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Presentation by Kate Carruthers @kcarruthers at WordCamp Sydney 2012 #wcsyd
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© 2012 Kate Carruthers | katecarruthers.com 1
Your Blog, Your Brand
Tips for getting started with your blog.
Kate Carruthers
July 2012
© 2012 Kate Carruthers | katecarruthers.com 2
Agenda
• My blogging background• Communications context• Key practices and principles
• Tools and tips
July 2012
© 2012 Kate Carruthers | katecarruthers.com 3July 2012
Source: http://ashique47.deviantart.com/art/Don-t-Panic-and-Carry-a-Towel-208003765
Slides at: slideshare.net/carruthk
© 2012 Kate Carruthers | katecarruthers.com 4
Things have changed…
July 2012
© 2012 Kate Carruthers | katecarruthers.com 5July 2012
Source: http://www.guardian.co.uk/media/2010/mar/07/rupert-murdoch-support-times
Source: http://www.theaustralian.com.au/media/risks-and-rewards-ahead-as-leaders-look-to-brighter-days/story-e6frg996-1225884962472
Democratization of
communication
anddistribution
© 2012 Kate Carruthers | katecarruthers.com 6
A digital revolution…
July 2012
July 2012 © 2012 Kate Carruthers | katecarruthers.com 7
A business revolution…
© 2012 Kate Carruthers | katecarruthers.com 8July 2012
Source: Did you know you’re naked? Your Online Reputation is showingBy Lori Gamahttp://lorigama.wordpress.com/2009/08/24/did-you-know-youre-naked-your-online-reputation-is-showing/
Reputation is now
established and
maintained online
© 2012 Kate Carruthers | katecarruthers.com 9
Personal Brand
July 2012
AuthenticityAuthorityAssurance
© 2012 Kate Carruthers | katecarruthers.comJuly 201210
It’s like a puppy
Don't get one if you
can’t look
after it properly
© 2012 Kate Carruthers | katecarruthers.com 11
Preparation
• Choose a blog name• Get a WordPress blog• Wordpress.com is fine to start• Register your own domain• Clean-up your online presence• Setup social media and connect
it to your blogJuly 2012
© 2012 Kate Carruthers | katecarruthers.com 12
Preparation
• If you want more control move to self-hosted
• Self-hosted? – Invest in a decent paid theme –Lock down WordPress–Get good hosting, don’t just go
cheap
July 2012
© 2012 Kate Carruthers | katecarruthers.com 13
Planning• What are your goals for the blog?
– Is it for money, promotion, burning desire to write?
• Decide what kind of blog you want–Business, professional blog, or
personal?
July 2012
© 2012 Kate Carruthers | katecarruthers.com 14
Planning• Who is your audience?
–What are their expectations?• Devise content plan
–Copywriting, images, videos• Setup blogosphere/news
monitoring• Read up on copyright & defamation
July 2012
© 2012 Kate Carruthers | katecarruthers.com 15
Planning
• Define your rules of engagement–Comment moderation, spam,
blogola, troll management• Check the legal situation
–Domain names, business registrations, insurance
July 2012
© 2012 Kate Carruthers | katecarruthers.com 16
Action• Set up a blogging schedule• Schedule clear time to blog• Just write – frequency is as
important as quality• Focus on perfection is your
enemy
July 2012
© 2012 Kate Carruthers | katecarruthers.com 17
Action• Keep a list of ideas (carry it
with you)• Thou shalt use proper HTML
heading tags• Use white space• Make it easy to read
July 2012
© 2012 Kate Carruthers | katecarruthers.com 18
5 Blogging Myths
1. Just build it and they will come2. Daily blogging is essential3. Comments are a good metric4. You can easily make money
from blogging5. Blogging takes up too much
timeJuly 2012
© 2012 Kate Carruthers | katecarruthers.com 19
Favourite Plug-ins
• Akismet• All in One SEO Pack• Better Related Content• Jetpack• WordPress Editorial Calendar
July 2012
© 2012 Kate Carruthers | katecarruthers.com 20
Favourite Plug-ins
• WP-PageNavi • Simple Google Sitemap• WordPress Database Backup• Revision Control
July 2012
© 2012 Kate Carruthers | katecarruthers.com 21
Blogging Resources• Blogging: Darren Rowse
http://www.problogger.net/• Personal Brand: Dan Schwabel
http://www.personalbrandingblog.com/ • Writing: Valerie Khoo
http://www.sydneywriterscentre.com.au/
• PR: Catriona Pollardhttp://publicrelationssydney.com.au/
July 2012
© 2012 Kate Carruthers | katecarruthers.com 22
Thank-you
Feel free to contact me with any questions or ideas
@kcarrutherskatecarruthers.com
July 2012