blogging and podcasting for business - advanced media productions

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Blogs and podcasts are important to businesses because they are a way to communicate directly to your consumers, differentiate your company form your competitors, position you as an expert, build your brand and for overall media and public relations. They are also used as an important part of search engine marketing, relationship marketing and WOMM.

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  • 1.Blogging and Podcasting for Business Louise Rijk Vice-President Marketing and Sales Advanced Media Productions 1

2. 2 Overview Blogging and Podcasting for Business Blogging For Business - What is a Blog? - Why does a Business Need a Blog -- Blog Applications and Platforms - Before Starting a Blog - Important Blog Features - Writing Blog Posts - Blog SEO - Blog Syndication Through RSS Feeds - Blog Promotion - Blog Analytics Audio Podcasting For Business - Podcast Audience - Podcast Components - Why Business Podcasting? - Podcast Applications - Podcast Production - Landing Page Optimization - Sound File Search Engine Optimization - Submitting the RSS Feed 3. Blogging for Business 3 4. - Blog - Web Site or Section within a Web Site - Blog Post - Written Text Entry by the Blog Author(s), Organized in - Comment - Most Blogs Allow Readers to Comment on Individual 4 Blogging and Podcasting for Business - BLOGGING What is a Blog? Categories and Listed in Reverse Chronological Order Blog Posts 5. 5 Blogging and Podcasting for Business - BLOGGING Why Does a Business Need a Blog? - Direct Communication - Brand Building - Position You as Expert - Media and Public Relations - Search Engine Marketing - Competitive Differentiation - Relationship Marketing - Exploit the Niches - Reputation Management 6. 6 Blogging and Podcasting for Business - BLOGGING Blog Applications Internal and External Blogs

  • Internal Blogs
  • Team/Project Management Communications
  • Internal Communications and Knowledge Sharing
  • Idea Generation
  • Personal Knowledge Management
  • External Blogs
  • Marketing/Product
  • Customer Service
  • Industry News Aggregation and Analysis
  • CEO Blog

7. 7

  • Hosted versus Software Application
  • Hosted: Blogger.com Software Package: Wordpress
  • Open Source/Vendor Supported
  • Open Source: Wordpress Vendor: Movable Type (Six Apart)
  • Top Blog Platform Contenders
    • iUpload (hosted), Six Apart (Movable Type), Wordpress
  • Other Solutions
    • Drupal, Roller, Telligent Systems, Tractor Software, Six Apart

Blogging and Podcasting for Business - BLOGGING Blog Platforms (I) (Typepad), Userland Software 8. 8 Blog Platforms (II) Source: Forrester Research, Inc.: The ForresterWave : Blogging Platforms Blogging and Podcasting for Business - BLOGGING 9.

  • - Search Engine Marketing Benefit
  • - Individually Branded versus Integrated
  • -Individually Branded Blog
    • - Carefully Choose Unique Domain Name
    • - Host Under Unique Domain Name
    • (company.blogspot.com versus www.company.com)
  • -Integrated Web Site Blog
    • - Entry to Blog Must be Visible on the Home Page and in Global Web Site
    • -Blog Template Must Match Visual Appearance of the Web Site

Blogging and Podcasting for Business - BLOGGING Things to Consider Before Starting a Blog 9 Navigation 10. 10 Blogging and Podcasting for Business - BLOGGING Important Blog Features (I)

  • Reverse Chronological Text Posts, Audio and Video with
  • Blog Roll
  • Comments
  • Manual/Automatic Trackbacks
  • Pinging
  • Archives
  • Months Category
  • Clean URLs

11. 11 Blog Features (II) Blogging and Podcasting for Business - BLOGGING Keywords Title bar Optimization Permalink RSS Feeds in Category Social Media Quick Links Most recent or popular entries 12. Blogging and Podcasting for Business - BLOGGING Blog Are Not For Text Only (I) 12 Show Notes 13. Blogging and Podcasting for Business - BLOGGING Blog Are Not For Text Only (II) 13 Show Notes 14. 14

  • Make Your Opinion Known
  • Post Often, Write Less
  • Use Descriptive Post Titles
  • Use Frequent Paragraph Breaks When Writing Longer Posts
  • Edit Your Post Before Posting
  • Invite Conversation and Encourage Readers to Comment
  • Engage with Others by Writing Posts that Reference Other Blogs
  • Thank People for their Comments

Blogging and Podcasting for Business - BLOGGING Practical Writing Blog Posts 15. 15

