JJ Lassberg | Schipul - The Web Marketing Company | blog.schipul.com

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Intro to Blogging

What We’ll Cover

• What is a Blog• What is Social Media• Pillars for Success

• How to Write a Blog

• How to Get Started• Some Inspiration

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Blog = Web + Log

Not Static

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Piece of the Pie

Social Media

What’s all the buzz?What’s this Social Media Thing-a-ma-bob anyway?

• Talk WITH People

• Meaningfully CONNECT

• Build Lasting and LOYAL Relationships

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It’s a conversation… online

Town Square Marketing

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Word of Mouth Marketing

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How to Use It?For business purposes, it’s really nothing more than traditional marketing carried over into social networks and online media.

• Building relationships

• Promoting products or services

• Brand impressions

• Customer Service

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Pillars of Success

Get Started Strategy

1. Consulting: Is it right for you

2. Recruiting: The right people

3. Training: Learn before leaping

4. Promotion…

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Successfully start a blog or social media marketing strategy for your brand or business

Get out there (intelligently)

1. Social media runs on good karma… be honest, be transparent.

2. It’s not all about you… generously promote others.

3. Build it and they MAY come… but it may already be build.

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Blogging in Motion

Top Tips13 Top Tips for Effective Blog Writing

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1. Great Title

People will not read further if they don’t know what they are getting. Eliminate guesswork with titles that are short and very direct.

2. One Take-Away Think before you

write. If readers can only take away one item content from the post – what would you want that to be?

Focus the blog post on that. Other topics can be covered (and linked) in other posts.

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3. Don’t Bury the Topic

Tell the reader quickly what the post is about and why they should keep reading.

What will the reader get out it.

4. Write Tight Use simple

declarative sentences. Stick to one idea per sentence.

Avoid passive verbs, run-on sentences, and mixed metaphors.

Writing in this way holds the reader’s attention.

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5. Keep it Short 800 words are

generally enough. If people see that

a post scrolls on and on, they will choose to not even start or they will begin reading the post and not finish.

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6. Avoid Jargon Your readers may

be from anywhere in the world – with vastly different interests. They may not – and will often not – be from your industry.

Make sure your content is understandable to anyone.

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7. Link Often Build credibility

by showing you are an expert in your field.

Linking to other relevant content keeps the post short and allows someone who is interested to explore further on their own.

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8. Break It Up Use content

formatting to break up content.

You should be able to read a sentence out loud without having to pause for a breath. Sub-Heading Bold Numbered Lists

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9. Search-ability Use relevant

keywords in: Title Sub-headings Links.

If you want someone to find the post from a specific search - those words have to actually be in the post.

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10. Use a Graphic People love

pictures… they particularly love pictures of other people.

If you can find a high quality, relevant photo then use it in the post and more people will read it

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11. Make a Point If you present all

the sides to an idea or argument… then no one needs to comment.

What are your thoughts on the topic? Write those and then ask other to share theirs in the comments.

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12. Ask A Question If you want people

to participate and leave comments you have to give them a reason. Ask them a question and then ask them to answer it.

Let readers know you want to know what they think.

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13. Proof, Proof, & Proof Again The blog audience

will overlook an error or typo here and there… but a pattern will make them question your expertise.

Proof before you post and proof again after. Find a typo a few days later when you read with fresh eyes? No worries – just fix it.

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Let’s RecapWhat we covered so far…

1. Social media is just another way of having conversations you’re already having or want to have – but they’re online.

2. The four pillars of blogging and/or social media marketing success are: Consulting, Recruiting, Training, and Promotion.

3. The Lucky 13 Tips for Blog Posting.http://www.flickr.com/photos/epicbeer/2854340861/sizes/o/in/photostream/

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So Now What?

How to Get StartedReady, Set… Blog!

ResearchParticipateMonitorStrategizeJUMP!

Research ? Monitor?

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Listen First… then comment, then Blog.

Notes for Success Stay honest and

transparent Be interesting Learn by doing

Start with a personal account Do a lot of listening, then

dive in Spread the love!

Comment and friend others Promote good karma

Make yourself available Provide links on the website Cross link content Encourage others to

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Additional Resources

Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers

Schipul Helpfiles & Training http://schipul.com/

education/

Questions?

JJLassberg@schipul.comTwitter: @jjlassberg

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