Need a few reasons as to why you should be blogging? HERE'S 10 1. A blog is a simple, easy-to-use platform for connecting with and sharing timely and relevant information with customers. It’s your direct communication channel. 2. Your blog fuels SEO. Search engines love valuable content and will reward you for it. 3. You don’t have to be a professional designer. Many blogging platforms like WordPress and Hubspot are people-friendly and don’t require any real graphic skills. 4. 60% of businesses who blog acquire more customers, according to a recent HubSpot survey. 5. Your blog is the heart of all of your content marketing efforts. It’s fodder for Facebook, Twitter, LinkedIn, email newsletters, e-books, etc. 6. It gives your company a voice. A blog creates a place to talk about new products, or services, comment on timely news topics or market trends, and share company initiatives beyond your website. It’s also the place let your brand’s personality shine and show people what you’re all about. 7. Blogs share your expertise. How else will you position yourself as a subject area expert and thought leader? 8. A blog creates a two-way conversation with customers, prospects and industry peers. It encourages interaction, comments and feedback. Make sure you reply to all comments! 9. It can be fun. Blogging can be energizing, stimulating, and something you look forward to. 10. Gives you insight into your audience. Blog analytics allow you to track readers, click-throughs, popular topics, shares and comments. You can even tell what day of the week your visitors prefer to stop by.

1. 1Welcome to the World of Blogging…
Welcome to the
World of Blogging…

2. 2Welcome to the World of Blogging…
What is a Blog?
An Online Journal on Steroids

3. 3Welcome to the World of Blogging…
Is a website composed of various content formats including text, photographs, video,
audio and presentations.
Consists of content management system (CMS) formatted for articles with single
or multiple authors
Supports search optimization via keyword rich content, blog architecture & links.
Distributes content via social media, RSS and/or for email.
Allows engagement, real time and asynchronously via comments.
1
Blog Defined
2
3
4
5

4. 4Welcome to the World of Blogging…
Brand History
Today1800 1860 1920 1980 1990
Brandmark –
Brand Quality –
Something we trust
Trademark -
Brand Ownership –
Something we buy
2000
Mass Market –
Brand Association –
Something we want
Post Mass Market –
Brand Superiority –
Something we prefer
Lovebrand –
Brand Inspiration –
Something we love
Wikibrand –
Brand Interaction –
Something we participate

5. 5Welcome to the World of Blogging…
Purpose
Softer
Sale
Sites with blogs generate more leads and more visitors
Personality
Driven
Insight
Focus
Conversation
Editorial
RSS
Distribution
Hard
Sale
Company
Driven
Sales
Oriented
Requires
Visit
Static
No
Conversation
Blogs Websites

6. 6Welcome to the World of Blogging…
A Blog is…
Macom
Marketing
Media Publishing
Social
Media
Search
Optimization
Product
Support
Personal
Journal
WHAT
IS A
BLOG?

7. 7Welcome to the World of Blogging…
Media Blog Examples

8. 8Welcome to the World of Blogging…
Company Blog
Examples

9. 9Welcome to the World of Blogging…
Attract Customers Blog Examples

10. 10Welcome to the World of Blogging…
Executive Blogs Examples

11. 11Welcome to the World of Blogging…
Personal Blog Examples

12. 12Welcome to the World of Blogging…
Why Blogging is at the Heart of Social Media
Social Media are the various platforms enabling interactive web by engaging users to participate in, comment on
& create content as a means of communicating with peers and the public

13. 13Welcome to the World of Blogging…
Provides one-to-
one, one-to-
many & many-to-
many
communications.
Involves
different levels
of engagement-
create, comment
or lurk
Facilitates speed
and breadth of
information
dissemination.
Extends online
and offline
engagement.
Is device
indifferent
Enables real time
or asynchronous
communication
Allows
interactions to
cross platforms
Blogging Social Media Characteristics
Encompasses variety of formats.

