Blogging and Podcasting for Business - Advanced Media Productions

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Information about Blogging and Podcasting for Business - Advanced Media Productions
Business & Mgmt

Published on January 28, 2009

Author: AdvancedMediaProductions

Source: slideshare.net

Description

Blogs and podcasts are important to businesses because they are a way to communicate directly to your consumers, differentiate your company form your competitors, position you as an expert, build your brand and for overall media and public relations. They are also used as an important part of search engine marketing, relationship marketing and WOMM.

Blogging and Podcasting for Business Louise Rijk Vice-President Marketing and Sales Advanced Media Productions 1

2 Overview Blogging and Podcasting for Business Blogging For Business - What is a Blog? - Why does a Business Need a Blog -- Blog Applications and Platforms - Before Starting a Blog - Important Blog Features - Writing Blog Posts - Blog SEO - Blog Syndication Through RSS Feeds - Blog Promotion - Blog Analytics Audio Podcasting For Business - Podcast Audience - Podcast Components - Why Business Podcasting? - Podcast Applications - Podcast Production - Landing Page Optimization - Sound File Search Engine Optimization - Submitting the RSS Feed

Blogging for Business 3

- Blog - Web Site or Section within a Web Site - Blog Post - Written Text Entry by the Blog Author(s), Organized in - Comment - Most Blogs Allow Readers to Comment on Individual 4 Blogging and Podcasting for Business - BLOGGING What is a Blog? Categories and Listed in Reverse Chronological Order Blog Posts

5 Blogging and Podcasting for Business - BLOGGING Why Does a Business Need a Blog? - Direct Communication - Brand Building - Position You as Expert - Media and Public Relations - Search Engine Marketing - Competitive Differentiation - Relationship Marketing - Exploit the Niches - Reputation Management

6 Blogging and Podcasting for Business - BLOGGING Blog Applications Internal and External Blogs Internal Blogs Team/Project Management Communications Internal Communications and Knowledge Sharing Idea Generation Personal Knowledge Management External Blogs Marketing/Product Customer Service Industry News Aggregation and Analysis CEO Blog

Internal Blogs

Team/Project Management Communications

Internal Communications and Knowledge Sharing

Idea Generation

Personal Knowledge Management

External Blogs

Marketing/Product

Customer Service

Industry News Aggregation and Analysis

CEO Blog

7 Hosted versus Software Application Hosted: Blogger.com – Software Package: Wordpress Open Source/Vendor Supported Open Source: Wordpress – Vendor: Movable Type (Six Apart) Top Blog Platform Contenders iUpload (hosted), Six Apart (Movable Type), Wordpress Other Solutions Drupal, Roller, Telligent Systems, Tractor Software, Six Apart Blogging and Podcasting for Business - BLOGGING Blog Platforms (I) (Typepad), Userland Software

Hosted versus Software Application

Hosted: Blogger.com – Software Package: Wordpress

Open Source/Vendor Supported

Open Source: Wordpress – Vendor: Movable Type (Six Apart)

Top Blog Platform Contenders

iUpload (hosted), Six Apart (Movable Type), Wordpress

Other Solutions

Drupal, Roller, Telligent Systems, Tractor Software, Six Apart

8 Blog Platforms (II) Source: Forrester Research, Inc.: “The Forrester Wave ™: Blogging Platforms” Blogging and Podcasting for Business - BLOGGING

- Search Engine Marketing Benefit - Individually Branded versus Integrated - Individually Branded Blog - Carefully Choose Unique Domain Name - Host Under Unique Domain Name (company.blogspot.com versus www.company.com) - Integrated Web Site Blog - Entry to Blog Must be Visible on the Home Page and in Global Web Site - Blog Template Must Match Visual Appearance of the Web Site Blogging and Podcasting for Business - BLOGGING Things to Consider Before Starting a Blog 9 Navigation

- Search Engine Marketing Benefit

- Individually Branded versus Integrated

- Individually Branded Blog

- Carefully Choose Unique Domain Name

- Host Under Unique Domain Name

(company.blogspot.com versus www.company.com)

- Integrated Web Site Blog

- Entry to Blog Must be Visible on the Home Page and in Global Web Site

- Blog Template Must Match Visual Appearance of the Web Site

10 Blogging and Podcasting for Business - BLOGGING Important Blog Features (I) Reverse Chronological Text Posts, Audio and Video with Blog Roll Comments Manual/Automatic Trackbacks Pinging Archives Months Category Clean URL’s

Reverse Chronological Text Posts, Audio and Video with

Blog Roll

Comments

Manual/Automatic Trackbacks

Pinging

Archives

Months Category

Clean URL’s

11 Blog Features (II) Blogging and Podcasting for Business - BLOGGING Keywords Title bar Optimization Permalink RSS Feeds in Category Social Media Quick Links Most recent or popular entries

