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Blogging: The Basics - PowerPoint PPT Presentation

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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 l.jpg

Blogging: The Basics

A Webinar Developed

By CRT/tanaka


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

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:

  • 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

Promotion l.jpg

  • 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 l.jpg
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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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

Code tricks l.jpg
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 l.jpg
Moderating Comments

  • Go to comments tab

  • Go to moderation sub-tab

  • Edit, delete or approve

Comments l.jpg

  • 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

  • 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