so you want to build a blog drew mclellan. housekeeping link to all slides, resources etc
TRANSCRIPT
So you want to build a blog
Drew McLellan
HousekeepingLink to all slides, resources etc.http://www.drewsmarketingminute.com/marco-island-resources-01.html
Business cards
Feel free to interrupt, ask questions or cheer aloud
No so pretty. Tried to pack a lot in.
Feel free to share this with your co-workers. Just keep thecopyright stuff in place.
Copyright 2008. McLellan Marketing Group. All Rights Reserved.
Why?
Why are we going to invest the resources?
Needed to learn about the medium
A way to demonstrate MMG’s expertise
Extension of Business Record column
Opportunity for media buzz
No one else was doing it
The challenge
Success will look like what?
Strong rankings (Top 500 was original goal)
Lots of comments
New connections
Clients buying decision reinforced
New prospects -- contacting us
Speaking gig requests
Fun
Who?
Who are we writing to/for?
Ian -- CMO/Director of Marketing at a medium-sized company
Erin -- small business owner
Patrick -- blogging/marketing pro
Persona post
What?
What will we write about?
Categories -- broad topics (2/month)
Editorial Calendar -- 15 post ideas, 30, 45?
Practice makes perfect
When?
How often and how will we maintain it?
3-4 fresh posts per week
Multiple author -- scheduled?
Single author -- block time off (1 hour/post)
Proofing/Approvals
M-F, 7 days a week?
Friday only? Monday only? (Thursdays #1)
Where?
Where questions
Where will you host it?
On our website or separate?
Where will you direct everyone? (URL)
How?
How do we want to come across?
Tone/Style
Length of posts
Visuals
Blog design/functionality
Blog design/looks
Comments policy
Let’s not embarrass ourselves
Pick a vendor (Drew = Typepad.com)
Design or template decision
List of potential posts
Source for visuals
Practice for 30 days (get a coach)
Read. Observe. Learn.
Comment. Communicate. Connect.
It’s a share and share alike mentality
You are part of a bigger community
You need to build your own community
Bloggers reach out & help/support other bloggers
It’s personal (to a degree)
Links out = blog currency
Comment (stage one)
Refer/Point to (stage two)
Blog roll (stage three)
How do you build a community?
You go to them (read/comment)
You put out the welcome mat
• Quality content
• Quick to respond to comments
• Easy navigation/design
You ask open-ended questions
You share resources
Make it easy for your community
To reach you -- give them choices
To comment
To subscribe
But in the end…it all boils down to content
Be real.
Be relevant.
Be a resource.
Be a value.
Always remember…
It’s not about you. Or your organization.
Remember that in the short term and it will be about you and your
organization in the long term.
Copyright 2008. McLellan Marketing Group. All Rights Reserved.