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Introduction toBlogging

Mary Fletcher Jones@FletcherPrince

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Why is blogging important?

• Blogging is #1!

• Highest ROI in social media

• 75% of companies plan to increase their blogging activity

• SEO

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Personal Benefits Associated with Blogging

• In-demand job skill• Builds communication skills• Builds credibility• More articulate and

confident• Writing samples• Increased search engine

results for job-seekers• Networking with pros• Fun, creative outlet

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Challenges

• Not for everyone• You should enjoy

writing and sharing• Risk: criticism• Being able to type helps• Time-consuming– Set-up– Writing– Moderating– Promotion

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Head Games

• Someone will always be better than you. Get over that.

• Effort counts for more than genius.

• Sustained effort counts for more than good intentions.

• The universe rewards action.

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Getting started

1. Create a free WordPress.com profile: username, password, gravatar (your photo or logo), links, bio, social media account links. Purchase custom URL if desired.

2. Make sure your author name is your real name, not your username.

3. Create a title, tagline, and theme for your blog. 4. Create a custom header, if desired. Brand your blog.5. Create categories and tags.6. Complete your About Page.7. Enable email subscriptions, RSS feed, and social media sharing

widgets and buttons.8. Write four posts. Publish one now; schedule 3 later.

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Finding Time to Blog• Search engines and

readers like predictability

• “Blog fading”• Try to blog on a

schedule• Try writing your posts to

be published later

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Baby Steps• Write comments on blog

articles• Write reviews:

restaurants, products, books, movies, music, makeup, concerts, whatever interests you (Yelp, GoodReads, Amazon, etc.)

• Guest post on a friend’s blog

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What should I blog about?Personal Blog• Movies, TV, Books• Music, Concerts, Arts• Fashion, Makeup• Cooking, Restaurants• Politics, Advocacy, Causes• Hobbies, Sports, Health• Life blog, Pets• Travel, Outdoors• Relationships, Parenting• Cars, Gear, Tech, Science

PR and Communications• How-to, tips, advice• News, stats, trends• Interviews, case studies• Book reviews• Product reviews• Share videos• What you’ve learned• Agree/Dissent• Report on an event or

workshop

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Comment on• Organization blogs: WWPR, PRSay, PRSA-NCC

Blog, DC Ad Club, Capitol Communicator• Agency blogs: Fletcher Prince Blog, Levick• Industry publications: Mashable, Ad Age, • Newspapers: Washington Post, WSJ, etc.

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Anatomy of a good comment

• Ask a question• Every blog has a main

point. Disagree or agree, but back up your opinions with evidence

• Add a supporting point: add to the conversation

• Clarify or disprove one of the supporting points

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Planning Tips

Important for the workplace:

• Have a focus for the blog

• Craft a blog policy• Create an editorial

calendar

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WHY should I read this blog?

• Tell WHAT your blog is about – provide a description

• Tell WHY your blog exists and describe the KEY BENEFIT: what’s in it for me?

• WHO is the blog for? Ages, gender, geographic location, educational level, background, level of technical expertise, needs, lifestyle

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Example: Blog Focus• Published three times a week, The Fletcher Prince Blog is an

informational resource of easy-to-understand marketing articles and videos for small business owners and nonprofit managers who want to learn affordable marketing, public relations, and graphic design strategies to help them communicate effectively with customers or constituents.

• The blog will reinforce Fletcher Prince’s brand image as a friendly, accessible, and trustworthy company and establish Fletcher Prince’s subject matter expertise in its core business areas.

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For each blog post, consider…

• Why are you doing this? What’s in it for you? What payoff do you expect? Is this worth your time?

• Who is your audience? Who will read this?

• What’s in it for them? What benefits can you offer in a blog? Why should they want to read your blog?

• What is the main idea of this post? (stick to one)

• What do you want readers to do? (call to action)

• Is this the right time? Is this the right medium?

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Writing Tips• Write for people AND search

engines -- people SCAN• ONE big idea; stay focused• 450 words MAX; break up long

posts• Compose literal titles• Use subheads• Bold-face keywords and names• Use links judiciously• Always tag• Always: categories• Deep-caption photos

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Images Make Blogs Enjoyable to ReadDO

•

DON’T

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Designing Your Blog

• Logo and profile images

• White background, dark text

• Web-safe fonts• Sidebars and widgets

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Promoting Your Blog• Enable email

subscription & RSS• Add to:– Twitter, Facebook– LinkedIn– Email signature– Business card

• Comment on other blogs

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Recommended PR Blogs1. PRSay: www.prsay.prsa.org2. Beyond PR: www.blog.prnewswire.com3. Fresh Ideas: www.burrellesluce.com/freshideas4. The Publicity Hound’s Blog: www.publicityhound.net5. Levick Insights: www.levick.com/insights/all6. Social Media Club DC Blog: www.socialmediaclubdc.org7. Fletcher Prince Blog: www.fletcher-prince.com/blog8. The PR Toolkit for Nonprofits: www.amazingprmaven.blogspot.com9. PRofessional Solutions Blog: www.prstaffing.com/blog10. Mopwater PR + Media Notes: www.millerlittlejohnmedia.com11. The Eloquent Woman: www.eloquentwoman.blogspot.com12. Mr. Media Training: www.mrmediatraining.com