Part one of a six-part blogging basics education series presented by Profitecture. This segment covers: --What are blogs good for? --Business applications of blogging --Elements of a blog --Why search engines like blogs --Importance of choosing specific topics and themes --Sidebars and widgets --Choosing blogging platforms --Plug-ins --Customizing blog look and feel

1. Blogging Essentials
for IBM Business Partners
#bpblogging
Paul Gillin
Social Media Coach

2. What are blogs good for?
•Timely, frequently updated information
•Multiple media types
•Single voice
•Fixed display
•Flexible organization
•Search engine performance

3. Why So Popular?
•Cheap and easy to create and update
•Have distinct personal voice
•Can quickly build traffic through reciprocal links
•Excellent search engine performance
•Modest revenue opportunity
•Simple way to keep notes

4. Blogs Generate 97% More Links
Source: HubSpot

5. Google Loves „em

6. Lower Cost Per Lead
$400 $373
$346
$350 $332
$300
$250
$200
$150 $134 $143 $135
$100
$50
$0
2010 2011 2012
Inbound-dominated Outbound-dominated
HubSpot 2012 State of Inbound Marketing Study

7. USES IN BUSINESS
7

8. They Can Be Used to End-Run Media…

9. …Reinforce Brand…

10. …Define
Culture…

11. …Educate
Prospects…

12. …Establish Thought Leadership…

13. Blogs Can Be Thematic…

14. …Brand-
Specific…

15. …Or Personal This is cool!
15

16. Single Author

17. Multi-Author

18. NUTS & BOLTS
18

19. Blog Organization Options
Blogs are organized •Chronology
Post
in reverse- •Category
chronological order
Post •Tag
by default, but other
options are •User-defined
Post criteria (e.g.
available
“Featured Post”
Post
Post
Post
19

20. Permalink
Key Blog
Individual “Post”
Title &
Elements
Description
Sharing Links
Sidebar
TrackBack

21. Key Blog Elements
About the Blogger
Comments

22. Have a Good About Page

23. Popular Platform Options
Pros Cons
• Easy to start • Few design options
• Easy to use • Limited extensions
• Indexed by Google • Spammer’s paradise
• Works well with Google
Analytics
Pros Cons
• Easy to start • Limited self-hosting options
• Easy to use • Limited theme options
• Good assortment of • Limited plug-in options
themes
Pros Cons
Self-hosted • Infinite themes • Requires some technical
WordPress • Infinite plug-ins skill
• Easily integrated with • You’re your own technical
business website support
• Works well with
Google Analytics

24. What‟s a Plug-In?

25. Blogging success factors
•Have a clear focus
•Update frequently
•Speak distinctively
•Have a point of view
•Surprise and delight
•Link to get links
•Use all the media you can
•Educate and assist
•Ask for feedback

26. A Blog Doesn‟t Have to Look Like a Blog

27. Thanks!
Paul Gillin Site: gillin.com
508-656-0734 Blog: paulgillin.com
paul@gillin.com Twitter: pgillin