Heather Whaling • @prTiniheather@gebencommunication.com

prTini.comfacebook.com/GebenCommunication

HOW TO: Launch & Grow a Successful BlogA Blogging Bootcamp

presented by Thurber House

introductions

Case Study: Geben Gives

… shared on Twitter

… shared on Facebook

… nearly 8,000 votes later

75% of my company’s business stems from relationships that began via social media, particularly blogging and Twitter

what’s a blog?

“A blog is a type of website that is usually

arranged in chronological order from the most

recent ‘post’ (or entry) at the top of the main

page to the older entries towards the bottom.”

-- Problogger.com

Your Turn: What blogs do you read?Why do you like them?

so, you want to blog …

Reasons to Blog

• Share experiences• Build a community of like-minded

people• Express opinions• Sell a product/service• Provide advice• Keep up with family/friends• Why do you want to blog?

• Educational• Community• Foodie• Crafts• Parent/lifestyle• Business• Sports• Celebrity/entertainment• Fashion• Group/collaborative

Types of Blogs

Young house Love

Naked redhead

“If you build it, they will come” doesn’t apply to most blogs.

SpecificMeasurableAttainableRealisticTime-sensitive

Creating SMART Blog Goals

exercise: establish a goal.

Attracting Readers• Create Reader Profiles:

– Age– Gender– Interests (online & offline)– Favorite book, movie, magazines– Where do they live?– When are they online?– What do they like to read/see online?– Why are they coming to your blog?– What challenges do they face?– What’s their financial situation?– How familiar are they with your topic?

exercise: profile 3 potential readers

time to start creating content

Types of Blog Posts

• Instructional• Informational• Reviews• Lists• Interviews• Case studies• Profiles• Link posts• “Problem” posts• Rant

• Inspirational • Research• Predictions• Critique posts• Debate• Hypothetical• Satirical• Memes and projects

Traffic-Attracting Posts

• How To• Lists

– 5 Ways to do X– 25 Easy Kid Crafts

• Seasonal events – How to find the best Black Friday bargains– Using social media to honor veterans

• DIY (posts with ideas readers can implement)

exercise: write headlines for 5 types of posts that support your goals

content creation is only the beginning …

Promote Yourself & Your Blog• Guest posting• Share on social media• Create “companion”

videos on YouTube• SEO• Forums• Pitch other bloggers• Leverage other online &

offline presence

• Participate in memes and projects of others

• Competitions and awards• Speak at events and

workshops• Incentivize subscriptions• Interview someone/be

interviewed• Comment on other blogs• Comment on readers’

blogs

tips & best practices

Assimilate into the Culture

• Understand the blogosphere:– Regularly read other blogs– Comment on other blogs– Read things outside your “niche”

• Be a good neighbor– Link to other people’s work– Give credit where credit is due

• Be a good host– Thank commenters and people who share your work– Don’t just talk about yourself Focus on your audience

and building community– Encourage participation.

Writing Tips

• Plan ahead. Create a “calendar” to stay on schedule

• Keep a list of evergreen topics handy for days when you have writer’s block

• Ask readers/followers what topics they’re interested in

• Posts can include photos and video. • Invite guest posters on your own site• Develop a habit

questions?

Heather Whaling • @prTiniwww.GebenCommunication.comwww.prTini.comheather@gebencommunication.com

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Collaboration. Integration. Social Good.