  • Keyword Research
  • Post Title (Permalinked) If Possible Keyword-rich
  • Keyword-rich Categories
  • Keyword-rich Blog Post Entry
  • Keyword-rich Meta or Page Title Different Than Post Title
  • Keyword-rich Meta Tag Description

Blogging and Podcasting for Business - BLOGGING Blog SEO (I) 16. 16

  • CSS-styled H1, H2 and H3 Tag Heads and Sub-heads
  • Cross-link Similar Themed Web Site and Blog Sections
  • Short and Clean Internal URL Link Structure
  • Use Keyword-rich Anchor Text in Embedded Links

Blogging and Podcasting for Business - BLOGGING Blog SEO (II) 17. 17

  • RSS Feed Separate Feeds for Each Category
  • Enable Autodiscovery
    • Announces Your Feeds Availability to Browsers and Search Engine Crawlers
    • Simplifies the Subscription Process for Many Readers
  • Turn Pinging On
    • Submit Blog to Ping-O-Matic

Blogging and Podcasting for Business - BLOGGING Blog Syndication RSS Feeds 18. 18

  • Chiclets Quick Links to Social Media Web Sites (Digg, Del.ico.us,
  • Subscribe Buttons Include Subscribe Buttons for My Yahoo,
  • Blog Search Engines and Directories Submit Blog RSS Feed to
  • Forums Participate in Forums and Leave Blog URL in

Blogging and Podcasting for Business - BLOGGING Blog Promotion (I) Furl) Bloglines and Others Wizard (e.g. Submit RSS Feed) Blog Search Engines and Directories using RSS Submission Personalized Signature 19. 19

  • Distribute an Online Press Release with a Link to the RSS Feed
  • Post Comments on Other Blogs
  • Notify Other Bloggers About Your Blog via Comments and Email

Blogging and Podcasting for Business - BLOGGING Blog Promotion (II) 20. 20 Blog Tracking Systems - Technorati Feed Tracking Systems - Feedster Trending Systems - BlogPulse Blogging and Podcasting for Business - BLOGGING Blog Analytics 21. 21 Blogging and Podcasting for Business Audio Podcasting for Business 22. 22 Blogging and Podcasting for Business AUDIO PODCASTING Podcast Audience

  • 9.2 million Web Users or 6.6 percent of US Web Users Have
  • 11 percent of Americans have listened to an audio podcast, 53
  • Estimated year-over-year audience growth: 15-30 percent

Downloaded Audio Podcasts in the Last 30 Days (Nielsen//Netratings) Percent under the age of 35 (Nielsen//Netratings) (Arbitron) 23. 23 Blogging and Podcasting for Business AUDIO PODCASTING

  • Digital Audio File in MP3 Format
  • Audio PlayBack Device:
  • - PC Streamed or Downloaded
  • - MP3 Player Downloaded
  • - Burned onto a CD and played on a DVD player
  • - Cell phone Streamed or Downloaded
  • Syndicated Distribution Through RSS File

Audio Podcasting Components 24. Blogging and Podcasting for Business AUDIO PODCASTING

  • Communicate New Ideas with Prospects and Customers
  • Promote Products and Concepts
  • Additional Marketing Channel to Extend Reach
  • Deepen the Relationship with Customers

24 Why Business Podcasting? 25. Blogging and Podcasting for Business AUDIO PODCASTING

  • Music Promotions
  • E-learning
  • Audio Guides
  • Product/Service Information
  • Aggregated Industry News and Commentary
  • Product Promotions
  • Audio Books

25 Audio Podcast Applications 26. Podcast Production Blogging and Podcasting for Business AUDIO PODCASTING 26

  • Strategy and Planning
  • Identity, Content and Messaging
  • Script Writing
  • Recording, Editing, Mixing and RSS Feed Creation
  • Landing Page and Optimization
  • Podcast Hosting
  • Search Engine Optimization

27. Blogging and Podcasting for Business AUDIO PODCASTING 27 Strategic Planning

  • Goals, Objectives and KPI
  • Competitive Analysis
  • One-off Standalone Podcast or Multi-episode Podcast Show
  • Determine Show Topic, Content, Overall Tone, Taste and Attitude
  • Podcast Name and Episode Names

28. Blogging and Podcasting for Business AUDIO PODCASTING 28 Identity, Content and Messaging

  • Audio Logo
  • Content and Content Organization (depends on type of Podcast)
    • Product and Service Descriptions
    • Features and Benefits Descriptions
    • Technical Specifications
  • Market

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