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#SBASocial
Blogging 101: Helping You Get Started
May 2013
#SBASocial
• Aaron Strout, Managing Director, W2O Group
• Co-author of Location-Based Marketing for Dummies
• Blog: http://blog.wcgworld.com
• Twitter: @aaronstrout
Today’s Speakers
• Simon Salt, Digital Marketing Strategist/Small Business Blogger
• Author of Social Location Marketing
• Blog: http://www.theincslingers.com/blog/
• Twitter: @incslinger
• Caron Beesley, Blogger, SBA.gov Community
• Small business owner, writer & marketing communications consultant.
• Blog: http://www.sba.gov/community/blog_contributors/1631
• Twitter: @caronbeesley
#SBASocial
• We ARE recording this webinar. You will
receive an e-mail with a link to the webinar
in the next 48 hours.
• Feel free to ask questions via the
“Questions” module in the GoTo panel on
the right of your screen.
• If you want to follow along on the back-
channel via Twitter, the hashtag is
#SBASocial.
Housekeeping
Special thank you to Justin Levy of Citrix for providing today’s GoTo Webinar platform – gotomeeting.com
#SBASocial
blog /blôg/
Noun
Short for web log: a type of website that is changed
regularly to give the latest news. The page usually
contains a person or business’s opinions, insights
or experiences. Many blogs allow for other people
to comment on the posts on the site.
#SBASocial
The Basics
5
#SBASocial
Top (Free) Blogging Platforms
6
#SBASocial
Top (Free) Commenting Platforms
7
#SBASocial
US Blogging Stats For 2012
42,000,000 Blogs in the US
329 Million People View A Blog Monthly
25 Billion Pages Viewed Monthly
500,000 Daily New Posts
400,000 Daily Comments
8 Source: http://blogging.org/blog/blogging-stats-2012-infographic/
#SBASocial
Businesses Blogging Stats
There are an
estimated 31
Million bloggers
in the US as of
July 2012
60% of
Businesses
have a Business
Blog
35% Blog At
Least Once A
Month
65% Haven’t
Blogged Once
In The Past Year
9 Source: http://blogging.org/blog/blogging-stats-2012-infographic/
#SBASocial
Value of Business Blogs
• Good for search engine optimization (SEO)
• Way to demonstrate thought leadership
• Lead generator
• Opportunity to showcase employees, partners and
clients
• Smart way to involve key stake holders in conversations
• Flexible way to present content on your website
10
#SBASocial
While sharing is important,
the real control rests with the 1 percent
The 1-9-90 Principle of
Social Media
Source: Jake McKee; Manhattan Research, Cybercitizen Health® v2.0-9.0
#SBASocial
Best Practices
12
#SBASocial
• The key to effective blogging: write. And then write some more.
• Find an Editor: Nearly all writing benefits from an extra pair of eyes. Find a
good editor – or let us help – to spot leaps in logic and typos.
• Read/Research as Much as Possible: Blogs are a vehicle for both original
perspective and commentary. Understanding what others are saying can help
refine the arguments you wish to make.
• Prepare for a long-term commitment: Blogs are designed for continual updating;
Do you have something to say today? Tomorrow? A year from now
Road Rules
#SBASocial
What to blog about
• Have a goal and keep it in mind
- Thought leadership
- Information sharing
- Improved SEO
• Get ideas from others
- From customers, other bloggers, your industry
- Use comments feature/social media for ideas and input
- Tie in marketing campaigns / topical events
• Write within your means
• Showcase people
- Introduce your staff, what do they bring to the table
- Interview an industry expert
#SBASocial
What to blog about (cont.)
• Be helpful – offer tips, “how-to” content
- Become the go-to resource in your area of expertise
• Share the load – invite guest bloggers
• For more ideas, read:
• http://www.sba.gov/community/blogs/
never-run-out-blog-topic-ideas-here-are-36
#SBASocial
Writing your blog – write for your reader
• Improve your hit rate with headlines that resonate with
the reader but also with the search engine (“Top 10
ways to…”, “5 Tips…”, “How-to…” work well)
• Avoid musings – in the headline, in the intro, get straight
to the point
• Start with a question - what is it you want to answer for
your readers?
• End with a question
• Be conversational – connect with the reader
• Link, link, link - you can’t convey everything in one article
- Link to bulleted list of “Related Articles” and “Additional
Resources” at end of post
#SBASocial
Writing your blog post – formatting is your
friend
#SBASocial
Bring Your Blog to Life with Images
18
#SBASocial
Respect Copyright
19
Never use images/content/etc found on the web
unless you have permission or the site states
permission and under what conditions
– Look for the Creative Commons copyright license
symbols which make it easy to know how to share
content legally
#SBASocial
Blog Titles – The Good, the OK, the ?!