Blogging and Podcasting for Business - BLOGGING Blog Are Not For Text Only (I) 12 Show Notes

Blogging and Podcasting for Business - BLOGGING Blog Are Not For Text Only (II) 13 Show Notes

14 Make Your Opinion Known Post Often, Write Less Use Descriptive Post Titles Use Frequent Paragraph Breaks When Writing Longer Posts Edit Your Post Before Posting Invite Conversation and Encourage Readers to Comment Engage with Others by Writing Posts that Reference Other Blogs Thank People for their Comments Blogging and Podcasting for Business - BLOGGING Practical Writing Blog Posts

Make Your Opinion Known

Post Often, Write Less

Use Descriptive Post Titles

Use Frequent Paragraph Breaks When Writing Longer Posts

Edit Your Post Before Posting

Invite Conversation and Encourage Readers to Comment

Engage with Others by Writing Posts that Reference Other Blogs

Thank People for their Comments

15 Keyword Research Post Title (Permalinked) – If Possible Keyword-rich Keyword-rich Categories Keyword-rich Blog Post Entry Keyword-rich Meta or Page Title – Different Than Post Title Keyword-rich Meta Tag Description Blogging and Podcasting for Business - BLOGGING Blog SEO (I)

Keyword Research

Post Title (Permalinked) – If Possible Keyword-rich

Keyword-rich Categories

Keyword-rich Blog Post Entry

Keyword-rich Meta or Page Title – Different Than Post Title

Keyword-rich Meta Tag Description

16 CSS-styled H1, H2 and H3 Tag Heads and Sub-heads Cross-link Similar “Themed” Web Site and Blog Sections Short and Clean Internal URL Link Structure Use Keyword-rich Anchor Text in Embedded Links Blogging and Podcasting for Business - BLOGGING Blog SEO (II)

CSS-styled H1, H2 and H3 Tag Heads and Sub-heads

Cross-link Similar “Themed” Web Site and Blog Sections

Short and Clean Internal URL Link Structure

Use Keyword-rich Anchor Text in Embedded Links

17 RSS Feed – Separate Feeds for Each Category Enable Autodiscovery “ Announces” Your Feeds Availability to Browsers and Search Engine Crawlers Simplifies the Subscription Process for Many Readers Turn Pinging On Submit Blog to Ping-O-Matic Blogging and Podcasting for Business - BLOGGING Blog Syndication RSS Feeds

RSS Feed – Separate Feeds for Each Category

Enable Autodiscovery

“ Announces” Your Feeds Availability to Browsers and Search Engine Crawlers

Simplifies the Subscription Process for Many Readers

Turn Pinging On

Submit Blog to Ping-O-Matic

18 Chiclets – Quick Links to Social Media Web Sites (Digg, Del.ico.us, Subscribe Buttons – Include Subscribe Buttons for My Yahoo, Blog Search Engines and Directories – Submit Blog RSS Feed to Forums – Participate in Forums and Leave Blog URL in Blogging and Podcasting for Business - BLOGGING Blog Promotion (I) Furl) Bloglines and Others Wizard (e.g. “Submit RSS Feed”) Blog Search Engines and Directories using RSS Submission Personalized Signature

Chiclets – Quick Links to Social Media Web Sites (Digg, Del.ico.us,

Subscribe Buttons – Include Subscribe Buttons for My Yahoo,

Blog Search Engines and Directories – Submit Blog RSS Feed to

Forums – Participate in Forums and Leave Blog URL in

19 Distribute an Online Press Release with a Link to the RSS Feed Post Comments on Other Blogs Notify Other Bloggers About Your Blog via Comments and Email Blogging and Podcasting for Business - BLOGGING Blog Promotion (II)

Distribute an Online Press Release with a Link to the RSS Feed

Post Comments on Other Blogs

Notify Other Bloggers About Your Blog via Comments and Email

20 Blog Tracking Systems - Technorati Feed Tracking Systems - Feedster Trending Systems - BlogPulse Blogging and Podcasting for Business - BLOGGING Blog Analytics

21 Blogging and Podcasting for Business Audio Podcasting for Business

22 Blogging and Podcasting for Business – AUDIO PODCASTING Podcast Audience 9.2 million Web Users or 6.6 percent of US Web Users Have 11 percent of Americans have listened to an audio podcast, 53 Estimated year-over-year audience growth: 15-30 percent Downloaded Audio Podcasts in the Last 30 Days – (Nielsen//Netratings) Percent under the age of 35 (Nielsen//Netratings) (Arbitron)

9.2 million Web Users or 6.6 percent of US Web Users Have

11 percent of Americans have listened to an audio podcast, 53

Estimated year-over-year audience growth: 15-30 percent

23 Blogging and Podcasting for Business – AUDIO PODCASTING Digital Audio File in MP3 Format Audio PlayBack Device: - PC – Streamed or Downloaded - MP3 Player – Downloaded - Burned onto a CD and played on a DVD player - Cell phone – Streamed or Downloaded Syndicated Distribution Through RSS File Audio Podcasting Components

