2. Blogs provide content to
inform, educate, and invite engagement.
Content may be:
Curated – Culled from 3rd party sources
Created – Developed especially for the blog
Includes a mix of:
Web-readable text
Images*
Embedded videos and slide decks
*The new “must have” element.
3. Best Practices
Start with strategy and tactics.
Identify audience(s)
Clarify goal(s)
Craft message(s)
Create an editorial calendar to ensure
consistency and variety
ProTip: Read lots of blogs to see what
works and what doesn’t.
4. Think Tactically About Posting
What content? Images?
When?
How often?
Categorized and tagged clearly and
consistently?
Integrated with website and other
platforms?
Policies in place for comments?
5. Best Practices
Understand that anything posted online
becomes visual, even if it’s written text.
Brief posts (250-400 words)
Shorter sentences (7-10 words)
More and shorter paragraphs
Include an image/illustration
Pay attention to fonts and spacing
Editorial oversight prevents blogging oversights!
6. Best Practices
Follow editorial standards
for web readability.
Active voice
Personal pronouns
Contractions
More informal
Ditch industry jargon
http://www.hemingwayapp.com/
7. Best Practices
Adopt tried-and-true tactics to
generate visibility and engagement.
Allow comments and respond promptly
Include sharing buttons for social networks
Include links
Use descriptive, recognizable tags
Have a plan for cross-posting
Seek opportunities for re-posting
Consider launching a series
9. Assignment: Your 1st Blog Post
Go to private Social Media Residency blog
Click on:
Write 200 words about “One thing I’ve learned
today that I can apply for my work is…”
Upload an image
Add a link (e.g., to your website)
Embed your YouTube video
Especially for group blogs, who will be authorized and responsible for:
Creating content
Reviewing, editing, and approving content
Posting and cross-posting content
Engaging with visitors
Personal pronouns: I, we, our
Contractions: you’ll, we’ll
More informal: “before” rather than “prior to” “people” not “persons”