The document provides an overview of blogging for business purposes. It defines what a blog is, discusses different types of blogs and platforms, and explains how blogs differ from websites. The benefits of business blogging are then reviewed, including customer acquisition, retention, branding, networking and personal development. Finally, the document offers tips on how to set up a business blog, what to write about, and how to get the blog read.

1. WE WILL BEGIN
SHORTLY!
Blogging for Business:
The What, the Why, and the How

2. Part 1: What is Blogging?

3. The Definition of Blogging
• “Blogs are independent, web-based
journals containing opinions about
anything and everything.” – David
Meerman Scott in The New Rules of
Marketing and PR
• “A blog is really quite simple. It’s
nothing more than a personal website
with content displayed in reverse
chronological order.” – Robert Scoble
in Naked Conversations

4. Variety of Blogs
• Personal Blogs • Educational Blog
• Photo Blogs • Collaborative Blog
• Cultural Blog • Video Blog
• Topical Blog • Spam Blog (Splog)
• Science Blog • Business Blog
Reference: Different Types of Blogs and the Many Facets of Blogging
http://www.business2community.com/blogging/different-types-of-
blogs-and-the-many-facets-of-blogging-0174473

5. Blog Vs Website
RSS Feed

6. RSS Feeds and Blogs

7. Blog Vs Blog Post
BLOG
BLOG
POSTS

8. Blogging Platforms
• Wordpress
• Blogger
• Typepad
• Tumblr
• Joomla
• Drupal

9. Wordpress.com Vs Wordpress.org
• Wordpress.org
– Self-hosted (by site other than Wordpress)
– Greater functionality (Plug-ins)
– Custom Themes
– Cost for domain: $5-10/month minimum
• Wordpress.com
– Hosted by Wordpress
– No Plug-ins (minimal functionality
– No Custom Themes (but hundreds to choose from)
– Free (http://www.name.wordpress.com) or $18/year for custom domain
hosted by Wordpress
For more information, visit:
http://en.support.wordpress.com/com-vs-org/

10. What is Blogging?: A Review
• A Blog is a collection of online articles displayed in an RSS
feed—reverse chronological order.
• A Blog is a website, but a website isn’t necessarily a blog.
• Blogs contain a variety of subjects; a blog is a medium, not
a message.
• There are many different platforms available for blogging,
but Wordpress is the most recommended.
• Wordpress.org has more functionality but is more costly;
Wordpress.com has less functionality but is less costly.

11. Part 2: Why Should Business People Blog?
John Jantsch’s “Hidden Benefits of Blogging”
1. Blogging makes me a better thinker
2. Blogging makes me a better listener
3. Blogging makes me a better writer
4. Blogging makes me a better salesperson
5. Blogging makes me a better speaker
6. Blogging keeps me focused on learning
7. Blogging allows me to test out ideas
8. Blogging makes me a better networker
9. Blogging allows me to create bigger ideas
Source: The Referral Engine by John Jantsch

12. Customer Acquisition
The Marcus Sheridan story:
A lesson in the power of blogging

13. Customer Acquisition
By the Numbers
Source: “Study Shows Business Blogging Leads to 55% more
website visitors” via http://www.blog.hubspot.com

14. Customer Retention
• Blogging keeps you in front of your customers.
• Examples
– Whole Foods
– Southwest
– American Express
– Citrix

15. Branding and Thought Leadership
• Anthony Iannarino – Sales
• Michael Stelzer –Social Media
• John Jantsch – Small Business Marketing
• David Lebovitz – Food
• Ellen Bremen – Education
• Michelle Mazur – Public Speaking
• Steve Weiss – Outdoor Sports
• Perez Hilton – Celebrity Gossip

16. Professional Networking
• Sales • Social Media
– Anthony Iannarino – Morgan Barnhart
– Jim Keenan – Marcus Sheridan
– Dan Waldschmidt – Peggy Fitzpatrick
– Robert Terson – Gini Dietrich
– Kelley Robertson – Dino Dogan

