Download - Blogging and Podcasting for Business - Advanced Media Productions

Blogging and Podcasting for Business

Louise RijkVice-President Marketing and Sales

Advanced Media Productions

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Overview


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

Blogging for Business

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- 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

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Blogging and Podcasting for Business - BLOGGING

What is a Blog?

Categories and Listed in Reverse Chronological Order

Blog Posts

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- Direct Communication

- Brand Building

- Position You as Expert

- Media and Public Relations

- Search Engine Marketing

- Competitive Differentiation

- Relationship Marketing

- Exploit the Niches

- Reputation Management


Why Does a Business Need a Blog?

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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


Blog Applications

Internal and External Blogs

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- 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


Blog Platforms (I)

(Typepad), Userland Software

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Blog Platforms (II)

Source: Forrester Research, Inc.: “The Forrester Wave ™: Blogging Platforms”


- 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


Things to Consider Before Starting a Blog

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Navigation

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Important Blog Features (I)

- Reverse Chronological Text Posts, Audio and Video with

- Blog Roll

- Comments

- Manual/Automatic Trackbacks

- Pinging

- Archives

- Months Category

- Clean URL’s

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Keywords

Title bar Optimization

Permalink

RSS Feeds in Category

Social Media Quick Links

Most recent or popular entries

Blog Features (II)



Blog Are Not For Text Only (I)

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Show Notes


Blog Are Not For Text Only (II)

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Show Notes

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- 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


Practical Writing Blog Posts

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- 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


Blog SEO (I)

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- 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


Blog SEO (II)

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- 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


Blog Syndication RSS Feeds

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- 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


Blog Promotion (I)

Furl)

Bloglines and Others

Wizard (e.g. “Submit RSS Feed”)Blog Search Engines and Directories using RSS Submission

Personalized Signature

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- 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


Blog Promotion (II)

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Blog Tracking Systems

- Technorati

Feed Tracking Systems

- Feedster

Trending Systems

- BlogPulse


Blog Analytics

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Audio Podcasting for Business

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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)

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- 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


- Communicate New Ideas with Prospects and Customers

- Promote Products and Concepts

- Additional Marketing Channel to Extend Reach

- Deepen the Relationship with Customers

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Why Business Podcasting?


- Music Promotions

- E-learning

- Audio Guides

- Product/Service Information

- Aggregated Industry News and Commentary

- Product Promotions

- Audio Books

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Audio Podcast Applications

Podcast Production


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- 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


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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


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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

- Marketing Foundation- Target Audience, Geographic Focus, Call-to-Action, USP


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Script Writing

- General Information- Podcast or Episode Name, Overall Length, Segment or Segment Break Length

- Producer and Participants

- Segment Topics with Scripts

- Show Notes- Podcast or Episode Title and Description


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Recording, Editing, Mixing and Creating RSS Feeds

- Recording

- Sound Editing

- RSS Feed Creation

- Tools that Automatically Create Regular RSS Podcast Feeds

- Feed For All

- Podifier

- Webmaster Podcaster

and iTunes Feeds


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Landing Page and Optimization

- Develop a Separate Landing Page for Each Episode

- Implement one Page for the Podcast Show with Links to Each

- Provide a Download Link with Audio File Length and Size for

- Provide a Keyword-rich Title and Show Note for Each Episode

- Include Subscription Information on Every Landing Page

Episode Page

Those who Want to Download

Landing Page

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Sound File Search Engine Optimization

- Optimize the ID3 Tags Field

- Optimize the Sound File Name

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Submitting the RSS Feed

Podscope.comPodcastalley.com

Podfeed.net

Podcastdirectory.com

Podcast Directories

Download - Blogging and Podcasting for Business - Advanced Media Productions

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