• Write your
headline last
• Be descriptive
• Be concise
• How do you
search?
• Use tips, how to’s
and questions
• Don’t make
statements
#SBASocial
Managing your Time
• Maintain an editorial calendar
• Keep blogs to 500-700 words
#SBASocial
Sharing Your Content
• Plugins for sharing across Social Networks – supported
on all platforms
• Use Social Networks individually – craft different
messages for each platform. E.g. Twitter, Facebook,
Linkedin, G+
• Build a network of co-authors you can share links with
• Build a presence on other blogs that post content that
supports yours, leave a comment with a link to your post
22
#SBASocial
Case Study
23
• River Pools and Spas – Owner, Marcus Sheridan, started in 2008 by answering
customers questions via blog posts
• Today, his company gets more traffic than any other pool company in the world
Source: http://www.copyblogger.com/brick-and-mortar-content-marketing/
#SBASocial
Round Table Discussion
24
#SBASocial
Small Business Blogs
• SBA’s Blog
http://www.sba.gov/community/blogs
• Jim Connolly’s Marketing Blog – Marketing tips and ideas to
help you grow your business – http://jimsmarketingblog.com
• Escape from Cubicle Nation – advice for small/startup biz
http://www.escapefromcubiclenation.com/pamela-slims-blog
• CopyBlogger – All things content marketing for small biz –
• http://www.copyblogger.com/blog/
• Duct Tape Marketing –
http://www.ducttapemarketing.com/blog/
• WCG’s Blog (a W2O Group Company) –
http://blog.wcgworld.com
#SBASocial
Questions?
26
#SBASocial
THANK YOU!
• Aaron Strout, Managing Director, W2O Group
• Co-author of Location-Based Marketing for Dummies
• Blog: http://blog.wcgworld.com
• Twitter: @aaronstrout
• Simon Salt, Digital Marketing Strategist/Small Business Blogger
• Author of Social Location Marketing
• Blog: http://www.theincslingers.com/blog/
• Twitter: @incslinger
• Caron Beesley, Blogger, SBA.gov Community
• Small business owner, writer & marketing communications consultant.
• Blog: http://www.sba.gov/community/blog_contributors/1631
• Twitter: @caronbeesley

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Blogging 101 (by W2O Group & SBA)

  • 1. #SBASocial Blogging 101: Helping You Get Started May 2013
  • 2. #SBASocial • Aaron Strout, Managing Director, W2O Group • Co-author of Location-Based Marketing for Dummies • Blog: http://blog.wcgworld.com • Twitter: @aaronstrout Today’s Speakers • Simon Salt, Digital Marketing Strategist/Small Business Blogger • Author of Social Location Marketing • Blog: http://www.theincslingers.com/blog/ • Twitter: @incslinger • Caron Beesley, Blogger, SBA.gov Community • Small business owner, writer & marketing communications consultant. • Blog: http://www.sba.gov/community/blog_contributors/1631 • Twitter: @caronbeesley
  • 3. #SBASocial • We ARE recording this webinar. You will receive an e-mail with a link to the webinar in the next 48 hours. • Feel free to ask questions via the “Questions” module in the GoTo panel on the right of your screen. • If you want to follow along on the back- channel via Twitter, the hashtag is #SBASocial. Housekeeping Special thank you to Justin Levy of Citrix for providing today’s GoTo Webinar platform – gotomeeting.com
  • 4. #SBASocial blog /blôg/ Noun Short for web log: a type of website that is changed regularly to give the latest news. The page usually contains a person or business’s opinions, insights or experiences. Many blogs allow for other people to comment on the posts on the site.
