blogging 101
DESCRIPTION
Follow-up materials from a lunch and learn presentation I did during my internship at Kaleidoscope, a strategic design firm.In it a outline tips for generating blog post ideas and blog writing techniques.TRANSCRIPT
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Blogging 101
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Table of ContentsBasics
What is a Blog 1
Some Benefits of Blogging 2
The Blogger Mindset 3-4
Thinking of a Blog Post Idea
How to Never Run How of Things to Write About 5
Case Study: Katrina’s Online Marketing Blog 6
How to Make Any Topic Interesting 7
Case Study: Kaleidoscope’s Blog 8
Writing Tips & Templates
Themes for Captivating Titles 9
Engaging Ways to Start a Post 10
Formatting Checklist for Reader Friendliness 11
Blogging Platforms Recommendations 12
Questions? Here’s My Contact Information 13
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What is A Blog?
-Short for “web log”
Like an online diary that you can make public or private
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Some Benefits of Blogging
1. Personal– Update Family + Friends on Life– Learn Deeper by Teaching Others
2. Professional – Networking: People Contact You– Communication: Document Your
Team’s Work with a Private Blog
3. Financial– More Business Prospects
through Search Engines– Write a Book from Blog Posts
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The Blogger Mindset
PassionWhat I Like
AudienceWhat They Need
to Know
ExpertiseWhat I Know or
Am Learning
What I Write About!
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The Blogger Mindset In Other Words
I make what I like and what I know valuable for my audience.
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How to Never Run Out of Things To Write About
Connect Your Normal Experiences to Your Blog Theme
Go To Next Slide for Example
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Case Study:Katrina’s Marketing Blog
Normal Experience: Going into It’s Just Crepes for the 1st Time
Blog Theme: Marketing
Resulting Post Title: Uncovering Customer Bias That’s Losing You Sales
Post Description: Describes why I didn’t go into It’s Just Crepes before: I thought crepes were only small desserts, not a lunch food. Gives marketers tips on how to uncover similar assumptions in their customers.
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How to Make Any Blog Topic Interesting
Mind Your Audience&
Ask Interesting QuestionsGo To Next Slide for Example
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Case Study:Kaleidoscope’s Blog
Normal Experience: Creating a video to get buy-in from Amana Sr. Managers
Blog Audience: Prospective Customers
Interesting Questions: Why were the Sr. Managers cautious of the idea proposed to them and why did they accept it later?
Resulting Blog Post Title: Why Your Boss Isn’t Accepting Your Great Idea
Post Description: Explains bosses’ objections to new ideas. Shows how Kaleidoscope’s video creating service can help overcome some of those objections. Encourages prospective buyers to try the video service.
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Themes for Captivating TitlesHow to Ex) How to Wake Up Feeling Totally Alert
ListEx) 7 Simple Ways to Convert Your Visitors Into Customers
TrendEx) The Future of Human Centered Design
Direct StatementEx) Smart Phone Market to Double by 2017
Offer to answer a compelling question Ex) How Much a Pool Costs
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Engaging Ways to Start a Post
Short Story
Evoke the Mind’s Eye
Characterize related problem/opportunity
Use a picture
Pose a question
For an example, click each blue item.
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Formatting Checklist For Reader Friendliness
Short Paragraphs (4 sentences max)
Occasional 1 sentence paragraph
Bold text for important points
Bulleted or numbered list where appropriate
Free of long, stringy sentences
Pictures, block quotes, or both
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Blogging Platforms Recommendations
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Private Work Blogs & Personal Blogs
Public, Professional Blogs
Pros: Free & Easiest to Set-Up, Linked to
Gmail Account
Cons: Costs Money to Set-up, Need Programmer for Advanced Customization
Cons: Google Owns Your Blog, Limited
Customization
Pros: Advanced Customization Options,
You Own Your Blog