Date post: | 06-May-2015 |
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Business |
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Blogging and Podcasting for Business
Louise RijkVice-President Marketing and Sales
Advanced Media Productions
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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
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- 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
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Blogging and Podcasting for Business - BLOGGING
What is a Blog?
Categories and Listed in Reverse Chronological Order
Blog Posts
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- Direct Communication
- Brand Building
- Position You as Expert
- Media and Public Relations
- Search Engine Marketing
- Competitive Differentiation
- Relationship Marketing
- Exploit the Niches
- Reputation Management
Blogging and Podcasting for Business - BLOGGING
Why Does a Business Need a Blog?
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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
Blogging and Podcasting for Business - BLOGGING
Blog Applications
Internal and External Blogs
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- 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
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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
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Navigation
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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
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Keywords
Title bar Optimization
Permalink
RSS Feeds in Category
Social Media Quick Links
Most recent or popular entries
Blog Features (II)
Blogging and Podcasting for Business - BLOGGING
Blogging and Podcasting for Business - BLOGGING
Blog Are Not For Text Only (I)
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Show Notes
Blogging and Podcasting for Business - BLOGGING
Blog Are Not For Text Only (II)
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Show Notes
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- 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
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- 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)
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- 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)
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- 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
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- 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
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- 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)
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Blog Tracking Systems
- Technorati
Feed Tracking Systems
- Feedster
Trending Systems
- BlogPulse
Blogging and Podcasting for Business - BLOGGING
Blog Analytics
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Blogging and Podcasting for Business
Audio Podcasting for Business
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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)
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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
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
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Why Business Podcasting?
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
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Audio Podcast Applications
Podcast Production
Blogging and Podcasting for Business – AUDIO PODCASTING
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- 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
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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
Blogging and Podcasting for Business – AUDIO PODCASTING
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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
Blogging and Podcasting for Business – AUDIO PODCASTING
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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
Blogging and Podcasting for Business – AUDIO PODCASTING
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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
Blogging and Podcasting for Business – AUDIO PODCASTING
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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
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Blogging and Podcasting for Business – AUDIO PODCASTING
Sound File Search Engine Optimization
- Optimize the ID3 Tags Field
- Optimize the Sound File Name
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Blogging and Podcasting for Business – AUDIO PODCASTING
Submitting the RSS Feed
Podscope.comPodcastalley.com
Podfeed.net
Podcastdirectory.com
Podcast Directories