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BLOGGING
John Carroll and Michael Accardi
WHAT? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
• Weblog• Chronicles information • Diary type commentary • Personal or Professional • Scope can be narrow or wide • Engaging
• Wordpress.org/Wordpress.com• Moveable Type• Blogger• Posterous• Tumblr
What? TOOLS B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
What? TOOLS B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
• One of the most popular blogging platforms• Wordpress products are free (with some pay features)• Fairly intimidating initially
WordPress.org• Software downloaded to personal computer• Non-Hosted
WordPress.com• Web-based • Hosted blog• Extensive overview to be done during workshop
WORDPRESS
What? TOOLS B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
• Offers the standard blogging features• Offers three distinct packages (Basic, Pro
and Advanced)• Non-hosted• Business blogging platform
MOVEABLE TYPE
What? TOOLS B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
• Google blogging platform• Full integration with other Google products
(AdSense and Google+)• Simple and easy-to-use• Offers Mobile customization options
BLOGGER
What? TOOLS B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
• Focused towards media sharing• Streamlined platform• Feels like a social media platform more than a
blogging service• Offers unique security features• Can use Google Analytics
POSTEROUS
What? TOOLS B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
TUMBLR
• Customizable templates (HTML and CSS)• Create personal templates • Analytics compatible • In between traditional and micro blogging • Option to host away from Tumblr server• Tumblr Tuesday and Unfollow Friday
What? TOOLS B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
What? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
B2B• Appeal to the long B2B selling process• Use the blog to make information easily available• B2B Blogging goals
• Brand awareness• Client engagement• Drive traffic
B2C• Develop a community• Create a brand experience and nurture loyalty• Focus on the community not the company
What? Tools B2B vs B2C PROFIT OR NOT?
Hosted vs Not RSS Blogging to
Market Resources Workshop
FOR-PROFIT• Community focus• Interaction
NOT-FOR-PROFIT• Donation Driver• Blog should be usable in case of disaster (Red Cross
Blog ex.)• Keep blogs simple and appealing
What? Tools B2B vs B2C Profit or Not?
HOSTED VS NON HOSTED RSS Blogging to
Market Resources Workshop
HOSTED
Pros• Free• Quick • User Friendly
Cons• Little design control • HTML/CSS limited (some)
NON HOSTED
Pros• Analytics friendly • Easier to monetize• Creative control
Cons• 3rd party required• Technical expertise needed
What? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
WHAT IS RSS?
• Rich Site Summary or Real Simple Syndication • XML based (Extensible Markup Language)• Used to consolidate content into one location (Reader)• Content distribution system • Free/easy promotion channel
What? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
SUBSCRIBERS
DESKTOP BASED • Mozilla Thunderbird• Opera• NetNewsWire (Mac)• Snownews (Linux)• RSSOwl (All)
WEB BASED • Google Reader • Yahoo Reader• Newsgator• Netvibes
What? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS Blogging to
Market Resources Workshop
MANAGEMENT
• Feedburner• WebPasties • FeedPass• Yahoo Pipes*
• Focus/Objectives• Influence • Content calendar • SEO/keywords • Elements of a blog • How often do you write• Social aspect?
What? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS BLOGGING
TO MARKET Resources Workshop
What? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS BLOGGING
TO MARKET Resources Workshop
FOCUS/OBJECTIVES
• What's YOUR goal?• What topics or fields are you interested in?• What's your perspective?• Who's your audience?
What? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS BLOGGING
TO MARKET Resources Workshop
What? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS BLOGGING
TO MARKET Resources Workshop
CONTENT CALENDAR
• Organize content schedule • Allocation of resources (people)• Satisfies objectives and maintains focus• Social channel management • Shareable
What? Tools B2B vs B2C Profit or Not?
Hosted vs Not RSS BLOGGING
TO MARKET Resources Workshop
What?
Tools
B2B vs B2C
Profit or Not?
Hosted vs Not
RSS
BLO
GGING
TO MARKET
Resources
Workshop
•Selection•Focus Target
•Do not change audiences•Stay the courseShifting?
•Easy to read•400-1000 wordsShort
What?
Tools
B2B vs B2C
Profit or Not?
Hosted vs Not
RSS
BLO
GGING
TO MARKET
Resources
Workshop
What?
Tools
B2B vs B2C
Profit or Not?
Hosted vs Not
RSS
BLO
GGING
TO MARKET
Resources
Workshop
What?
Tools
B2B vs B2C
Profit or Not?
Hosted vs Not
RSS
BLO
GGING
TO MARKET
Resources
Workshop
1. Rethinking Your Blogging Strategy
2. Make Your Blog Stick
3. RSS Toolbox
4. Blogging Toolbox
5. Focus
6. 10 Tips for Beginner Bloggers
7. Pushing Social
8. Creating a Company Blog
9. Getting More Traffic
10. Evolution of the Blogger
What?
Tools
B2B vs B2C
Profit or Not?
Hosted vs Not
RSS
Blogging to Market
RESOURCES
Workshop
• Wordpress account • Setting up your blog • Templates • Brainstorming your content• First post
What?
Tools
B2B vs B2C
Profit or Not?
Hosted vs Not
RSS
Blogging to Market
Resources
WORKSHOP