What is Blogging?

1. A blog is a piece of technology which acts as a PLATFORM

2. A reader will have an expectation that a blog will deliver actual content
with some elements of value.
Why bother to blog?

1. Compared to a website, blog is fluid, creative and flexible. Allows you to
present fresh information to your customers.

2. SEO dynamic. Google likes sites to update regularly.

3. you are the owner of your blog, don’t have to fit in around rues of Twitter,
FB etc. You can use data from your blog to learn about your audience

4. Connectivity – Blogs are like road directions, connecting customers to
your Soc media sites, website etc.

5. Blogs can lead to sales and leads.

Blogging is a way of connecting with your audience/ customers and sharing. It’s a
way to build your audience and engage with people.

Blogging is a supplementary tool to your website and social media channels, it
gives you and your business another voice. Blogging should be inextricably
linked to all you social media channels.

But before you decide to start blogging, it’s important to:

• Define your goals, why are you doing this and what do you hope to
achieve from it.

• Are you looking to promote your service or products, are you sharing
ideas, or establishing yourself as an expert in your field?

• Remember that your blog is your BRAND

Essentials of blogging

1. Blogging is all about storytelling. Marketing has undergone a massive
shift (social media) its all about customer engagement…. Customers have
a voice which can be easily heard and virally spread.

2. Understand your audience and blog about things that will interest them.

3. Research what interests your audience, get ideas from asking people
through your social media channels. Ask them about what topics interest
them, research similar blogs, social media sites for services or products
which are similar to yours.

4. Listening to your customers will help your audience to GROW.

5. Your tone and language should reflect your personality. Write how you
speak! Don’t be afraid to be yourself.

6. Stay true to your voice – people don’t follow sites, they follow PEOPLE.

7. Your audience will identify with how you say something so don’t be afraid
to use emotion, humour.

How to get started:

1. Newbie bloggers – lots of free blogging sites, can use a template, create
your own layout.

2. Best to get a professional domain name

3. Lots of plugins (added features) and widgets to choose and personalise
your blog. Start off by keeping it simple and focus on good content.

4. Build an email list so you don’t have to rely on search rankings. Your email
list becomes your Community.

5. Focus on building a call-to-action. You want to get people interested in
following you and on all your social media platforms. Always finish your
blog with a call-to-action (this will help increase you Twitter followers
especially.

6. Have sharing icons on your blog and populate your blog on all your social
media channels.
What to talk about:
Joe Pulizzi (Content Marketing Evangelist- Co founder of Content Marketing
Institute) said

“ A blog post is like a mini skirt, it has to be short enough to be interesting
but long enough to cover the subject”

FACTS:
• Many visitors do not scroll
• Most visitors read 60%
• Most visitors see all content on photos and videos
• Research other bloggers; see what’s popular/ relevant to your business.
• Showcase what you know – people are often afraid of giving away their
secrets and hold back on the good stuff. But in a world where everyone
has access to the internet, there are very few secrets. Offer free
downloadable PDF’s.
• Giving free content away will also enable you to build loyal fans.
• Write catchy headlines – people have a split second to decide whether
they should click on your post.
• Have something ‘citable’ in your blog or a reference as this will help
populate your blog on the web.
• Adding videos to your blog will make you stand out from other bloggers in
your niche. (nb videos will help in your search rankings)
Structure your blog:

1. Don’t produce a long essay. Think Visually Break up the page with:
• Headers.
• BOLD keywords
• Italics
• Lists
• White space
• Pictures (professional, Pinterest) OR videos
• Charts
• Diagrams
• Links
• Quotes
Make it easy to read
Posts aligned to the left are easier to read.

2. Keep to a 1-2 minute read length. Minimum of 300 words, ideally about
500.

3. Practice makes perfect. Brainstorm content ideas. Suggest you write
several at a time, Create a block of blog content.

4. Encourage Guest bloggers

5. Be a guest blogger.

6. Be consistent in your style and blogging frequency. Fact: Bloggers who
post weekly get proportionally more followers than those who blog
monthly.

7. Use images, far more engaging.

Post Blogs:

1. Ensure you follow up after you’ve posted your blog
• Share and circulate on Twitter/ FB and LinkedIn
• Respond to comments
• Thank people for retweeting
• Comment on other people’s blog posts
• Interact with your customers
• Encourage discussion (Dialogue not a monologue)
• Check on insights, click throughs etc

2. Plan to invest in blogging for the long term… web is a big noisy place.

3. Be persistent

4. Fake it until you make it – Be confident even if you’re not feeling that way.

Amanda Murray http://www.amandamurraymarketing.com/

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