Post on 09-May-2015
description
Blogging Essentials for IBM Business Partners
#bpblogging
Paul GillinSocial Media Coach
What are blogs good for?
•Timely, frequently updated information•Multiple media types•Single voice•Fixed display•Flexible organization•Search engine performance
Why So Popular?
•Cheap and easy to create and update•Have distinct personal voice•Can quickly build traffic through reciprocal links•Excellent search engine performance•Modest revenue opportunity•Simple way to keep notes
Blogs Generate 97% More Links
Source: HubSpot
Google Loves ‘em
Lower Cost Per Lead
HubSpot 2012 State of Inbound Marketing Study
2010 2011 2012$0
$50
$100
$150
$200
$250
$300
$350
$400
$134 $143 $135
$332
$373 $346
Inbound-dominated Outbound-dominated
USES IN BUSINESS
7
They Can Be Used to End-Run Media…
…Reinforce Brand…
…Define Culture…
…Educate Prospects…
…Establish Thought Leadership…
Blogs Can Be Thematic…
…Brand-Specific…
…Or Personal
15
This is cool!
Single Author
Multi-Author
NUTS & BOLTS
18
Blog Organization Options
19
Post
Post
Post
Post
Post
Post
•Chronology•Category•Tag•User-defined criteria (e.g. “Featured Post”
Blogs are organized in reverse-chronological order by default, but other options are available
Title & Description
Individual “Post”
SidebarSharing Links
TrackBack
Key Blog Elements
Permalink
About the Blogger
Comments
Key Blog Elements
Have a Good About Page
ProsEasy to startEasy to useIndexed by GoogleWorks well with Google Analytics
ConsFew design optionsLimited extensionsSpammer’s paradisePros
Easy to startEasy to useGood assortment of themes
ConsLimited self-hosting optionsLimited theme optionsLimited plug-in options
Self-hosted WordPress
ProsInfinite themesInfinite plug-insEasily integrated with business websiteWorks well with Google Analytics
ConsRequires some technical skillYou’re your own technical support
Popular Platform Options
What’s a Plug-In?
Blogging success factors
•Have a clear focus•Update frequently•Speak distinctively•Have a point of view•Surprise and delight•Link to get links•Use all the media you can•Educate and assist•Ask for feedback
A Blog Doesn’t Have to Look Like a Blog
Paul Gillin
508-656-0734
paul@gillin.com
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Thanks!