: Think big Don’t get carried

away with crazy fonts and colors

Simplicity is often a winner

Audience readability and blog navigation

Hire a designer or use free templates

Step 5: SEO

Maximize Boost blog visibility Priority key phrases Consistent labels,

categories, and format

Add analytics Embrace SEO

patience Backlink and post to

social media

Tips: Keep your category

tags to a minimum if possible

Highlight individuals and industry keywords or phrases (no more than two words)

Track performance at least bi-monthly against marketing campaign goals

Step 6: Promote

Plan and Execute Announce new blog via

press release Form partnerships with

others Offer to guest write to

increase traffic Interview influential

people Find complementary blogs

and endorse them. Build mutual relationships Equip blog with cool

widgets Add RSS

Tips: Outreach should include

key industry readers and content promoters

Guest write but keep it beneficial for both parties

Promote blogs and quotes with your perspective

Capitalize on social trends within 24 hours of the industry news

Select your sharing widgets carefully and make posting easy for users

Set user posting policies

Drive Traffic

Social Media Directories Technorati.com Blogged.com BlogCatalog.com Blogarama.com Dmoz.com Blogs.botw.org PitchEngine.com

Article Marketing Sites

Industry related sites

Social Bookmarking Digg.com Reddit.com StumbleUpon Yahoo Buzz CoRank.com Tweetmeme.com Delicious.com Kaboodle.com Folkd.com Mixx.com Slashdot.org

Increase Traffic Tips

Social Media Widgets for easy share with smart “status” across social networks

RSS feed and email sign-up widgets Create a Facebook page and drive fan traffic Optimize Twitter background image and contact information Create YouTube accounts with links back to blog Establish Flickr.com /Instagram account to show mission

supported photos Create LinkedIn company profile with product and service

information Add three – four tag clouds per article Strategically plan and build your categories Leverage multiple blogs with same content Ask for feedback from the reader Embed blog link in email signatures across the company

What to Blog?

Write as simply as possible Keep it short and juicy Plan and set writing schedule and keep it up to date List of topics to cover Scan the industry calendar Look for key phrases for ideas Establish editorial department Take advantage of inspirations and everyday experiences Plan “think pieces” Phase the content into multiple pieces Author how-to articles Add educational or professional articles Share your infographic and procedure checklists Create a top 3, 5, 10, or 20+ list Interview people in your industry from top to bottom Incorporate YouTube or podcast playable from site

Blog Today