Why should you blog?
To drive traffic to our website and improve our search engine ranking on the web
To promote our company and its products
To raise profile and to be seen as industry experts, or though leaders
To tell our story and educate the marketplace in turn
To become part of the community within our industry, market, or segment
What objectives should you have?
Extent our reach in terms of market coverage
Stickiness - interact with people more often and for longer
Number of comments, subscribers, references to post and links to post (referral quality)
What tips should you follow?
Don’t’ say anything unless you have something interesting to say… we want to feed the conversation
Avoid profanity
Always link to others….Create a voice and a sense of humor
“Don’t diss” – most influential bloggers “practice an almost parliamentary civility” Paul Gillin pg. 22…. balance being timely and opinionated and being controversial
Be transparent – don’t revise posts. unless you label update Posts Means we need to think carefully before we post
Comment on other blogs (it invites direct interaction with that blogger)
Before commenting make sure we have read the blogs posted over a three day period. Make sure we understand what motivates the blogger and what he/she likes to talk about…. Don’t just jump in
Keep the blogs concise (ensure they have meaning). Length depends on topic
Be responsive and track responses to posts and comments (comment tracking is important as posters are likely waiting a response – how this is managed later will depend on the number of comments)
Point to other players who maybe competitors – history shows people will come back to us (need to include those with opinions on the topic)
Tie RSS into our blogs (looking to tie separate RSS for each topic)
Use content sharing tools: (e.g. tie in Social bookmarks to your posts)
Register blogs with indexers
Post tips and alerts we have set-up (acts like a FAQ and ‘How-to’. Also makes for a good blog post)
Recognise other peoples alerts (this will be very important for us – need to acknowledge those who have put effort into their alerts)
Write the posts so they don’t draw a conclusion…. Feed the conversation don’t kill it!
Write with skimming in mind
Short sentences
Hook readers
Headings and bold where you want to draw in reader (Top-x headings do well. Lists make great posts)
Use keywords so Google can get the context of blog content
Find the blog carnival that covers topics of interest
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