Your blog your brand - tips on getting started with your blog. Talk at WordCamp Sydney 2012 at Sydney University

1. Your Blog,
Your Brand
Tips for getting started
with your blog.
Kate Carruthers
July 2012 © 2012 Kate Carruthers | katecarruthers.com 1

2. Agenda
• My blogging background
• Communications context
• Key practices and
principles
• Tools and tips
July 2012 © 2012 Kate Carruthers | katecarruthers.com 2

3. Source: http://ashique47.deviantart.com/art/Don-t-Panic-and-Carry-a-Towel-208003765
Slides at: slideshare.net/carruthk
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4. Things have changed…
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5. Democratization
of
communication
Source: http://www.guardian.co.uk/media/2010/mar/07/rupert-murdoch-support-times
and
distribution
Source: http://www.theaustralian.com.au/media/risks-and-rewards-ahead-as-leaders-look-to-brighter-days/story-e6frg996-
1225884962472
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6. A digital revolution…
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7. A business revolution…
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8. Reputation
is now
established
and
maintained
online
Source: Did you know you’re naked? Your Online Reputation is showing
By Lori Gama
http://lorigama.wordpress.com/2009/08/24/did-you-know-youre-naked-your-online-reputation-is-showing/
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9. Personal Brand
Authenticity
Authority
Assurance
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10. It’s like a puppy
Don't get
one if you
can’t
look
after it
properly
July 2012 © 2012 Kate Carruthers | katecarruthers.com
10

11. Preparation
• Choose a blog name
• Get a WordPress blog
• Wordpress.com is fine to start
• Register your own domain
• Clean-up your online presence
• Setup social media and connect
it to your blog
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12. Preparation
• If you want more control move
to self-hosted
• Self-hosted?
– Invest in a decent paid theme
– Lock down WordPress
– Get good hosting, don’t just go
cheap
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13. Planning
• What are your goals for the
blog?
– Is it for money, promotion, burning
desire to write?
• Decide what kind of blog you
want
– Business, professional blog, or
personal?
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14. Planning
• Who is your audience?
– What are their expectations?
• Devise content plan
– Copywriting, images, videos
• Setup blogosphere/news
monitoring
• Read up on copyright & defamation
July 2012 © 2012 Kate Carruthers | katecarruthers.com 14

15. Planning
• Define your rules of engagement
– Comment moderation, spam,
blogola, troll management
• Check the legal situation
– Domain names, business
registrations, insurance
July 2012 © 2012 Kate Carruthers | katecarruthers.com 15

16. Action
• Set up a blogging schedule
• Schedule clear time to blog
• Just write – frequency is as
important as quality
• Focus on perfection is your
enemy
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17. Action
• Keep a list of ideas (carry it
with you)
• Thou shalt use proper HTML
heading tags
• Use white space
• Make it easy to read
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18. 5 Blogging Myths
1. Just build it and they will come
2. Daily blogging is essential
3. Comments are a good metric
4. You can easily make money
from blogging
5. Blogging takes up too much
time
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19. Favourite Plug-ins
• Akismet
• All in One SEO Pack
• Better Related Content
• Jetpack
• WordPress Editorial Calendar
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20. Favourite Plug-ins
• WP-PageNavi
• Simple Google Sitemap
• WordPress Database Backup
• Revision Control
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21. Blogging Resources
• Blogging: Darren Rowse
http://www.problogger.net/
• Personal Brand: Dan Schwabel
http://www.personalbrandingblog.com/
• Writing: Valerie Khoo
http://www.sydneywriterscentre.com.au/
• PR: Catriona Pollard
http://publicrelationssydney.com.au/
July 2012 © 2012 Kate Carruthers | katecarruthers.com 21

22. Thank-you
Feel free to contact me with
any questions or ideas
@kcarruthers
katecarruthers.com
July 2012 © 2012 Kate Carruthers | katecarruthers.com 22