  • 8. #SBASocial US Blogging Stats For 2012 42,000,000 Blogs in the US 329 Million People View A Blog Monthly 25 Billion Pages Viewed Monthly 500,000 Daily New Posts 400,000 Daily Comments 8 Source: http://blogging.org/blog/blogging-stats-2012-infographic/
  • 9. #SBASocial Businesses Blogging Stats There are an estimated 31 Million bloggers in the US as of July 2012 60% of Businesses have a Business Blog 35% Blog At Least Once A Month 65% Haven’t Blogged Once In The Past Year 9 Source: http://blogging.org/blog/blogging-stats-2012-infographic/
  • 10. #SBASocial Value of Business Blogs • Good for search engine optimization (SEO) • Way to demonstrate thought leadership • Lead generator • Opportunity to showcase employees, partners and clients • Smart way to involve key stake holders in conversations • Flexible way to present content on your website 10
  • 11. #SBASocial While sharing is important, the real control rests with the 1 percent The 1-9-90 Principle of Social Media Source: Jake McKee; Manhattan Research, Cybercitizen Health® v2.0-9.0
  • 13. #SBASocial • The key to effective blogging: write. And then write some more. • Find an Editor: Nearly all writing benefits from an extra pair of eyes. Find a good editor – or let us help – to spot leaps in logic and typos. • Read/Research as Much as Possible: Blogs are a vehicle for both original perspective and commentary. Understanding what others are saying can help refine the arguments you wish to make. • Prepare for a long-term commitment: Blogs are designed for continual updating; Do you have something to say today? Tomorrow? A year from now Road Rules
  • 14. #SBASocial What to blog about • Have a goal and keep it in mind - Thought leadership - Information sharing - Improved SEO • Get ideas from others - From customers, other bloggers, your industry - Use comments feature/social media for ideas and input - Tie in marketing campaigns / topical events • Write within your means • Showcase people - Introduce your staff, what do they bring to the table - Interview an industry expert
  • 15. #SBASocial What to blog about (cont.) • Be helpful – offer tips, “how-to” content - Become the go-to resource in your area of expertise • Share the load – invite guest bloggers • For more ideas, read: • http://www.sba.gov/community/blogs/ never-run-out-blog-topic-ideas-here-are-36
  • 16. #SBASocial Writing your blog – write for your reader • Improve your hit rate with headlines that resonate with the reader but also with the search engine (“Top 10 ways to…”, “5 Tips…”, “How-to…” work well) • Avoid musings – in the headline, in the intro, get straight to the point • Start with a question - what is it you want to answer for your readers? • End with a question • Be conversational – connect with the reader • Link, link, link - you can’t convey everything in one article - Link to bulleted list of “Related Articles” and “Additional Resources” at end of post
  • 17. #SBASocial Writing your blog post – formatting is your friend
  • 18. #SBASocial Bring Your Blog to Life with Images 18
  • 19. #SBASocial Respect Copyright 19 Never use images/content/etc found on the web unless you have permission or the site states permission and under what conditions – Look for the Creative Commons copyright license symbols which make it easy to know how to share content legally
  • 20. #SBASocial Blog Titles – The Good, the OK, the ?! • Write your headline last • Be descriptive • Be concise • How do you search? • Use tips, how to’s and questions • Don’t make statements
  • 21. #SBASocial Managing your Time • Maintain an editorial calendar • Keep blogs to 500-700 words
  • 22. #SBASocial Sharing Your Content • Plugins for sharing across Social Networks – supported on all platforms • Use Social Networks individually – craft different messages for each platform. E.g. Twitter, Facebook, Linkedin, G+ • Build a network of co-authors you can share links with • Build a presence on other blogs that post content that supports yours, leave a comment with a link to your post 22
  • 23. #SBASocial Case Study 23 • River Pools and Spas – Owner, Marcus Sheridan, started in 2008 by answering customers questions via blog posts • Today, his company gets more traffic than any other pool company in the world Source: http://www.copyblogger.com/brick-and-mortar-content-marketing/
  • 25. #SBASocial Small Business Blogs • SBA’s Blog http://www.sba.gov/community/blogs • Jim Connolly’s Marketing Blog – Marketing tips and ideas to help you grow your business – http://jimsmarketingblog.com • Escape from Cubicle Nation – advice for small/startup biz http://www.escapefromcubiclenation.com/pamela-slims-blog • CopyBlogger – All things content marketing for small biz – • http://www.copyblogger.com/blog/ • Duct Tape Marketing – http://www.ducttapemarketing.com/blog/ • WCG’s Blog (a W2O Group Company) – http://blog.wcgworld.com
  • 27. #SBASocial THANK YOU! • Aaron Strout, Managing Director, W2O Group • Co-author of Location-Based Marketing for Dummies • Blog: http://blog.wcgworld.com • Twitter: @aaronstrout • Simon Salt, Digital Marketing Strategist/Small Business Blogger • Author of Social Location Marketing • Blog: http://www.theincslingers.com/blog/ • Twitter: @incslinger • Caron Beesley, Blogger, SBA.gov Community • Small business owner, writer & marketing communications consultant. • Blog: http://www.sba.gov/community/blog_contributors/1631 • Twitter: @caronbeesley