Blogging Basics: Mining Fields & Effective Posts

Blogging Basics: Mining the Fields
and Writing Effective Blog Posts
New York STC Workshop, May 2011

Louellen S. Coker

Founder,
Chief Content Coach

Web: www.yourcontentsolutions.com
Blog: www.yourcontentnotes.com
LinkedIn: louellencoker
Facebook: Content Solutions
Twitter: @ContentNotes

www.yourcontentsolutions.com (972) 987-0567

Our Discussion

Blogging Finding Effective Writing Production
and Brainstorm an and Q&A
Integrating Techniques? Effective Distribution
Key Words? Blog Post Strategies


What is Social Media Marketing?



The Rules Have Changed!

• Marketing means advertising
• Advertising appeals to masses
• Interruption
• One-way
• Selling
• Campaigns with limited shelf-life
• Creative
• Advertisers go for awards, not
results
• Advertising & PR were separate
disciplines



• Marketing means advertising

X
• Advertising appeals to masses
• Interruption
• One-way
• Selling
• Campaigns with limited shelf-life
• Creative
• Advertisers go for awards, not
results
• Advertising & PR were separate
disciplines



• Marketing more than advertising
• PR extends beyond mainstream
• You are what you publish
• Authentic, not spin
• Participation, not propaganda
• Deliver content when it’s needed
• Reaches the underserved
audience
• Not about notoriety, about buyers
seeing your company


Why Traditional Marketing Fails

• Expensive
• Little guys can’t compete
• “Interruption marketing”
is tiresome


~Erica O’Grady

“Word-of-Mouth or

~Erica O’Grady

“Word-of-Mouth or
Community Based Marketing

~Erica O’Grady

“Word-of-Mouth or
that leverages Technology

~Erica O’Grady

“Word-of-Mouth or
as a Platform for

~Erica O’Grady

“Word-of-Mouth or
as a Platform for
Conversations.”

~Erica O’Grady

Why Be Present for Online Users?

...91% say consumer
reviews are the #1
aid to buying
decisions
-JC Williams Group

Source: Market Tools, August/September 2009 Insight Report



...87% trust a friend’s
recommendation
over critic reviews
-Marketing Sherpa




...3 times more likely
to trust peer opinions
over advertising for
purchasing decisions
-Jupiter Research




...1 word-of-mouth
conversation has
impact of
200 TV ads
-Buzz Agent



What a Blog IS -

• Content
• Syndication
• Conversation


What a Blog is NOT-

• A newspaper
• Boilerplate
Marketing Materials

• Just about YOU,
YOU, YOU!


Investing in an online presence will...



1
Generate exposure for your business.
• 65% of entrepreneurs, executives and career
professionals experience increased exposure
through social media marketing efforts



1
Generate exposure for your business.
professionals experience increased exposure
through social media marketing efforts

2 Increase traffic.
professionals reported an increase in traffic to
their websites
• 67% increased email/newsletter lists through
social marketing


3 Build new business partnerships.
professionals who participated in social media
marketing for only a few months closed new
business and established new partnerships.



3 Build new business partnerships.
professionals who participated in social media
marketing for only a few months closed new
business and established new partnerships.

4 Bring in new qualified leads.
• Over 50% of entrepreneurs, executives, and
career professionals generated qualified
leads after only a few months of
participation in social media marketing.


Ready to get started?


Now is the Time!


Home
Page


Home
Page About
Page


Home
Page About Contact
Page Page


Blog Policy
Page
Home
Page About Contact
Page Page


Conversation Starters


Conversation Starters

Website Links


RSS Feed
Conversation Starters Subscribe

Website Links


RSS Feed

Social
Media
Links

Website Links


RSS Feed

Social
Media
Links

Website Links E-newsletter


RSS Feed

Social
Media
Links

Website Links E-newsletter
Site Map


Finding the best plugins

Free Paid
Askimet

All in One SEO Pack

Wordpress Editorial Calendar

Onswipe

WordPress Database Backup


Finding the best plugins

Free Paid
Askimet WishList

All in One SEO Pack Premise

Wordpress Editorial Calendar Analytics 360 (Mailchimp)

Onswipe Scribe SEO

WordPress Database Backup Wordpress Reports


Why Invest in Social Media?



