eTips Webinar: "Best Practice In Business Blogging"
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Starmark Branding Advertising Interactive Public Relations Direct Response Best Practices In Business Blogging eTips Webinars Presents:
Transcript of eTips Webinar: "Best Practice In Business Blogging"
Starmark
BrandingAdvertising
InteractivePublic Relations
Direct Response
Best Practices InBusiness Blogging
eTips Webinars Presents:
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The Landscape
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Owned Earned Paid
Media (Re)defined
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Best Practices For Business Blogging
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Today the modern web-log or “Blog” is used for a great deal more than documentation of one’s personal experiences. Modern bloggers have seen there way clear to advance the world of blogging to include their business and within its posts:
• Discuss their particular industry
• Create tease campaigns
• Take a look “behind the scenes”
• Product/Service launches
• Crisis management tool
• Press releases; support; follow-up
• Overall communications tool to all clients, friends, fans & followers
The Modern Blog
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• 300 - 500, on the long end - 1500 (maximum) words in length
• Try to based content on notable (linkable) fact(s) or supported assumptions
• Visually support with graphics; metrics or photography
• Make post actionable vehicles for sharing!
Look & Feel
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• POWER TITLE
• Image
• Goal Sentence
• Image (Alternate location)
• Support Paragraph
• IAB (Content advertising if applicable; 300x250 recommended)
• Bullet list (supporting links)
• In Closing Summarization Paragraph
• Question? Incite Discussion!
• Prepare to Share!
A Blog Post Blueprint
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It’s incredibly important that you are consistent with what you’re saying. You need a consistent voice, look, length and style. It’s fine to vary this from time-to-time but insure that the content supports any inconsistency.
Consistency
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Blog Pitfalls
• Lame headlines
• Trying to be too broad
• Not cross linking your content
• Not making your content SEO ready
• Focus on quality of post – not quantity
• Not writing for your audience/customer
• Only talking about your company/services
• Not asking for, or suppling ways for feedback
• Not taking time to respond to feedback
• Hiding your expertise
• Inconsistency
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• Disqus.com for comments
• Setup “Google alerts”
• Respond to comments immediately
• DO NOT pick and choose; answer everyone
• NEVER DELETE negative comments/criticism (unless abusive)
• Kill them with kindness
• Be thorough
Man Your Posts
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• Be topical
• Always ask for feedback
• Acknowledge others comments within your own
• Don’t be ruler to a conversation, be a participant
• Cater to any egos you may address
• Turn that frown :( upside down :)
• Link to other posts when answering
• Ask active users to become guest bloggers
• Spotlight great conversation with enthusiasm
• Establish rules of conversation and follow them
• Don’t edit comments; (moderate) what’s done is done
Keep Them Coming Back
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Facebook: Ask your group questions that will incentivize discussion. Have fun and “LIKE” positive comments.
Google+: (while still in Beta) Start a corporate account here and be sure to use as a notification platform to all new content.
Twitter: Use as a ‘Breaking News!’ tool, post aggressively 3+ / day. Always re-tweet positive comments and reply to @username specifically
YouTube: Organize and be very thorough with the descriptions of your video. Ask people what they think. Respond to comments.
Flickr: Group photos by event, product or scenario. Much like YouTube create rich ‘searchable’ descriptions and tag copious associated search keywords.
Linkedin: Within groups and posts create rich discussion about topical business trends. Use “Answers” as a platform to connect your post from your blog to a topic.
Quora: Much like answers in Linkedin, start rich discussion with a definitive questions (within the context of the question) referring back to an associated post.
New World Posting
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Alternatives to Blog Posts
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Blog Subscribers?
Facebook: 175
Twitter: 75
Shocking Math
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Thank You: Q&A
For More See Us At: www.Starmark.com
Justice MitchellVice-President Interactive/Social Creative Director
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