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Blogging: The Basics

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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  1. Blogging: The Basics A Webinar Developed By CRT/tanaka ©2009

  2. 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

  3. Structuring Your Content

  4. 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?

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. Using Windows Live Writer

  12. Formatting Text with Live Writer • Basic MS Word functionality • Italics • Bold • Underline • Bullets

  13. 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

  14. 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

  15. 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

  16. Using WordPress

  17. Editing Live Posts

  18. Editing Live Posts: Part II

  19. Editing Live Posts Part III

  20. 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

  21. Moderating Comments • Go to comments tab • Go to moderation sub-tab • Edit, delete or approve

  22. 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

  23. 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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