Tools You’ll Need


Tools You’ll Need

• Google Analytics


Tools You’ll Need

• Twitter


Tools You’ll Need

• Twitter
• Scribe SEO Plugin


Google AdWords


Twitter


Scribe SEO Plugin


Linked


Facebook is like a Class Reunion
(with a few party crashers)

Linked



Facebook Fan Page is like being a
Rock Star

Linked



Rock Star

Linked LinkedIn is like a Trade Show



Rock Star


Twitter is like a Cocktail Party



Rock Star


Twitter is like a Cocktail Party

YouTube is like Times Square on
New Year’s Eve


Effective Brainstorm Techniques



Capturing Ideas

• Other blogs
• Keep a notepad or smart phone handy
• Address hot topics in your industry
• Talk about things around you


Creating
Great Content


Creating
Great Content
Graphic Web Social Books &
Writing
Design Design Media Tools


Creating
Great Content

Books &
Tools


Creating
First Week of
Great Content Blogging

Adobe CS5 Trust Agents
Books &
Tools

Jing Google Apps


Creating
Great Content

First Week of
Blogging

Books &
Tools


Creating
Great Content
Review
First Week of
Blogging Founda,ons

Crea,ng your 
Books & Blog Policy
Tools
Publishing
Process

Writing an Effective Blog Post



Blogging Dos

www.yourcontentsolutions.com
phone: (940) 3849407

Blogging Dos

• Sound like someone who just
happens to work at your
company

phone: (940) 3849407

Blogging Dos

company
• Put a friendly face on your
product

phone: (940) 3849407

Blogging Dos

company
product
• Answer and pose questions

phone: (940) 3849407

Blogging Dos

company
product
• Answer and pose questions
• Announce sales, deals, news
and updates, and build buzz for
big releases or events
phone: (940) 3849407

Blogging Dos


Blogging Dos

• Create a page to promote your
brand


Blogging Dos

brand
• Point your friends to your
company blog or
contest


Blogging Dos

brand
company blog or
contest
• Encourage a discussion and
participate frequently


Blogging Dos

brand
company blog or
contest
• Encourage a discussion and
participate frequently
• Explore targeted advertising
opportunities

Blogging Don’ts


Blogging Don’ts

• Sound like a press
release


Blogging Don’ts

release
• Spam with constant links
to your company website


Blogging Don’ts

release
• Spam with constant links
to your company website
• Create a page and fail to
maintain it


Blogging Don’ts

• Try a hard sell approach


Blogging Don’ts

• Censor comments


Blogging Don’ts

• Censor comments
• Spam your fans/friends
with frequent private
messages -- you’ll drive
them away.


5 Facets of Compelling Content

Lust
Prestige

Mystique

Power

Alarm

Vice
Trust



Lust 1
Prestige

Attention
Mystique

Power

Alarm

Vice
Trust



Lust 1
Prestige

Attention
Mystique

Power
Interest
Alarm 2

Vice
Trust



Lust 1
Prestige

Attention
Mystique

Power
Interest
Alarm 2

Desire
Vice
Trust
3


Lust 1
Prestige

Attention
Mystique

Power
Interest
Action
Alarm 2
4
Desire
Vice
Trust
3


Lust 1
5 Prestige

Satisfaction Attention
Mystique

Power
Interest
Action
Alarm 2
4
Desire
Vice
Trust
3

Elements of
Great Content


Elements of
Great Content
• Scannable


Elements of
Great Content
• Scannable
• Succinct


Elements of
Great Content
• Scannable
• Succinct
• Neat


Elements of
Great Content
• Scannable
• Succinct
• Neat
• Comprehensive


Elements of
Great Content
• Scannable
• Succinct
• Neat
• Comprehensive
• Persuasive


Elements of
Great Content
• Scannable
• Succinct
• Neat
• Comprehensive
• Persuasive
• Breaks Down Complicated Ideas

