This presentation will teach you everything you need to get started blogging for business. We'll give you plenty of practical advice, answering questions like… * What should I blog about? * What blogging platform should I use? * How often should I blog? * Can I really make money doing this?

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Blogging for Business
Using a Blog to Promote and Grow Your Business

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Table of Contents
1. What is Blogging?
2. Why Should I Blog?
3. How Should I Blog?
1. What to Write
2. How to Write
4. Promoting Your Blog

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What is it?
 A combination of
“Web” and “Log”.
 Began in 1999.
 An interactive regular
newsletter, posted on
a website.

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What is it?
 The act of creating,
composing and
publishing content.
 “74% of businesses with
fewer than 500 employees
use Web 2.0 technologies.
Blogs are the most-used
technology, being
employed by 87% of
respondents.” (report by
Awareness)

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Why Should I Blog?

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4 Reasons to Blog
1. Improve Search Engine Rankings

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4 Reasons to Blog
1. Improve Search Engine Rankings
2. Engage with Customers/Prospects

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4 Reasons to Blog
1. Improve Search Engine Rankings
2. Engage with Customers/Prospects
3. Create a Resource for Customers/Prospects

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4 Reasons to Blog
1. Improve Search Engine Rankings
2. Engage with Customers/Prospects
3. Create a Resource for Customers/Prospects
4. Establish Thought Leadership

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Improve Search Engine Rankings
5 Ways Blogging Can Increase Your Rank
1. Consistent, Quality Content
If you update your blog on a consistent basis, you will
continue to develop more and more content.

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Courtesy of HubSpot.com

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Improve Search Engine Rankings
5 Ways Blogging Can Increase Your Rank
2. Links
 Put relevant links in your posts
 Useful to Readers
Quality Content + Relevant Links = Incoming Links

14. Algorithmic Ranking Factors
LINKS
SLIDE MASTER – COVERPAGE
Courtesy of SEOMoz.org

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Improve Search Engine Rankings
5 Ways Blogging Can Increase Your Rank
3. Good Page Structure
Blogs are automatically formatted with excellent page
structure, and can be easily indexed by search
engines.

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Improve Search Engine Rankings
5 Ways Blogging Can Increase Your Rank
4. Effective Keywords
 Relevant blog posts = more important keywords.
 Blogs also make it easy to highlight the truly
important keywords.
• Blog Post Titles
• Headings
• Categories/Tags

17. Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

18. Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

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Improve Search Engine Rankings
5 Ways Blogging Can Increase Your Rank
5. Blog Comments
 You can enable comments on most blogs.
 Receive help from your audience – they are writing
content for your site!
 Commenters may also post some relevant outgoing
links.

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Engage with Customers/Prospects
Enable comments to allow for customer interaction.

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FreedomPetPass.com

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Create a Resource for Customers/Prospects

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Establish Thought Leadership
Writing good, relevant posts in your industry can
establish thought leadership
Become recognized as an expert in your field.

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How Should I Blog?

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Building Your Blog
1. Choose a focus and a style.

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Building Your Blog
 Focus - What will you write about on your blog?
 Informational Resource?
 Company Information?
 Customer Service?

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Building Your Blog
 Style - What writing style will you use?
 Professional?
 Casual/Personable?
 Technical?

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Building Your Blog
1. Choose a focus and a style.

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Building Your Blog
1. Choose a focus and a style.
2. Manage a Team

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Building Your Blog
1. Choose a focus and a style.
2. Manage a Team
3. Write Quality Posts

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Effective Blog Posts
 Compelling Headline
 On average, 5 times as many people read the headline as the
body copy.

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5 Headline Templates That Work Consistently
 Warning: [blank]
 How [blank] Made Me [blank]
 Use when relating a personal story.
 The two "blanks" should sound curious to be related to one another, increasing the
curiosity factor.
 Are you [blank]?
 [Blank] Ways to [blank]
 If You're [blank], You Can [blank]
 First blank addresses a particular type of person
 Second blank addresses a beneficial promise to that person.

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Effective Blog Posts
 Compelling Headline
 On average, 5 times as many people read the headline as the body
copy.

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Effective Blog Posts
 Compelling Headline
 On average, 5 times as many people read the headline as the body
copy.
 Write in conversational tone (no jargon).