17. Personal Development
• Blogging is teaching; to teach, you must learn.
– Learn about your product/service
– Learn about your industry
– Learn about your customers
– Learn about the world
– Learn about yourself

18. Revealing Your Humanity

19. Why Should You Blog?: A Review
• Acquire new customers
• Retain old customers
• Strengthen your brand
• Develop a network
• Grow personally and professionally
• Reveal the humanity behind your business

20. Part 3: How to Blog for Your Business
So, how do I
blog for my
business?
Boston, Terry R.
Certified Professional Dog Trainer (CPDT)
See Spot Obey, LLC
Youngstown, OH
Let’s Get Set Up…

21. Anatomy of a Blog Post
Title
Author
Text
Image
Text
List
CTA
Social Sharing
Comments

22. What Should I Write About?
• “How do you get your dog to stop barking?” (Dog Trainer)
• “How long should I see a Chiropractor?” (Chiropractor)
• “Does sitting too close to the TV really hurt your eyes?” (Optometrist)
• “How to tell if your realtor is lying to you” (Real Estate Agent)
• “4 ways to keep your computer healthy” (IT Specialist)
• “Why is my floor creaking?” (Remodeler)
• “How often should I paint my house?” (Painter)
• “How to save money on everyday activities” (Financial Advisor)
• “Are business cards really important today?” (Print Shop Owner)
• “Where should I store my valuables?” (Locksmith)

23. 10 Tips for Writing Blog Posts
1. Choose an SEO-friendly title
2. Don’t be overly-promotional; be informative or entertaining
3. Write for scanners and skimmers
4. Include an relevant image in every post
5. Use your name (not your business name) as the author
6. Link readers to other valuable content
7. Include a call-to-action (what you want you readers to think or do)
8. Always respond to comments
9. Keep length between 300-600 words
10. Blog a minimum of once per week (3x weekly is optimum)

24. 10 Tips for Getting Your Blog Read
1. Use target keywords for blog title, URL, and post tiles
2. Use target keywords for image title and description
3. Use target keywords for tags and categories
4. Repeat keywords or phrases 2-3 times in post
5. Comment on blogs similar to yours to build inbound links
6. Share on social networks and social bookmarking sites
7. Make it easy for your readers to share with their networks
8. Guest author on other blogs (http://www.12most.com)
9. Market your blog offline (in print materials, bulleting board, etc.)
10. Join Triberr (http://www.triberr.com)

25. 10 Articles on Blogging for Business
1. “12 Most Important Blogging Terms and Definitions” by Doug Rice
2. “How to Build a Successful Blog” by Nikko Marasigan
3. “25 Blogging Tips for Newbies and Veterans” by Jeff Goins
4. “12 Most Glaring Reasons Why Businesses Should Blog” by Doug Rice
5. “How to Make Your Blog Content More Visible” by Will Russell
6. “16 Quick Ways to Squeeze More ROI from Your Blog” by Cory Eridon
7. “12 Most Crucial Things to Remember When Blogging for Business” by Doug Rice
8. “7 Standard Blog Posts to Get Past Writer’s Block” by Mary Lassiter
9. “50 Qualities of the Best Business Blogs in the World” by Marcus Sheridan
10. “Top 10 Business Blogs and Why They Are Successful” by Amy Porterfield

26. 5 Books on Blogging for Business
• The Referral Engine by John Jantsch
• Naked Conversations by Robert Scoble and Shel Israel
• The New Rules of Marketing and PR by David
Meerman Scott
• Content Rules by Ann Handley and CC Chapman
• Freedom is Blogging in Your Underwear by Hugh
MacLeod

27. My Information
• Doug Rice
• Small Business Storyteller
– http://www.smbizstoryteller.com
– http://www.facebook.com/smbizstoryteller
– http://www.twitter.com/douglaserice
– http://www.linkedin.com/in/douglaserice
Phone: (330) 406-6108
Email: doug@smbizstoryteller.com