A blog is your social media hub. This is where the magic starts. This is what you need to know to get started

1. FLYTE SCHOOL
How to Plan, Build and Promote
a Business Blog
Rich Brooks
flyte new media
http://www.flyte.biz
http://www.flyteblog.com
http://twitter.com/therichbrooks

2. TODAY’S GOALS
• To understand...
• what a blog is
• how to plan your blog
• how to blog your blog
• how to promote your blog

3. HOLISTIC WEB MARKETING
http://www.flickr.com/photos/myklroventine/

4. HOLISTIC WEB MARKETING
http://www.flickr.com/photos/myklroventine/

5. HOLISTIC WEB MARKETING
• Attraction
http://www.flickr.com/photos/myklroventine/

6. HOLISTIC WEB MARKETING
• Attraction
• Retention
http://www.flickr.com/photos/myklroventine/

7. HOLISTIC WEB MARKETING
• Attraction
• Retention
• Conversion
http://www.flickr.com/photos/myklroventine/

8. HOLISTIC WEB MARKETING
• Attraction
• Retention
• Conversion
• Measurement
http://www.flickr.com/photos/myklroventine/

9. BLOG DEFINITIONS
• Blog - A simple content management
system

10. BLOG DEFINITIONS
• Blog - A simple content management
system
• Blogging platform - Software to create a
blog

11. BLOG DEFINITIONS
• Blog - A simple content management
system
• Blogging platform - Software to create a
blog
• Blogosphere - The world of blogging

12. BLOG DEFINITIONS
• RSS (Real Simple Syndication) -
A way of syndicating your
blog content
• Newsreader - a tool for reading RSS feeds
• Ping - a method for computers to say “hi,
are you listening?”

13. BLOG DEFINITIONS
• RSS (Real Simple Syndication) -
A way of syndicating your
blog content
• Newsreader - a tool for reading RSS feeds
• Ping - a method for computers to say “hi,
are you listening?”

14. BLOG DEFINITIONS
• News Aggregator - site that gathers and
displays news from feeds
• Anchor Text - the words in a hyperlink

15. BLOG ANATOMY

16. THREE FACES OF BLOGS

17. THREE FACES OF BLOGS

18. THREE FACES OF BLOGS

19. THREE FACES OF BLOGS

20. NEWSREADERS
• iGoogle
• (http://www.google.com/ig)
• NewsGator
• (http://www.NewsGator.com)
• Bloglines
• (http://www.bloglines.com)

21. THE BUSINESS CASE FOR BLOGS
• Why Blog?
• Search engine optimization
• Establish yourself as an expert
• Lead generation
• Better communication/Broader reach
• Ad Revenue/Monetization

22. Web sites are your
“BUT I HAVE A WEB SITE” portfolio, the way you
want the world to see
you; blogs are an ongoing
conversation, warts and
all.
• Blogs can be updated w/o HTML
knowledge
• Search engines love blogs
• Blogs have farther reach via RSS
• Blogs complement your Web site

23. “BUT I HAVE AN EZINE”
• Blogs can’t be stopped by spam filters
• Blogs are archived by search engines
• Blogs can be delivered via email
• Blogs complement your email
newsletter

24. PLANNING YOUR BLOG
• Find and read related blogs
• Technorati
• Delicious
• Blog directories
• Blogrolls

25. PLANNING YOUR BLOG
• What Do I Blog About?
• Who’s your audience?
• What’s going on in your industry?
• Company news
• Don’t blog a sales & marketing
brochure

26. BRANDING YOUR BLOG
• Own your domain
• Choose or design a complementary look
• Cross link, cross promote

27. FINAL CHECKLIST
• Get your blogroll ready
• Plan soft launch/hard launch
• Schedule blogging and commenting time

28. WRITING BLOG POSTS
• Anatomy of a great post
• Compelling, keyword-rich title
• Focus
• Link to your resources
• Choose appropriate categories

29. THE PLAYING FIELD

30. TAG & CATEGORIZE

31. WE’RE LIVE!

32. DEALING WITH COMMENTS
• The Good
• The Bad
• The Spammy

33. PROMOTING YOUR BLOG
• At Your Blog
• Newsfeeds
• Email Feed (FeedBlitz, Feedburner)
• Tags
• Social Bookmarking Links

34. PROMOTING YOUR BLOG
• At Other Blogs
• Comments / Pingbacks
• Guest Blogging

35. PROMOTING YOUR BLOG
• Through Other Services
• Ping news aggregators (Pingoat.com)
• Submit to blog directories

36. PROMOTING YOUR BLOG
• Through Other Marketing Channels
• Web site
• Email newsletter
• Email signature
• Discussion Forums/BBS
• Traditional advertising/Press releases

37. PROMOTING YOUR BLOG
• Get Incoming Links
• Create link-worthy content
• Include a blogroll and lots of links
• Click your own links

38. CREATE LINKBAIT
• List of blogs in your niche
• How-To articles
• Be Contrary
• Numbered Lists

39. MY BLOGROLL
• Technorati: http://www.technorati.com
• Pingoat: http://www.pingoat.com
• TypePad Pro: http://www.typepad.com
• Feedburner: http://
www.feedburner.com
• FeedBlitz: http://www.feedblitz.com
• Blog Directories: http://
masternewmedia.org/rss/top55

40. THANK YOU

41. THANK YOU
Rich Brooks
flyte new media
136 Commercial St., Ste 201
Portland, ME 04101
http://www.flyte.biz
http://www.flyteblog.com
http://twitter.com/therichbrooks