1. Your brand, your blog

2. Blogger outreach

3. Extending your reach

1. Your brand, your blog

What is a blog?

Why would/should you blog?

To promote yourself

Better than a resume

To promote your company

Branded content

Consistent brand building

The twist? You’re doing so on your audience’s terms.

Interruption vs. Interaction

People are now marketing themselves like brands.

Brands are now marketing themselves like people.

Build loyalty

among clients, customers and readers i.e. your audience.

Strategy

Why are you blogging?

Audience

Who are you blogging for? Who do you want to attract? Who do you want your

readers to influence?

Most effective blogs

Entertain, engage, inform, inspire, evolve.

(True of any medium.)

Not about specs and attributes of your product or service

It’s about emotion

How does your product or service enhance lifestyle?

your audience

Are you spending their free time well?

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Keep your readers longer

Rich, quality content that’s informative, entertaining, but above all valued.

80/20

Balance between editorial and promotional content

Three simple tactics

Encourage subscriptions

Link to earlier posts

End each post with a strong call to action

When should you post?

Consistency > Frequency

Consider the time zones and leisure time of your audience

Timely vs. Timeless

2. Blogger Outreach

Influence is changing

PR is changing

You no longer have to rely on traditional media to get your message out.

Readers as evangelists

These days everyone has an audience. If you do things right, your audience will

promote your brand for you.

Put the social in social media

Get readers involved. Encourage, monitor and respond to comments

This takes time because relationships take time.

Keep in mind

3. Extending your reach

ExploreMeet your audience where they are

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Tumblr

Google +

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Have existing video content?

Great! Upload it and encourage sharing

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Complete your profileOn every platform.

Add your URL, Facebook, Twitter, brand bio, contact. Why? This could be where someone encounters your

brand for the first time.

Integrate and share

Sounds obvious and yet…

Stay up to date

Mashable

Problogger

Seth Godin’s Blog

Your favourite blogs

Questions?