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And Now You Want Us To Blog Too?


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Blogging for associations - benefits, strategy, content and making it work.

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And Now You Want Us To Blog Too?

  1. 1. And Now You Want UsTo Blog, Too?<br />Deirdre Reid, CAE<br />April 15, 2011<br />Association Executives of North Carolina<br />
  2. 2. Here’s What You Need to Know<br />Why the effort will be worth it.<br />How to do it right from the start.<br />How to get content.<br />How to make it all work.<br />
  3. 3. Blog = Solution<br />What do you hope to accomplish<br />with your blog? <br />Identify objectives it will <br />help your association and your members achieve.<br />
  4. 4. Blog = Solution<br />SEO = Search Engine Optimization<br />Awareness<br />Authority<br />
  5. 5. Blog = SolutionKnowledge Hub<br /> News and Info Opinion<br /> Analysis Education<br />
  6. 6. Blog = SolutionThought Leader<br /> Public relations Awareness<br /> Myth-busting Personality<br />
  7. 7. Blog = SolutionAdvocacy<br /> Illustrate Influence<br /> Motivate Organize<br />
  8. 8. Blog = SolutionMarketing<br />Events Membership Products<br />
  9. 9. Blog = SolutionCommunity<br />Spotlight Entertain Engage<br />
  10. 10. Selling a Blog to Your Board<br />CEO as change agent<br />Avoid jargon<br />Sell solution<br />Sell the benefits<br />
  11. 11. First Things First<br />Know your objectives.<br />Know your audiences and their needs and aspirations.<br />Listen and learn.<br />Create a content strategy.<br />
  12. 12. Identify Your Audience(s)<br />Members<br />Attendees<br />Prospects<br />Influencers<br />Policymakers<br />Media<br />
  13. 13. “People always swarm to<br />the most efficient solution to their problems.”<br />What problems can you solve?<br />What knowledge gaps can you fill? <br />What interests can you pique?<br />
  14. 14. Get the Lay of the Land<br />Subscribe to other blogs – Google Reader <br />Pay attention to:<br /><ul><li>Topics
  15. 15. Frequency
  16. 16. Voice
  17. 17. Interaction
  18. 18. Authors</li></li></ul><li>Find your voice<br />Blogs are different.<br />Blogs are social.<br />Be real. <br />Be human.<br />Tell a story.<br />
  19. 19. The Hunt for Content<br />Identify categories<br />Inventory content<br />Brainstorm ideas<br />Content is<br />everyone’s job<br />
  20. 20. Content Ideas<br />News & Analysis Opinion<br />How-to’s Weekly roundups<br />Reports from… Q&As<br />Videos Behind the scenes<br />Success stories Guest spots<br />Departments<br />Young professionals CEO column<br /> Industry niches Spotlight<br /> Tips Newbie questions<br />
  21. 21. Content Collectors<br />Reuse<br />Repurpose<br />Recycle<br />Piggyback<br />
  22. 22. Content Cure-ationBe a curator<br />
  23. 23. The Talent<br />Staff <br />Members<br />Guests<br />Freelancers<br />
  24. 24. Editorial Calendar<br />Match to meeting, marketing and legislative calendars.<br />Be consistent with frequency.<br />
  25. 25. Make It Work<br />Always collect, scout and repurpose.<br />Respect writing time.<br />Set timer and disconnect.<br />Take breaks.<br />Let it flow.<br />Keep it short.<br />
  26. 26. Comments<br />“Err on the side of conversation.”<br />
  27. 27. If you build it, will they come?<br />Build blog reading habits<br />External/social pressure<br />Regular schedule/appointment<br />Repeated exposure in a short time period<br />
  28. 28. Social Marketing<br />RSS and email subscriptions<br />Share tools<br />Blog comments elsewhere<br />Facebook page updates<br />LinkedIn group feed<br />Tweet posts<br />
  29. 29. Traditional Marketing<br />Website real estate<br />Membership and event collateral<br />Email sigs<br />Newsletters<br />
  30. 30. How do you define success?<br />Think about metrics….<br /> …but don’t obsess.<br /> …keep it simple.<br />
  31. 31. Questions?<br />Deirdre Reid, CAE<br /><br />@deirdrereid<br /><br /><br />