Curated by Lauren EdwardsCorporate Writing Coach
May 15, 2012
Blogging for Business Success
Lauren Edwards
Journalist for 10 years
Tech PR writing coach for 10 years
SV stands for Silicon Valley
http://twitter.com/LaurenEdwardsSV
http://www.facebook.com/Lauren.Edwards
http://www.linkedin.com/in/LaurenEdwardsSV
http://LaurenEdwardsSV.blogspot.com/
Chamber members are asking …
• What are business blogs?
• What value does blogging provide to small business?
• What kind of content is important?
• How can a blog boost business?
Online “diary” for sharing:
– Helpful advice– Opinions– Anecdotes– Knowledge– Links– News– Announcements
… related to your business & industry
Free blog hosts
• Wordpress• Blogger• Tumbler• Posterous• Xanga• Twitter• Weebly
www.makeuseof.comJan. 24, 2011
Reach Local, April 2012, blog.reachlocal.comhttp://blog.reachlocal.com/415197/2012/04/06/content-marketing-why-telling-your-story-is-important-for-your-small-business.html
Why blog?
Intangible value is priceless:
Reputation, relationships
Tangible value:Website SEO (Search Engine Optimization)
Frequency + Quality = Traffic
Trust Barometer, www.edelman.com/trust/2011http://www.edelman.com/trust/2011/uploads/edelman%20trust%20barometer%20global%20deck.pdf
Trust Barometer, www.edelman.com/trust/2011http://www.edelman.com/trust/2011/uploads/edelman%20trust%20barometer%20global%20deck.pdf
Trust Barometer, www.edelman.com/trust/2011http://www.edelman.com/trust/2011/uploads/edelman%20trust%20barometer%20global%20deck.pdf
Trust Barometer, www.edelman.com/trust/2011http://www.edelman.com/trust/2011/uploads/edelman%20trust%20barometer%20global%20deck.pdf
Why blog?Intangible value is priceless:
Reputation, relationshipsTangible value:Website SEO (Search Engine Optimization)
Frequency + Quality = Traffic
Frequency + Quality
At least once a week
• Once a week• Twice a week• Daily • Three times a day
Monthly, not so great
blog.hubspot.com/blog, April 2008http://blog.hubspot.com/blog/tabid/6307/bid/4061/13-Ways-to-Use-Your-Blog-to-Improve-Online-Lead-Generation.aspx#ixzz1uhP6slet
Guy says:
1. Be likeable2. Be trustworthy3. Have a great cause
Chip & Dan say:
1. Simplicity2. Unexpectedness3. Concreteness4. Credibility5. Emotions6. Stories
Lauren’s how-to workshops:
1. Right voice for blog2. Repurposing content3. Contributed articles4. Media pitches5. Case studies6. News value7. Business context8. Self-editing9. Editing others10. AP style for PR11. Top grammar mistakes by
business professionals12. … and more …
Good basic templatelifehacker.com
DIY Magnetic Whiteboard Speech Bubble
Reader Chris Burke painted a useful and good-looking magnetic whiteboard in his office—cleverly, in the shape of a speech bubble. Burke explains:I needed a new whiteboard so I found some paint at Home Depot that allows you to paint a whiteboard anywhere you'd like. I figured why not put a layer of magnetic paint underneath it. The only thing left to do is paint my face underneath the arrow. He says he put five coats of the paint to get it smooth and working. Now, that is a nifty whiteboard. Show us what you've done with whiteboard, magnetic, or chalkboard paint in the Lifehacker Workspace Show and Tell Group, and we might feature your handiwork here. Nice job, Chris!
[126 words including hedder and links]
Not like this
As business professionals increasingly search for ways to make their communications stand out, Home Depot, the leading provider of home improvement solutions, provides the industry’s first dry, concentrated, magnetic additive that can be mixed with high-quality primer/sealer, stain-blocker paint. The additive will enable users to utilize oil-based or latex paint to enhance their magnetic painting experience, at home or the office. “With Home Depot’s top-of-the-line magnetic paint, I was able to create an effective whiteboard solution to enhance my work environment,” said customer Chris Burke. “I’m delighted to find a magnetic paint that meets all of my requirements, including the ability to design a whiteboard in the shape of a speech bubble.”
