Blogging For Business

K Squared Communications

www.ksqrd.com

Blogging

For

Business

presented by Bryan W. Alaspa


www.ksqrd.com

What is a blog?What is a blog? Short for Short for

weBLOGweBLOG Phrase first Phrase first

coined by Jorn coined by Jorn BargerBarger

Originally meant Originally meant to be an online to be an online journaljournal

A list of links of A list of links of things he found things he found interesting on the interesting on the web web

Called it “Robot Called it “Robot Wisdom.”Wisdom.”


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What does it mean now?What does it mean now? These days a blog can be just about These days a blog can be just about

anything:anything: A journalA journal A daily columnA daily column PodcastPodcast VideoVideo PhotosPhotos LinksLinks

IT’S AN OPEN FORUM BETWEEN YOU AND IT’S AN OPEN FORUM BETWEEN YOU AND YOUR AUDIENCEYOUR AUDIENCE


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This is what a blog looks This is what a blog looks likelike

http://dennisschaal.blogspot.comhttp://dennisschaal.blogspot.com


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Why should a business Why should a business blog?blog?

Explain company products conversationallyExplain company products conversationally Provide company information easily Provide company information easily

and cheaplyand cheaply Give customers a better understanding of Give customers a better understanding of

your companyyour company ““No-Pressure” way to interact with customersNo-Pressure” way to interact with customers Can give you insight into customer needsCan give you insight into customer needs Can help you determine areas of focus for Can help you determine areas of focus for

your companyyour company

Here Are a Half-Dozen Reasons


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Here are a half-dozen more reasons

Help you develop new products and Help you develop new products and servicesservices

Can make your company “come alive”Can make your company “come alive” Make your company seem more Make your company seem more

approachableapproachable Help you build “buzz” about your Help you build “buzz” about your

company and new products and services.company and new products and services. Gives your company a voiceGives your company a voice IT’S CHEAP!IT’S CHEAP!

Most blog sites are freeMost blog sites are free Can be added to your existing siteCan be added to your existing site


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So, how do you start?So, how do you start?

Do some serious thinking…Do some serious thinking…


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Where do you want the Where do you want the

blog to be? blog to be? Two choicesTwo choices

Make it part of your existing siteMake it part of your existing site

Use an outside blog hosting serviceUse an outside blog hosting service


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The company siteThe company site

Know the Name: WordPress.orgKnow the Name: WordPress.org


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Why add to the company Why add to the company website?website?

It’s an easy way to update the It’s an easy way to update the company site – on a daily basiscompany site – on a daily basis

It updates the site quickly and It updates the site quickly and easily with new information. easily with new information. If you have an announcement to If you have an announcement to

make, you can make it immediately.make, you can make it immediately. Provides instant interaction Provides instant interaction

between customers, vendors, between customers, vendors, trading partners, etc.trading partners, etc.


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Use a blog hosting siteUse a blog hosting site

There are Plenty to From Which to Choose


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Why use a blog hosting Why use a blog hosting site?site?

There’s almost no effort to set upThere’s almost no effort to set up Just go out and sign up and you’re ready Just go out and sign up and you’re ready

to startto start You don’t need a programmerYou don’t need a programmer

These sites are very intuitive, or work like These sites are very intuitive, or work like Word or other word processing programsWord or other word processing programs

The hosting site provides tools you can use to The hosting site provides tools you can use to write, promote and design your blogwrite, promote and design your blog You don’t need to know how any You don’t need to know how any

programming languages or anything.programming languages or anything.


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Why not use a blog Why not use a blog hosting site?hosting site?

It’s technically not part of your company It’s technically not part of your company website.website. Someone could bookmark the URL to the Someone could bookmark the URL to the

blog and not your site and never come blog and not your site and never come back to your company siteback to your company site

Some web hosting sites may have rules Some web hosting sites may have rules about what you can post.about what you can post.

Ad revenue may get split with web hosting Ad revenue may get split with web hosting serviceservice


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Let’s check out a blog Let’s check out a blog hosting sitehosting sitewww.blogger.comwww.blogger.com


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Once you’ve decided Once you’ve decided where, where,

now what?now what?Again…Again…


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About what?About what?

What your blog will be about?What your blog will be about? Pick a nichePick a niche

instead of “Travel” maybe “Caribbean instead of “Travel” maybe “Caribbean Cruises”Cruises”

What do YOU want to write about?What do YOU want to write about? Can you write consistently?Can you write consistently? What’s opinion or side on that topic?What’s opinion or side on that topic? Will anyone be interested?Will anyone be interested?


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Now…start writingNow…start writing

Don’t let it sit there empty Don’t let it sit there empty


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Gaining an audienceGaining an audience

Set up an RSS (Really Simple Syndication) feed.Set up an RSS (Really Simple Syndication) feed. Lets people to “subscribe” to your blogLets people to “subscribe” to your blog

FEEDBURNER.COMFEEDBURNER.COM

The icon looks like this!The icon looks like this!

What it looks like on your blog What it looks like on your blog


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Become familiar with Become familiar with social bookmarkingsocial bookmarking

Post links to your blog articlesPost links to your blog articles

..


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Add “chicklets”Add “chicklets”

Pieces of code you can add to each blog entry Pieces of code you can add to each blog entry – allows fans to post your blog article to – allows fans to post your blog article to social bookmarking sitessocial bookmarking sites


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Become familiar with Become familiar with keywordskeywords

Words that search engines look forWords that search engines look for

- can be in the headlines and within the body. - can be in the headlines and within the body.

