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Blogging: The Basics. A Webinar Developed By CRT/tanaka ©2009. Why Blog?. Thought leadership Share experiences and value w/ community SEO Provide capture point for marketing initiatives Influence the media Crisis PR And much, much more. Structuring Your Content.

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blogging the basics

Blogging: The Basics

A Webinar Developed

By CRT/tanaka


why blog
Why Blog?
  • Thought leadership
  • Share experiences and value w/ community
  • SEO
  • Provide capture point for marketing initiatives
  • Influence the media
  • Crisis PR
  • And much, much more
content editorial mission
Content: Editorial Mission
  • The editorial mission serves as a compass
  • Determines topics
  • Coming up with ideas can be a brainstorm
  • How do the topics tie to your work?
  • Your stakeholders?
  • Do you have commentary to add?
content bringing the editorial mission to life
Content: Bringing the Editorial Mission to Life
  • Think in brush strokes
  • Color commentary on pertinent topics
  • Posts are often 3-10 paragraphs in length
  • Fully researched concepts can be broken into several posts
content tone
Content: Tone
  • It’s not a formal business document
    • Personality should be included
    • Write it like you were talking with someone on a Saturday
  • Remove unnecessary 1st person (I, me)
  • Edit for grammar
content structure
Content: Structure
  • Long diatribes will drive people away
  • Ideal paragraph length is 3-6 lines
  • Posts greater than 10 paragraphs should be broken into two posts
  • Minimum of three links to other blogs per post
  • Ideal: Video, audio to supplement
  • Must: A picture for each post
content researching links photos
Content: Researching Links, Photos
  • Flickr Creative Commons for Images:
  • Make sure to provide attribution
  • Places to research blog posts for crosslinks:
  • Use key words and phrases from posts to find links
  • Ideal: You or PR firm is using to build reservoir of links, informative posts
  • Socnet Participation
  • Bookmarking/Sharing
  • Comment on and link to other blogs
  • Blog roll
  • Register the blog with Technorati, Google Blogs, and other blog search engines – Tags help!
  • Include the blog’s url in your email signature, business card, social network profiles
frequency fodder
Frequency & Fodder
  • The more you post, the better
    • 2 – 3 times a week is a good goal
    • Be consistent
  • Need ideas?
    • Read other blogs on your topic
    • Stay on top of news related to your topic
    • Your offline experiences are valuable & a great platform for a unique idea or perspective
    • Keep an idea log for future posts
formatting text with live writer
Formatting Text with Live Writer
  • Basic MS Word functionality
  • Italics
  • Bold
  • Underline
  • Bullets
links with live writer
Links with Live Writer
  • Adding Hyperlinks
  • Highlight text
  • Copy URL
  • Use link button (see screen shot on left)
  • Insert link
  • Also, can hyperlink audio/podcast downloads with URL
images with live writer
Images with Live Writer
  • Save photo to computer
  • Insert image in the post using image button
  • Flush left or right
  • Build border around image
  • Use advanced features to size appropriately (500 for full size, 240 for half screen)
  • Add text and link for attribution
categories publish with live writer
Categories & Publish with Live Writer
  • Lower left corner allows you to tag photo with the correct category
  • You can also set posting time
    • Pre-posting allows for blogging ahead of set day
    • Simply push to post, LiveWriter opens window
code tricks
Code Tricks
  • Adding video text: Insert script from You Tube,, etc. where you want it placed
  • Make sure there is ample space between paragraphs and code<br> <p>
  • Be Careful: WP often alters video script if it is edited after publishing… Make it the last thing
moderating comments
Moderating Comments
  • Go to comments tab
  • Go to moderation sub-tab
  • Edit, delete or approve
  • Always good to engage commenters, but you don’t have to answer every one.
  • Thank yous works
  • Negative comments are good!
  • Not all negative comments warrant a return, especially repeats
  • Don’t feed the trolls
images used
Images Used
  • Neutron star 2004 by NASA
  • Tree of Life, by quema
  • Michelle, by digiart2001
  • Black glass by exothermic
  • New York Public Library by grahamwell
  • Megaphone Man by Aazonearth
  • 19th February 2005 by