blogging for business - connect consultancy

Blogging for Business

A Beginners Guide

Connecting Companies, Customers & Communities

Overview


• What is a blog?• Why blog? • Setting up a blog• Structure, format and content• What to blog about?• Promoting your blog • Visuals• Measuring success

What is a Blog?


The heartbeat of your website!

Why Blog for Business?


• What are the business benefits?

Lots of Good Reasons!


• Drives traffic to your website• Establishes you as an

authority/trustworthy• Encourages engagement and

connections• Gives you content to use on social

media• Gives your business a personality!• Showcases you and your business• Generates leads• To make money!

Getting Started


• Decide on your platform• Decide on your style• Keep true to your brand• Keep a note of new ideas• How often will you blog?• Be inspired, use emotions, visuals, be

you• 80/20 rule Blogs are about connecting with

your customer so don’t need to be just about your business!

Where to Host your Blog?• WordPress.com and .org• Blogger• Tumblr• SquareSpace• Within your own website


WordPress.Com


• Hosted by WordPress• Completely customisable• Lots of plug ins and themes• Scalable and free option• Good community support• Allows images, links, tags, SEO• For individual bloggers or businesses

Hosting Your Own BlogBest option

◦ You own it◦ Drives people to your website◦ Good for branding and awareness◦ More features, sophisticated

A plug in usually WordPress.orgWrite blog, upload pictures, add linksNeeds to be maintained


Blogging Ideas Information InstructionalReviews InterviewsPersonal/MotivationalResearch Involve ReadersSocial Media/GoogleFAQ’sWeb based generators


How Often Should I Blog?


• Depends on audience• Your Capacity• Daily – big commitment• Weekly/Twice Weekly – good option• Monthly – better than nothing• Guest Bloggers – more content

Blogging Rules


• Establish your Aims• Make Sure you Use:

o Good Contento The Right Toneo Imageso Links

• Make it Easy to Reado Formattingo Sectionso Right Length – 400 – 800 words

• Include a Call to Action• Double Check!

Structure


• Beginning – grab attention• Middle – fill in the detail• End – conclude and Call to Action• Title – do afterwards• Images – at least one• Links – good for SEO

Using Images Improves blogRelevant, good qualityUse pictures, images, cartoonsOptimise to use across platformsRoyalty free photos or paid for images e.g.

Shutterstock Getty images

Use your own picturesUse ALT TEXT to describe


Getting your Blog found by Search Engines


• Good quality content• Keywords• Hashtags• Titles/Sub-headings/Lists• Register and Directories• Tags/Labels• Categories

Re-using Content


• Twitter/Facebook• Share often• Change format• WordPress.com – sharing tools• LinkedIn• Pinterest• Email Signatures• Mentions• Other Blogs• Newsletter• PowerPoint/SlideShare• Video• Infographic

Who Reads Your Blog?


Anyone!• Customers• Competitors• Influencers• Business Associates• Personal Contacts• Followers• Media

Measuring SuccessNote what works and whyAmend and improveMeasure:

o Views/Shares/Likeso Commentso Engagemento Sign upso Web site clicks/visitso Linkso Work secured


Summary Be passionate, be you – find your voice Jot down ideas and save pictures Use appropriate content and language for your audience Decide on platform– you can always change or upgrade Think about your content – don’t blog about the same thing Don’t be overly promotional – get the balance right Think about how often you will blog and be consistent Get your title and ending right Keep your paragraphs short, use sub headings and bullet points Use a least one photo or image Use key words, tags/labels, hashtags and categories Include a call to action! Promote your blog – links, LinkedIn, social media Re-use, re-post, update


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www.connect-consultancy.co.uk @KimGConnect


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