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Effective Blog Posts
 Compelling Headline
 On average, 5 times as many people read the headline as the body
copy.
 Write in conversational tone (no jargon).
 Short and Sweet...usually.

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Effective Blog Posts
 Compelling Headline
 On average, 5 times as many people read the headline as the body
copy.
 Write in conversational tone (no jargon).
 Short and Sweet...usually.
 Make Text Scannable
 Lists
 Bold words

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Effective Blog Posts
 Compelling Headline
 On average, 5 times as many people read the headline as the body
copy.
 Write in conversational tone (no jargon).
 Short and Sweet...usually.
 Make Text Scannable
 Lists
 Bold words
 Add Hyperlinks within Text

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Building Your Blog
1. Choose a focus and a style.
2. Manage a Team
3. Write Quality Posts

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Building Your Blog
1. Choose a focus and a style.
2. Manage a Team
3. Write Quality Posts
4. Blog Maintenance (writing frequently)

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Blogger Burnout - When blogging responsibilities
become too overwhelming, and individuals or teams
basically abandon their blog.

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Blog Maintenance
 Good blogs -> updated at least once every other week.

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Blog Maintenance
 Good blogs -> updated at least once every other week.
 Use team structure to reduce burden.

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Promoting Your Blog

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5 Ways
To Promote Your Blog

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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post

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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post
2. Submit to Directories

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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post
2. Submit to Directories
3. Technorati

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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post
2. Submit to Directories
3. Technorati
4. Blog Carnivals

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5 Great Ways to Promote Your Blog
1. Get Involved in the Blogging Community
• Follow
• Comment
• Guest Post
2. Submit to Directories
3. Technorati
4. Blog Carnivals
5. Social Media

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Promoting Your Blog
Get Involved - Follow
 Find most relevant blogs in your industry/niche.
 Subscribe via RSS.

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Promoting Your Blog
Get Involved - Follow
 Find most relevant blogs in your industry/niche.
 Subscribe via RSS.
RSS - Really Simple Syndication (allows
you to ‘pull’ blog posts to you)

52. Popular RSS Readers
 NewzCrawler (PC)
http://www.newzcrawler.com/
 NetNewsWire (Mac)
http://netnewswireapp.com/
 Google Reader (Internet)
http://www.google.com/reader

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Promoting Your Blog
Get Involved - Comment
 Comment on blogs with relevant thoughts
 Don’t Spam!
 Add value to increase thought leadership, catch
attention of other bloggers.

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Promoting Your Blog
Get Involved - Guest Post
 Contact blog author - ask to write a guest post.
 Terrific way to gain credibility.
 Get a link back to your site!


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Promoting Your Blog
 Directories
 Paid Inclusion
 Free (Open) Inclusion
 Special Interest Inclusion

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Best of the Web - Paid Inclusion
http://botw.org/

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Bloggapedia - Free Inclusion
http://www.bloggapedia.com/

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The Ethical Duck - Special Interest Inclusion
http://ethicalduck.co.uk/

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Promoting Your Blog
 Technorati Pings
 Alerts Technorati every time you update new content
(ping).
 Sign up for an account at Technorati

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Technorati - World’s Most Popular Blog Site

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Technorati - World’s Most Popular Blog Site

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Promoting Your Blog
 Blog Carnivals
 Blog event dedicated to a particular topic, published on a
regular schedule.

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http://blogcarnival.com

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http://blogcarnival.com

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Promoting Your Blog
 Social Media

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Promoting Your Blog
 Coordinate Social Media/Email Marketing
 Write a Blog Post

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Promoting Your Blog
 Coordinate Social Media/Email Marketing
 Write a Blog Post
 Send a Tweet

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Promoting Your Blog
 Coordinate Social Media/Email Marketing
 Write a Blog Post
 Send a Tweet
 Add to Facebook Fan Page

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Promoting Your Blog
 Coordinate Social Media/Email Marketing
 Write a Blog Post
 Send a Tweet
 Add to Facebook Fan Page
 Add to Delicious/StumbleUpon/etc.

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Promoting Your Blog
 Coordinate Social Media/Email Marketing
 Write a Blog Post
 Send a Tweet
 Add to Facebook Fan Page
 Add to Delicious/StumbleUpon/etc.
 Email Newsletter

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Conclusion
 Blogs can be a terrific business tool if used
correctly.
 Think about how blogging could be implemented
by your business to increase sales, visibility, and
brand awareness.