Guidelines for
Great Content


Guidelines for
Great Content
• 300 word minimum for SEO


Guidelines for
Great Content
• One link for every 150 words


Guidelines for
Great Content
• Link to your own work AND others


Guidelines for
Great Content
• Check for spelling and grammar


Guidelines for
Great Content
• Check for spelling and grammar
• Include images


Guidelines for
Great Content
• Engage in interactive conversation


Guidelines for
Great Content
• Make the post easy to read


Guidelines for
Great Content
• Keep posts PG rated


Guidelines for
Great Content
• Include guest blog posts


Guidelines for
Great Content
• Remember that it represents you --


Guidelines for
Great Content
• Remember that it represents you --
be AUTHENTIC

Creating a Post
Publishing Process

from First Week of Blogging

Creating a Post
Publishing Process
• Keyword-rich title


Creating a Post
Publishing Process
• Post has an image


Creating a Post
Publishing Process
• Image is credited to its creator


Creating a Post
Publishing Process
• Spellcheck


Creating a Post
Publishing Process
• Spellcheck
• Read the post


Creating a Post
Publishing Process
• Spellcheck
• Read the post
• Fact-check as required


Creating a Post
Publishing Process
• Spellcheck
• Read the post
• Requested user interaction


Creating a Post
Publishing Process
• Spellcheck
• Read the post
• Requested user interaction
• Crosslinked within my blog

Analyzing Your Blog

• Average time on your site
• Bounce rate
• Direct traffic
• Keywords
• New Visits
• Pages Per Visit
• Page views
• Referring site
• Returning Visits
• Search traffic


Production & Distribution Strategies



Success Requires a Plan of Action


Create a Publication Plan & Calendar


Guidelines for
Production


Guidelines for
Production
• Choose as schedule that works for


Guidelines for
Production
YOU


Guidelines for
Production
YOU
• Use auto posting


Guidelines for
Production
YOU
• Set up themes for speciﬁc days


Guidelines for
Production
YOU
• Set up themes for speciﬁc days
• Calendar it!


Success Requires Effort

e ss
u cc
S
t =
o r
E ff


Finding Bull Markets


Finding Bull Markets

• WordPress
• LinkedIn
• Facebook, MySpace
• Slideshare
• YouTube
• Flickr, Picasa
• Twitter


Choose Your Campgrounds Wisely



• Blogs



• Blogs
• Professional Networks



• Blogs
• Social Networks



• Blogs
• Social Networks
• Media Networks



• Blogs
• Social Networks
• Media Networks
• Microblogs


Promoting Your Blog

• Social Networking
• Email
• Newsletter Subscribers
• Comment on other Blogs
• Write a Guest Post
• Link to Other Blogs
• Call in Favors
• Promote your site locally


Guidelines for
Practice


Guidelines for
Practice
• Visit, read, and comment on 4 blog


Guidelines for
Practice
posts


Guidelines for
Practice
posts
• Write 2 posts that extend what you


Guidelines for
Practice
posts
found elsewhere


Guidelines for
Practice
posts
found elsewhere
• Share 5 blog posts on Twitter


Guidelines for
Practice
posts
found elsewhere
• Share 5 blog posts on Twitter
• Add to 3 conversations on Twitter

Don’t Be Overwhelmed



• Set reasonable goals




• Schedule a time to socialize





• You can manage your time






• Just do it!






• Just do it!

• Branding


Update
TweetDeck
Co-Tweet
Seesmic
Hootsuite
TwitterFeed
Disqus
FriendFeed
ping.FM


Update RSS
TweetDeck Alltop
Co-Tweet AddThis
Seesmic MuckRack
Hootsuite Tweetake
TwitterFeed Google Reader
Disqus
FriendFeed
ping.FM


Update RSS Listen &
Connect
TweetDeck Alltop
Co-Tweet AddThis Monittor
Seesmic MuckRack TweetGrid
Hootsuite Tweetake Mr. Tweet
TwitterFeed Google Reader Twitter Karma
Disqus Refollow
FriendFeed Twellow
ping.FM Wefollow


