Your Blog, Your Brand
Tips for getting started with your blog.
Kate Carruthers
July 2012 1© 2012 Kate Carruthers | katecarruthers.com
Agenda
• My blogging background
• Communications context
• Key practices and • Key practices and principles
• Tools and tips
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Source: http://ashique47.deviantart.com/art/Don-t-Panic-and-Carry-a-Towel-208003765
Slides at: slideshare.net/carruthk
Things have changed…
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Source: http://www.guardian.co.uk/media/2010/mar/07/rupert-murdoch-support-times
Democratization of
communication
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Source: http://www.theaustralian.com.au/media/risks-and-rewards-ahead-as-leaders-look-to-brighter-days/story-e6frg996-
1225884962472
anddistribution
A digital revolution…
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A business revolution…
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Reputationis now
established and
maintained
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Source: Did you know you’re naked? Your Online Reputation is showing
By Lori Gama
http://lorigama.wordpress.com/2009/08/24/did-you-know-youre-naked-your-online-reputation-is-showing/
maintained online
Personal Brand
AuthenticityAuthorityAssurance
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Assurance
It’s like a puppy
Don't get one if you
can’t
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can’t look
after itproperly
Preparation
• Choose a blog name
• Get a WordPress blog
• Wordpress.com is fine to start• Wordpress.com is fine to start
• Register your own domain
• Clean-up your online presence
• Setup social media and connect it to your blog
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Preparation
• If you want more control move to self-hosted
• Self-hosted?
– Invest in a decent paid theme
–Lock down WordPress
–Get good hosting, don’t just go cheap
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Planning
• What are your goals for the blog?
– Is it for money, promotion, burning desire to write?desire to write?
• Decide what kind of blog you want
–Business, professional blog, or personal?
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Planning
• Who is your audience?
–What are their expectations?
• Devise content plan
–Copywriting, images, videos–Copywriting, images, videos
• Setup blogosphere/news monitoring
• Read up on copyright & defamation
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Planning
• Define your rules of engagement
–Comment moderation, spam, blogola, troll management
• Check the legal situation• Check the legal situation
–Domain names, business registrations, insurance
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Action
• Set up a blogging schedule
• Schedule clear time to blog
• Just write – frequency is as • Just write – frequency is as important as quality
• Focus on perfection is your enemy
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Action
• Keep a list of ideas (carry it with you)
• Thou shalt use proper HTML heading tagsheading tags
• Use white space
• Make it easy to read
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5 Blogging Myths
1.Just build it and they will come
2.Daily blogging is essential
3.Comments are a good metric3.Comments are a good metric
4.You can easily make money from blogging
5.Blogging takes up too much time
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Favourite Plug-ins
• Akismet
• All in One SEO Pack
• Better Related Content• Better Related Content
• Jetpack
• WordPress Editorial Calendar
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Favourite Plug-ins
• WP-PageNavi
• Simple Google Sitemap
• WordPress Database Backup• WordPress Database Backup
• Revision Control
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Blogging Resources
• Blogging: Darren Rowsehttp://www.problogger.net/
• Personal Brand: Dan Schwabelhttp://www.personalbrandingblog.com/http://www.personalbrandingblog.com/
• Writing: Valerie Khoohttp://www.sydneywriterscentre.com.au/
• PR: Catriona Pollardhttp://publicrelationssydney.com.au/
July 2012 21© 2012 Kate Carruthers | katecarruthers.com
Thank-you
Feel free to contact me with any questions or ideas
@kcarruthers
katecarruthers.com
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