First & Second Person
• “I figured why not …”• “From where I sit, …”• “If you need a …”• “You could run with ...”• “We’ve listed some practical ways …”
Imperative mood (commands)
• “Show me a way to …”• “Eat a lettuce-filled sandwich.”• “Don’t forget that…”
Neutrality is tepid
Offer opinions and invitations, not just information
• “It’s so awesome that I had to share it.”
• “And that, of course, is why …”
• “What I like about it is …”• “The only thing regretful
about …”• “Can you believe …!”• “Can anyone tell me …?”
Beauty of “because”
Say *why* you are writing.
I thought you’d like this *because* ….
Posted by bartmusings at 11:36 AM 1 comments MONDAY, JANUARY 11, 2010
Pants Liberation Front - No Pants 2010 Project? I guess if there's any place to do it, it's in the Bay Area. Those in support of Improv Everywhere, a NYC based performing arts group, paraded free of pants while riding BART yesterday. Call me whatever you wish but I find stunts like this extremely inappropriate. If they want to show their support in public by not wearing pants, do it in a plaza, like at Embarcadero or Union Square where people have the choice to walk another direction, but not on the trains where space is already a premium, where there are little ones around, and fellow passengers are forced to be within inches of you. Carolyn Jones of Chronicle reports: "Some wore frayed cotton boxers, others opted for pink satin thongs, and a few forewent underwear entirely."
It's ridiculous. Thank goodness it didn't happen today.
138 words
Posted by bartmusings at 10:50 AM 2 comments TUESDAY, JANUARY 05, 2010
iBART LIVE iPhone app: Expensive but cool If you're willing to fork out $4 for up to the second tracking of train arrivals, iBART LIVE is worth the investment. I've had iBART (the free version) for quite some time and found it very helpful, however, to find out about delays, I needed to open up the "advisories" notification and read about them.
Well, with iBART LIVE, you will have the same info as the scrolling ticker that we see on the platform right on your iPhone. Very convenient for someone like me who does not have the patience to wait around on the platform for delayed trains...I do wait, but you'll read about it for sure here or on Twitter!
Why $4 though?? That's a bit much for an iPhone app in my opinion. Can someone explain?
130 words
When choosing tone, look for …
1. Word count, syllable count, sentence length 2. Sentence fragments? 3. Anglo-Saxon versus Latinate (start v initiate, next v adjacent)4. Connotative versus neutral (thirst for/interest in, mutter/say)5. Reader-centric content v. company-centric content 6. Reader-centric point of view v. company-centric point of view7. First & second person (I, you), not third person (he/she/it/they)8. Opinion, personal experience9. Imperative mood (giving commands: show me, try this) 10. Inviting versus informative
Rules not to break
Give greater emphasis than before to …
Visuals (videos, slide shows, info-graphics and photos, photos, photos)
Personal experience, opinions, demos
Custom bike shopwww.spectrum-cycles.com/blog
Personal trainerwww.fitwithbrit.com/blog
Stationery & invitation designwww.momincdaily.com
Supermarket chainwww.wegmans.com/blog
Niche advice, sells his bookthefranchiseking.com/blog
Or, just a place to store niche FAQslaurenedwardssv.blogspot.com
New habits you’ll need
• Use natural language keywords that customers use so online searchers will find your posts
• Listen for customers’ pain, find out where customers are talking about this now
• Write about comments in a step-back piece• Think about how to encourage inbound links • Actively go find visuals, links and resources• Provoke dialog
Try to listen more than you talk
ConsumeCreate
Comment
Hubspot advice on joining in
Hubspot advice on blog promotion
GDS International
How a blog boosts business
• Adds new ways to be found• Attracts new audiences• Optimizes website• Builds brand• Helps customers know you• Teaches you more about customers• Creates customer service channel• Spurs customers to action
Source: www.socialmediadirectbiz.com
Measure success
Count what you can:
• Comments• Page views• Conversion
Plan, set goals
• Who matters?• Where are
they?• What do you
want them to do (not know)?
Be patient
At right:http://www.business2community.com/social-media/social-media-goals-discovering-the-possibilities-0136636
More resources
• How to plan & strategize (socialmediatoday)• 13 ways to improve lead generation (hubspot)• 10 tips for a profitable blog (flyte)• 5 metrics to measure success (fixcourse)• 6 recommendations for measuring (kaushik.net)
• 9 tips for business blog ideas (problogger.net)• 11 ways to find customers (smallcompanybigimage)
• Why telling your story is important to your small business (ReachLocal)
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