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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

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Blogging the basics l.jpg

Blogging: The Basics

A Webinar Developed

By CRT/tanaka

©2009


Why blog l.jpg

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 l.jpg

Structuring Your Content


Content editorial mission l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

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 l.jpg

Content: Researching Links, Photos

  • Flickr Creative Commons for Images: http://www.flickr.com/creativecommons/

  • Make sure to provide attribution

  • Places to research blog posts for crosslinks:

    • s.technorati.com

    • blogsearch.google.com

    • Icerocket.com

  • Use key words and phrases from posts to find links

  • Ideal: You or PR firm is using del.icio.us to build reservoir of links, informative posts


Promotion l.jpg

Promotion

  • 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


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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


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Using Windows Live Writer


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Formatting Text with Live Writer

  • Basic MS Word functionality

  • Italics

  • Bold

  • Underline

  • Bullets


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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 l.jpg

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 l.jpg

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


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Using WordPress


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Editing Live Posts


Editing live posts part ii l.jpg

Editing Live Posts: Part II


Editing live posts part iii l.jpg

Editing Live Posts Part III


Code tricks l.jpg

Code Tricks

  • Adding video text: Insert script from You Tube, Blip.tv, 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


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Moderating Comments

  • Go to comments tab

  • Go to moderation sub-tab

  • Edit, delete or approve


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Comments

  • 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 l.jpg

Images Used

  • Neutron star 2004 by NASA http://www.flickr.com/photos/pingnews/291708133/

  • Tree of Life, by quema http://www.flickr.com/photos/quemas/1394199592/

  • Michelle, by digiart2001 http://www.flickr.com/photos/digiart2001/2143155562/

  • Black glass by exothermic http://www.flickr.com/photos/exothermic/2277966148/

  • New York Public Library by grahamwell http://www.flickr.com/photos/grahamwell/199603745/

  • Megaphone Man by Aazonearth http://flickr.com/photos/aazis/393250260/

  • 19th February 2005 by http://flickr.com/photos/paulwatson/5070829/


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