1. Blogging 101:
Compelling content
and a loyal audience

2. What is a blog?
• Comes from a blend of “web” and “log”
• Online publication that is constantly evolving —
Keeps website fresh
• Centered on specific editorial categories and topics

3. Should I have one?
• Do you want one?
• Can you keep it alive?
• Treat it like a baby, a puppy or a potted plant

4. Quantitative Benefits
• 55% more website visitors per month
• 97% more inbound links to your website
• Increased SEO: 434% more indexed pages

5. Qualitative Benefits
• Thought leadership — Become an “expert”
• Employee empowerment
• Valuable brand extension
• Opportunity to provide rich, fresh content
• Drives traffic to other social media platforms

6. Before you start
• Create a visual identity and voice
• Create a blogging team
• Outline a process for content creation and review
• Conduct a content inventory
• Generate a content calendar
• Always drive traffic to and from your social media
platforms

7. Content is everything
• Stay within your brand
• Frequency is key
• Provide value to the reader
• Package your content neatly
• Look to add video and photos

8. Engage — Be social!
• Call to action
• Respond to feedback
• Listen elsewhere and engage
• Bring real life discussions online

9. Generate traffic
• Website homepage
• Email signup / RSS feed
• Leverage social media platforms, industry
newsletters and publications, even your
company newsletter
• Promote key influencers

10. Tips & Tricks
• Seek out your audience
• Comment everywhere (in a meaningful way)
• Find content opportunities
• Pound SEO keywords, write strong headlines
• Photos, videos, infographics
• Review analytics often