TRAVELTRAVEL AIRFARE AIRFARE AT AN ALL TIME LOWAT AN ALL TIME LOW visitvisit europe europe this summer!this summer!

CRUISESCRUISES VACATIONS VACATIONS

CARRIBEAN CARRIBEAN


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Get to know other bloggersGet to know other bloggers

Find other blogs that cover similar thingsFind other blogs that cover similar things

BLOGGERS INTERACT WITH OTHER BLOGGERS INTERACT WITH OTHER BLOGGERSBLOGGERS


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Leave commentsLeave comments

Start Start contributingcontributing

Make it Make it relevantrelevant

Will lead back Will lead back to your blogto your blog


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Other tips for gaining an Other tips for gaining an audienceaudience

Post quality content – take advantage Post quality content – take advantage of the“buzz”of the“buzz”

Fill your blog with linksFill your blog with links other blogs other blogs within articleswithin articles

Can you give away something? Do itCan you give away something? Do it Interact with your regular readersInteract with your regular readers


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Sign up with blog Sign up with blog directoriesdirectories

Sites that list blogs of all topicsSites that list blogs of all topics Searchable Searchable Gets your blog to a wider audienceGets your blog to a wider audience


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Put a link to your blog Put a link to your blog everywhereeverywhere

On your website On your website In your e-mail signatureIn your e-mail signature When you leave comments on other blogsWhen you leave comments on other blogs Other social media (Facebook, MySpace, Other social media (Facebook, MySpace,

Twitter, LinkedIn)Twitter, LinkedIn) Some social networking sites let your blog Some social networking sites let your blog

entries appear on your profile pagesentries appear on your profile pages


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Keeping your audienceKeeping your audience

KEEP POSTINGKEEP POSTING Don’t expect your blog to take off right Don’t expect your blog to take off right

awayaway Remember your audienceRemember your audience

Keep posting things they will find interestingKeep posting things they will find interesting Use “soft sell”Use “soft sell”

If it seems like a commercial you will lose If it seems like a commercial you will lose readersreaders

Respond to commentsRespond to comments Don’t attack – interact!Don’t attack – interact!


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Things to addThings to add

Add an “About” page.Add an “About” page. Explain who you are and what the blog is aboutExplain who you are and what the blog is about Let’s readers know there is a person behind the Let’s readers know there is a person behind the

blogblog

Build an “Archive”Build an “Archive” Keep your PILLAR articles hereKeep your PILLAR articles here Link to these articles in newer articlesLink to these articles in newer articles


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Learn Learn SSearch earch EEngine ngine OOptimization (SEO)ptimization (SEO)

Similar to “keywords” – using words that make Similar to “keywords” – using words that make your website or blog show up in searches.your website or blog show up in searches.

Do some research – what are people interested Do some research – what are people interested in that is related to your blog topic? What in that is related to your blog topic? What words are they using?words are they using?

Put words in your articles and headlinesPut words in your articles and headlines


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Make stars out of regular Make stars out of regular readersreaders

Ask for commentsAsk for comments Notice who leaves Notice who leaves

commentscomments Ask regulars if they Ask regulars if they

want to assist youwant to assist you They can write guest They can write guest

columns or monitor columns or monitor comments, respond comments, respond to comments, etc.to comments, etc.


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Become interactiveBecome interactive

Ask questionsAsk questions Do weekly polls, puzzles or gamesDo weekly polls, puzzles or games Become a “cheerleader”Become a “cheerleader” Give readers “jobs” or “homework”Give readers “jobs” or “homework” Create a forumCreate a forum Create a newsletterCreate a newsletter


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Your blog is a brandYour blog is a brand

A brand will develop as you writeA brand will develop as you write


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MonetizationMonetization

KEEP IN MINDKEEP IN MIND:: It IS possible to earn money with your It IS possible to earn money with your blogblog Don’t try to make it your primary sourceDon’t try to make it your primary source Write your blog because you love itWrite your blog because you love it


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AdvertisingAdvertising Google AdSenseGoogle AdSense

Easy to set upEasy to set up Runs itselfRuns itself Can earn decent moneyCan earn decent money

TextLink AdsTextLink Ads Tailored to your blogTailored to your blog Can be riskyCan be risky

Direct Ad SellingDirect Ad Selling Just like in publishingJust like in publishing


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Ask for donations?Ask for donations?


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Other methodsOther methods Selling an eBookSelling an eBook

Compile popular posts into an electronic Compile popular posts into an electronic book you can sell directly from the sitebook you can sell directly from the site

Affiliate ProgramsAffiliate Programs Make money when someone clicks through Make money when someone clicks through

and purchases somethingand purchases something Amazon.com – one of the bestAmazon.com – one of the best

Writing ReviewsWriting Reviews Companies pay you to write reviews of their Companies pay you to write reviews of their

productsproducts


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Potential pitfallsPotential pitfalls

Expecting too much, too fastExpecting too much, too fast


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More pitfallsMore pitfalls

Attacking negative commentsAttacking negative comments

OrOr

Ordering a Cease and DesistOrdering a Cease and Desist


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Still more pitfallsStill more pitfalls

Talking about unrelated thingsTalking about unrelated things

Stay on topic – it’s why the readers are thereStay on topic – it’s why the readers are there

Getting too personalGetting too personal

Your readers don’t need to know about Your readers don’t need to know about

it – keep it professionalit – keep it professional


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Next stepsNext steps

Go out and…Go out and…

THINK!THINK!


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Questions?Questions?

Bryan W. AlaspaBryan W. Alaspa

773 774 7847773 774 7847

[email protected]@ksqrd.com

Blogging For Business

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