14. 14Welcome to the World of Blogging…
Theory Behind Social Media
• The Law of the Few
• Connectors-People who link people to others
• Mavens-Information specialists
• Salesmen-Persuaders
• The Stickiness Factor – Message context increases impact and memorability
• The Power of Context – Human behavior is sensitive to and influence by environment.
Source: The Tipping Point – Malcom Gladwell
81% consumers trust advice and information from blogs
70% of consumers learn about a company through articles

15. 15Welcome to the World of Blogging…
Online Engagement Indicators Include:
Number of
comments
Number of
Shares
Increased
Subscriptions
Increased
“favorites”
Increased
links
Endorsements
and mentions
The number
of views

16. 16Welcome to the World of Blogging…
Tips for Engagement
1. Having Engaging Values
2. Have Quality Content
3. Consider a Call to Action
4. Ask Questions
5. Be Human
6. Be Responsive
7. Be Courteous
8. Don’t forget to Monitor
9. Use Pictures
10. Be Succinct
11. Have Fun
12. Have great headlines
13. Success Stories
14. How To Tips
15. Polls
16. Gaming
17. Giveaways
18. Consider Ambassadors
19. Integrate activity
20. Controversial items

17. 17Welcome to the World of Blogging…
Who Blogs
Average blogger spends
8-10 hours week on blog
Has 3.5 blogs
40% of respondents blog
via smart phone or iPad
80% of bloggers have
been blogging for 2+ years
WHO
BLOGS

18. 18Welcome to the World of Blogging…
Who visits Blogs?
• 48% of blogs have less
than 1,000 unique
visitors/month
• 2% of blogs have
100,000+ unique
visitors/month
• Social media drives blog
traffic
• 87% of bloggers
have Facebook
page for blog
• 56% of bloggers use
Twitter to promote
posts

19. 19Welcome to the World of Blogging…
Problem
Reasons that companies launched a corporate blog according to CMO at US Fortune 1,000 Companies,
Dec 2010
• 50% It’s the cost of doing business today
• 20% To gain clients/customers
• 18% To become an authority within the industry
• 10% To keep clients/customers and employees up-to-date about the company
• 1% To gain exposure for the company
Source: Blog2Print, “Corporate Blog Survey Results,” provided to eMarketer, Dec 14, 2010

20. 20Welcome to the World of Blogging…
Corporate Blogging by the numbers
0%
10%
20%
30%
40%
50%
60%
2007 2008 2009 2010 2011 2012 2013

21. 21Welcome to the World of Blogging…
Causes for Blogging
• Blogs provide owned 24/7 publishing platform.
Can respond to PR crises and third party
media.
• Blogs provide content regarding brand,
products & company.
• Blogs provide food for social media & social
sharing.
• Blogs provide information for a variety of target
audiences
• Blogs provide content & linking that support
search optimization

22. 22Welcome to the World of Blogging…
Blogging Business Goals
Source: Focus research, “Marketers’ Benchmarks 2011: A Survey of Marketers’ Priorities & Challenges, “ June 8, 2011
0%
10%
20%
30%
40%
50%
60%
Acquire Leads Build Brand Convert Leads Better Understand
Customers/Audience
New Product
Development/Launch
Retain Customers
B2B
B2C

23. 23Welcome to the World of Blogging…
Who is your Blog’s Audience
1. Who is your target reader or segments?
2. What information do they want from you?
3. How do they participate on blogs & social media?

24. 24Welcome to the World of Blogging…
10 Marketing Persona Questions
1. What are their demographics?
2. What is their lifestyle?
3. What are their interests?
4. Who influences their product choices?
5. What are their personal goals?
6. What are they like emotionally?
7. What are their past behaviors?
8. What do they want from your company and
products?
9. What do they think of your competitors?
10.What information do they want related to product
decisions? Where are they when they need it?

25. 25Welcome to the World of Blogging…
Maslow’s Heirarchy of Needs
Self
Actualization
Esteem
Social
Safety
Physiological Hunger; shelter; water; etc
Security, protection
Sense of belonging; love; family
Self esteem; recognition, status, respect of
others
Self development & realization

26. 26Welcome to the World of Blogging…
What will your blog cover?
1. General news
2. Product related content – news, how-to
recipes, etc.
3. Customers
4. Related human interest
5. Internal company information
6. Opinions
7. Distribute other forms of content
8. Other ideas?...