Blogging for business, delivered at the Dietitians Association of Australia Annual Conference, in Brisbane, 16 May 2014

1. www.melkettle.com.au! @melkettle
Blogging for business!
Mel Kettle!

2. www.melkettle.com.au! @melkettle

3. www.melkettle.com.au! @melkettle

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Why blog?!
• share knowledge!
• promote your organisation !
• position yourself as an expert!
• it helps SEO!
• helps create two-way conversation!
• sharpens your organisational focus!
• can give insight to audience via
analytics!

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Great business blog examples!

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www.brasseriebread.com.au

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www.blackmores.com.au

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www.naturespath.com

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What these blogs have in common!
• clear and easy to understand posts!
• tagging to create categories of post!
• regular posts!
• multiple bloggers!
• good use of images !
• responding to comments/questions!

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• online - immediate access to readers!
• very interactive via comments and engagement!
• no deadlines (unless self-imposed)!
• length can vary!
• casual in tone!
• share stories!
• continuous conversation!
How does a blog differ from other
forms of writing?!

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Corporate blogging!
• be interesting - grab the readers’
attention!
• needs to remain consistent with
organisations key messages!
• rules to follow - language, tone etc!
• more likely to have a defined audience!
• Listen, participate, engage!
!

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But…!
what do I blog about????!

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blog
Monthly themes
A series of posts
on one topic
Top 10 lists
How to…
Current events
Guest bloggers
Updates of past
posts
Giveaways and
competitions
Solve readers
problems
Case studies
New stuff in your
industry
New stuff in your
organisation

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Tips for writing great content!
1. know your audience!
2. be interesting and relevant!
3. use your voice !
4. no acronyms or jargon!
5. bullet points, lists!
6. keywords to help with SEO!
7. ask questions!
8. use images!
9. spelling, punctuation, grammar!

17. www.melkettle.com.au! @melkettle
Don’t blog alone!
• connect with other
bloggers - on and off-line!
• talk to your colleagues!
• read lots of blogs!
• go to blogging conferences
and events!
• talk to your readers!

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Increasing your readership!
• write great content!
• use images where appropriate!
• spend time on SEO!
• pin posts to Pinterest where appropriate!
• quality is better than quantity!
• share via facebook and twitter!

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Increasing your readership!
• interlink your posts!
• use a related post plugin!
• showcase your best posts in your
sidebar!
• make sure your website is
attractive!
• set up an email list and consider a
newsletter!

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Promote your blog!

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Promote your blog!
• install a social media sharing plugin!
• share on social media!
• newsletters!
• website!
• business cards!
• corporate publications!

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Promote your blog!
• participate in forums!
• comment on similar blogs
to yours!
• photo sharing sites!
• share it with key
influencers!
• optimise for SEO when
writing!

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Creating community!
• Your message needs to be community-
worthy !
• Identify the call to action!
• Appoint champions !
• Encourage conversation!
• Provide the tools for engagement!
• Regular community engagement!
• Promote, promote, promote !

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6 steps of measurement!
1. Know your goals!
2. Define your audience!
3. Define benchmarks!
4. Define metrics – what is success to you?!
5. Select data collection tools and media!
6. Measure – be data informed not data
driven!

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Do you need a social media policy?!

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If…!
• Your organisation has any social media
accounts!
• You have staff!
• They use social media!

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What should it include?!
• Who can comment on behalf of the
company!
• What can and can’t be said on corporate
AND private accounts!
• Consequences of a breach!
• Link to a Code of Conduct!

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Then what?!
• Train your staff!
• Include it as part of staff
induction!
• Remind people of the
policy regularly !

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@melkettle!
www.melkettle.com.au!
www.cooks-notebook.com.au !