Digital Audio File in MP3 Format

Audio PlayBack Device:

- PC – Streamed or Downloaded

- MP3 Player – Downloaded

- Burned onto a CD and played on a DVD player

- Cell phone – Streamed or Downloaded

Syndicated Distribution Through RSS File

Blogging and Podcasting for Business – AUDIO PODCASTING Communicate New Ideas with Prospects and Customers Promote Products and Concepts Additional Marketing Channel to Extend Reach Deepen the Relationship with Customers 24 Why Business Podcasting?

Communicate New Ideas with Prospects and Customers

Promote Products and Concepts

Additional Marketing Channel to Extend Reach

Deepen the Relationship with Customers

Blogging and Podcasting for Business – AUDIO PODCASTING Music Promotions E-learning Audio Guides Product/Service Information Aggregated Industry News and Commentary Product Promotions Audio Books 25 Audio Podcast Applications

Music Promotions

E-learning

Audio Guides

Product/Service Information

Aggregated Industry News and Commentary

Product Promotions

Audio Books

Podcast Production Blogging and Podcasting for Business – AUDIO PODCASTING 26 Strategy and Planning Identity, Content and Messaging Script Writing Recording, Editing, Mixing and RSS Feed Creation Landing Page and Optimization Podcast Hosting Search Engine Optimization

Strategy and Planning

Identity, Content and Messaging

Script Writing

Recording, Editing, Mixing and RSS Feed Creation

Landing Page and Optimization

Podcast Hosting

Search Engine Optimization

Blogging and Podcasting for Business – AUDIO PODCASTING 27 Strategic Planning Goals, Objectives and KPI Competitive Analysis One-off Standalone Podcast or Multi-episode Podcast Show Determine Show Topic, Content, Overall Tone, Taste and Attitude Podcast Name and Episode Names

Goals, Objectives and KPI

Competitive Analysis

One-off Standalone Podcast or Multi-episode Podcast Show

Determine Show Topic, Content, Overall Tone, Taste and Attitude

Podcast Name and Episode Names

Blogging and Podcasting for Business – AUDIO PODCASTING 28 Identity, Content and Messaging Audio Logo Content and Content Organization (depends on type of Podcast) Product and Service Descriptions Features and Benefits Descriptions Technical Specifications Marketing Foundation Target Audience, Geographic Focus, Call-to-Action, USP

Audio Logo

Content and Content Organization (depends on type of Podcast)

Product and Service Descriptions

Features and Benefits Descriptions

Technical Specifications

Marketing Foundation

Target Audience, Geographic Focus, Call-to-Action, USP

Blogging and Podcasting for Business – AUDIO PODCASTING 29 Script Writing - General Information - Podcast or Episode Name, Overall Length, Segment or Segment Break Length - Producer and Participants - Segment Topics with Scripts Show Notes - Podcast or Episode Title and Description

- General Information

- Podcast or Episode Name, Overall Length, Segment or Segment Break Length

- Producer and Participants

- Segment Topics with Scripts

Show Notes

- Podcast or Episode Title and Description

Blogging and Podcasting for Business – AUDIO PODCASTING 30 Recording, Editing, Mixing and Creating RSS Feeds Recording Sound Editing RSS Feed Creation Tools that Automatically Create Regular RSS Podcast Feeds Feed For All Podifier Webmaster Podcaster and iTunes Feeds

Recording

Sound Editing

RSS Feed Creation

Tools that Automatically Create Regular RSS Podcast Feeds

Feed For All

Podifier

Webmaster Podcaster

Blogging and Podcasting for Business – AUDIO PODCASTING 31 Landing Page and Optimization Develop a Separate Landing Page for Each Episode Implement one Page for the Podcast Show with Links to Each Provide a Download Link with Audio File Length and Size for Provide a Keyword-rich Title and Show Note for Each Episode Include Subscription Information on Every Landing Page Episode Page Those who Want to Download Landing Page

Develop a Separate Landing Page for Each Episode

Implement one Page for the Podcast Show with Links to Each

Provide a Download Link with Audio File Length and Size for

Provide a Keyword-rich Title and Show Note for Each Episode

Include Subscription Information on Every Landing Page

32 Blogging and Podcasting for Business – AUDIO PODCASTING Sound File Search Engine Optimization Optimize the ID3 Tags Field Optimize the Sound File Name

Optimize the ID3 Tags Field

Optimize the Sound File Name

33 Blogging and Podcasting for Business – AUDIO PODCASTING Submitting the RSS Feed Podcastalley.com Podfeed.net Podcastdirectory.com Podcast Directories Podscope.com

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