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So you want to build a blog Drew McLellan. Housekeeping Link to all slides, resources etc.

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Presentation on theme: "So you want to build a blog Drew McLellan. Housekeeping Link to all slides, resources etc."— Presentation transcript:

1 So you want to build a blog Drew McLellan

2 Housekeeping Link to all slides, resources etc. Business cards Feel free to interrupt, ask questions or cheer aloud No so pretty. Tried to pack a lot in. Feel free to share this with your co-workers. Just keep the copyright stuff in place. Copyright McLellan Marketing Group. All Rights Reserved.

3 Why?

4 Why are we going to invest the resources? Needed to learn about the medium A way to demonstrate MMG’s expertise Extension of Business Record column Opportunity for media buzz No one else was doing it The challenge

5 Success will look like what? Strong rankings (Top 500 was original goal) Lots of comments New connections Clients buying decision reinforced New prospects -- contacting us Speaking gig requests Fun

6 Who?

7 Who are we writing to/for? Ian -- CMO/Director of Marketing at a medium- sized company Erin -- small business owner Patrick -- blogging/marketing pro Persona post

8 What?

9 What will we write about? Categories -- broad topics (2/month) Editorial Calendar post ideas, 30, 45? Practice makes perfect

10 When?

11 How often and how will we maintain it? 3-4 fresh posts per week Multiple author -- scheduled? Single author -- block time off (1 hour/post) Proofing/Approvals M-F, 7 days a week? Friday only? Monday only? (Thursdays #1)

12 Where?

13 Where questions Where will you host it? On our website or separate? Where will you direct everyone? (URL)

14 How?

15 How do we want to come across? Tone/Style Length of posts Visuals Blog design/functionality Blog design/looks Comments policy

16 Let’s not embarrass ourselves Pick a vendor (Drew = Typepad.com)Typepad.com Design or template decision List of potential posts Source for visuals Practice for 30 days (get a coach)

17 Read. Observe. Learn.

18 Comment. Communicate. Connect.

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21 It’s a share and share alike mentality You are part of a bigger community You need to build your own community Bloggers reach out & help/support other bloggers It’s personal (to a degree)

22 Links out = blog currency Comment (stage one) Refer/Point to (stage two) Blog roll (stage three)

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26 Technorati.com

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28 How do you build a community? You go to them (read/comment) You put out the welcome mat Quality content Quick to respond to comments Easy navigation/design You ask open-ended questions You share resources

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30 The PDF

31 Toolbox

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33 Make it easy for your community To reach you -- give them choices To comment To subscribe

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36 But in the end…it all boils down to content Be real. Be relevant. Be a resource. Be a value.

37 Always remember… It’s not about you. Or your organization. Remember that in the short term and it will be about you and your organization in the long term.

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39 Copyright McLellan Marketing Group. All Rights Reserved.


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