tbu - caliberi: blog to brand
DESCRIPTION
From Blog to Brand: Caliberi workshop presentation from TBU Rotterdam 2013 presented by Ross BurnsTRANSCRIPT
From Blog to Brand
Ross BurnsContent Manager
O wad some Power the giftie gie us
To see oursels as ithers see us!
“
”
“O would some Power the gift to give us
To see ourselves as others see us!
It would from many a blunder free us,
And foolish notion.”
Why is this so important and what does it have to do
with travel blogging?
Every minute:
• 347 New WordPress blog posts are published
• 3,125 Flickr images are uploaded
• 48 hours’ worth of YouTube footage is uploaded
By the end of our hour together:
20,000+ new WordPress blog posts will have been published.
And that is just WordPress.
The good news is
You already have your brand
You already have your niche
You just need to emphasise it at every opportunity so that you stand out.
Authoritative
Informative
Fresh
Engaging (and engaged)
A successful blog is
Google+ is becoming important and is your friend
Authoritative
• Use rel=“author” tags
• Fill out your profile in full
• Use a profile image consistent with your other social channels that will show up on SERPs
Facebook Graph Search is coming soon
Authoritative
Authoritative
• Complete your Facebook profile with as much information as possible
The more you have in there, the more people will come across you
Make your brand voice consistent
Authoritative
• Tone of voice
• Spelling
• Pay particular attention if accepting guest posts
Authoritative
Informative
Fresh
Engaging (and engaged)
A successful blog is
Solve people’s problems
Informative
• Know what people are searching your site for
• Use your blog to help answer these common queries and as inspiration for posts
pubs rotterdam
Curate your knowledge to provide guidance
Informative
• If you’ve already done something, compile the resources
• “How to” posts are incredibly popular
• Become an authority not just an inspiration
If you help people, they will come back, boosting your figures
Informative
Useful posts will be
• Bookmarked
• Re-visited
• Shared
Authoritative
Informative
Fresh
Engaging (and engaged)
A successful blog is
Fresh
Use an editorial calendar
Fresh
Stick to deadlines
• Deadlines keep you disciplined
• Offline publishing governed by deadlines – online publishing should be no different
Fresh
Automate on social channels
• Buffer
• Hootsuite
Fresh
Recycle/reuse/repackage
• You already have a wealth of information and resources (photos, etc)
• Don’t be afraid to reuse this in a different format as an easy way of keeping your blog fresh
Fresh
Adopt the 80/20 rule
Doing what you always do
Trying something new
Fresh
• Before and After image sliders require little code and lend themselves to travel photography
Fresh
• Interactive timelines offer a more interesting way of showing details of a trip or a location – can also be used to repackage existing content
Fresh
• Polls can be an interesting way of engaging your readers and the results offer material you can build on and publicise
Fresh
• Building a Google map is quick, straightforward and a good resource
Fresh
• Video is easier than ever to shoot and upload
• YouTube is the second largest search engine on the internet
Authoritative
Informative
Fresh
Engaging (and engaged)
A successful blog is
Engaging (and engaged)
Be socially active (offline & online)
Engaging (and engaged)
Know what’s going on in your sphere
Engaging (and engaged)
Know what people are looking for
• Google AdWords is quite addictive and strangely fun to play with
Authoritative
Informative
Fresh
Engaging
A successful blog is
How many hours of YouTube video is
uploaded every minute?
Have you been listening?
Yes, 48. Have a stag!
Introduction
• To A Louse (read by Robert Caryle)
• That scary infographic
Authoritative
• How to use Google+ author tags• Facebook Graph Search
Engaged (and engaging)
• Trendsmap• Google AdWords
Fresh
• Buffer• Hootsuite• Simple image slider• Interactive timelines• Polling plugin• Google Maps• Vine (iOS app)• Tout (iOS & Android app)• YouTube (you probably know wh
ere this one is!)
Essential
• The Caliber Blog
Those resources
Let me know how you get on: [email protected] / @caliberi