Update RSS Listen & Image
Connect
TweetDeck Alltop Tube Mogul
Co-Tweet AddThis Monittor Ustream
Seesmic MuckRack TweetGrid JustinTV
Hootsuite Tweetake Mr. Tweet Twitcam
TwitterFeed Google Reader Twitter Karma Blip.TV
Disqus Refollow Twitpic
FriendFeed Twellow
ping.FM Wefollow


Touch an Unreachable Audience

Sense of Community
Personal Bond
Stories that share who you are
Allow them to share opinions
Helpful tips (no strings attached)

Whuffie


social capital

Whuffie


social capital

reputation
Whuffie


social capital

reputation
Whuffie

access


social capital

reputation
Whuffie

access

reciprocity/favors

social capital

reputation
Whuffie

accomplishments
access

reciprocity/favors

social capital

trust reputation
Whuffie

accomplishments
access

reciprocity/favors

reputation social capital

trust reputation
Whuffie

accomplishments
access

reciprocity/favors

Nurturing Your Community



• Make PEOPLE important



• Stop focusing on the inﬂuencers



• Treat everyone like a VIP



• Treat everyone like a VIP
• Stand out from those around you



• Show a genuine interest in your
community members



• Show a genuine interest in your
community members
• Promote and support the
things your community cares about,
too!


Guidelines


Guidelines

• Get over yourself


Guidelines

• Don’t think you’re going
to solve every problem


Guidelines

• Integrate social media
into your current
marketing mix


Guidelines

• Integrate social media
into your current
marketing mix
• Relax, be the brand (aka
your friendly self)


Guidelines (continued)



• Be a risk taker, yet be
careful



careful
• Add value and be helpful



careful
• Be open be open and
honest



careful
• Be open be open and
honest
• Pay attention to your
community


Question & Answer Session



Creative Cross-Pollination of Content
Engagingly Integrated. User Driven. Strategically Deployed.

Writing Design Web Solutions

www.yourcontentsolutions.com | 972-987-0567

Works Consulted

• Coker, Louellen S. Setting Up a WordPress.com Hosted Blog. http://
www.youtube.com/watch?v=-mM3t4B-AJs
• Content Solutions. Content Notes. http://www.yourcontentnotes.com
• Hunt, Tara. The Whufﬁe Factor: Using the Power of Social Networks to
Build Your Business.
• Lupin, Jonah. 6 Reasons Every Small Business Should Be Blogging... Are You
Missing the Boat? http:/ /blog.hubspot.com/blog/tabid/6307/bid/1676/6-
Reasons-Every-Small-Business-Should-Be-Blogging-Are-You-Missing-the-
Boat.aspx
• Marketing Profs, LLC. Formulate Your Content Strategy in 10 Simple Steps.
http://www.marketingprofs.com/articles/2010/3873/formulate-your-
content-strategy-in-10-simple-steps
• Mirchindani, Roshni. Fortune 100 Giants Making Splashes in Social Media.
http://blog.hubspot.com/blog/tabid/6307/bid/5662/Fortune-100-Giants-
Making-Splashes-in-Social-Media.aspx


Works Consulted

• Mirman, Ellie. Don’t Know What to Blog About? Ask Someone Else. http://
blog.hubspot.com/blog/tabid/6307/bid/4249/Don-t-Know-What-to-Blog-
About-Ask-Someone-Else.aspx
• Morejon, Roy. Facebook Hits Half-a-Billion Users. http://roymorejon.com/
facebook-hits-half-a-billion-users/.
• Morris, Tee. All a Twitter.
• My Free SEO Tips. http:/ /www.myfreeseotips.com/2009/09/twitter-
explodes-in-india.
• Pilkington, Nikki. Why Small Businesses Should Blog More.
• Rowse, Darren. 31 Days to Build a Better Blog.
• Rowse, Darren and Chris Garret. ProBlogger: Secrets for Blogging Your
Way to a Six-Figure Income.
• Sponder, Steve. Content Strategy for Social Media. http:/ /
blog.stevesponder.com/lets-create-awesome-content
• Women Business Owners of Denton County Blog. http/ /
www.wbodc.wordpress.com.

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