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  • Warren: Blogging and Social Media definitely go hand in hand. Having a successful social presence can do a lot for a...
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    Well, according to Comscore’s latest report, YouTube has now overtaken Yahoo and sits in second position (behind Google of course) when it comes to online search. Quite an achievement! But, to be honest, it some respects, it really doesn’t matter where they are in the rankings – the fact is that the 60m+ visitors it attracts on a monthly basis speaks volumes on its own. It also begs the question – how are you using video to benefit your blog and your business?

    Where videos prove their worth

    Video, together with the increasing use of social media such as blogs, social networking and podcasts in marketing, has been winning new fans because of the extra dimension that it can give to our marketing activities. Using video not only helps to differentiate you from your competitors, it also allows you to convey your message in a different way.

    The use of video has had a huge rise in popularity over recent years, with steeply rising user numbers. YouTube, with its estimated 64 million visitors every month leads the way, (more…)

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    Today, I am focusing not solely on blogging but also on WordPress which, as regular followers will already be aware, is my blogging software of choice for business blogs. Why’s that I hear you ask? Well simply because it lets you run a fully fledged blog on your own website which is easy of use, has great functionality and is expandable. For me, that’s the best way to make sure that your investment in your blogging and your online presence in general is effectively future proofed.

    So where did it start?

    Wordpress started life as simply an open source personal publishing tool used by people wanting to run a personal diary on the web. However, since then, both the use of blogs in business and WordPress itself have developed at a frantic pace – for me, a blog is now an essential tool for businesses and WordPress fills the role of blogging tool of choice for individuals, small businesses and more and more large businesses too.

    What has also happened, though, is that it has also developed beyond being a simple blogging system and is now also an excellent CMS - Content Management System perfect for creating complete websites which business owners can then develop and update themselves as they require. Along with this it still has great Search Engine attractiveness and of course extends our ability to interact with customers and prospects from just the blog area to all parts of the site. This helps immeasurably to improve customer relations which are going to be more and more key for businesses in today’s environment.

    Ideal solution as money gets tight

    If this is starting to sound like a sales pitch for WordPress then my apologies, its really not meant to be. My goal is more to show the benefits that you can achieve by using WordPresss to create your online presence rather than a simple static website – all this at a time when costs are having to be shaved wherever possible and yet a strong presence on the internet is still going to be crucial for developing new business.

    Having a standard website is often the route that small businesses take as they first create their online presence and often its a decision which is taken on cost. The trouble is that it doesnt take into account ongoing costs cost of their web developer to add new pages or change text, cost for further development, or even the costs to add the interaction that customers are not only demanding but now coming to expect.

    Given this is the case, the advantages you can gain are:

    • the ability to add pages as and when you require which develops your web presence and your website content for both customers and search engines alike (which in turn adds to your web promotion opportunities);

    • the chance to interact with your prospects and demonstrate why you are the partner of choice;

    • the ability to modify text on the pages as and when you want to without additional costs or any delay waiting for someone to do so for you;

    • the chance, with appropriate knowledge, to run your own ecommerce section directly from the blog as well as link in with your enewsletter subscribers etc.

    • the opportunity to differentiate your business. When theres less business about to be had the need to stand out and be able to adapt quickly is important;

    • easy and instant dissemination of key information out to sites and subscribers intereested in what you offer.

    Conclusion

    The point that I wanted to get across is that, while WordPress opens up huge possibilities as a blogging platform, it offers so much more than this as well. For a small business needing a strong and developing online presence, it is the perfect tool – having it set up correctly at the start gives an interactive, SEO rich website which can be developed by the owner at will. In addition, with a seemingly never ending stream of plugins being developed, the expansion possibilities are also hugely impressive.

    So whether you are looking at setting up a standalone blog, integrating one into your current website or looking at a full website for your business, take a look at what WordPress can do for you in this respect. And if you have any questions, why not give me a call?

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    London Bloggers EventBelated thanks to all involved in the London Bloggers Meetup last week which was an excellent evening, beautifully organised by Andy Bargery of Marketing Blagger with lots of hard work from a “supporting cast” which included Rax Lakhani, the team at Splendid Communications and from Diageo who sponsored the whole event.

    Not only did Diageo kindly provide the venue at their London head office and a regular supply of Moscow Mules (Smirnoff Vodka, Ginger Ale and Lime) but also they had taken the time to create a special cocktail tailored for each blogger based on the content on their blog which their mixologist put together. My own turned out to be a Better Business Blogging Moscow Mule – loved the raspberry in it! When it comes to Blogger Relations then Diageo and Splendid certainly know how to impress.

    London Bloggers EventBeing my first time at one of these events (which, by the way, happens monthly on the last Tuesday of the month), I wish that I’d had time to talk to more people – there were, as you might imagine, lots of people to talk to. Of those that I chatted to, in addition to Andy and Lax, a big thank you to Julius Solaris who introduced me to his own Events Blog and pointed me in the direction of two must attend groups – Social Media Club in London (Aka Tuttle) and the Open Coffee Club. I also spoke to Mehrdad from London Media Design and Krista at Londonelicious and Zoe at Shaman UK amongst others.

    Following up on Twitter after the event I see there were others that I missed at the time so I feel a quick name check is in order:

    Here’s hoping that I get to chat to you at the next event and in the meantime your blogs are there to get me up to speed! And anyone else interested in meeting up, the place to keep your eyes on is the London Bloggers Meet up Group where you’ll get all the details of the future monthly events. See you there!

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    Google Blog SearchGoogle Blog Search has just had a bit of a facelift, though it’s not so much of a ‘new look’ as a ‘news look’ given that they have essentially taken the format that they use for Google News and applied it here.

    In many respects though, that’s a very sensible route to take. Blogs do tend to fulfil a dual role of providing the latest news on topics where timing is critical as well as being a type of interactive website where good information is always in demand no matter when it was posted. In the case of Google Blog Search, their results are skewed massively towards the most recent information posted – even when sorted in terms of relevance rather than date. Probably better this way or we would simply be looking largely at a rehash of Google’s main index and that’s not what we are after here.

    So what Google Blog Search is good at is letting you find the latest information appearing in blogs – does very much what is says on the tin, so to speak – and so the redesign is clearly playing to its strengths. It also benefits from Google’s general uncluttered approach which I sometimes think that Technorati might like to be mindful of again. So check it out and don’t forget to use the RSS feature – will save you masses of time!

    A quick run through

    So what do you get for your beta now and how can you use it. Well, on the homepage, you now get a pre selected set of blog posts in the main results area and, in the lefthand sidebar, you can select one of 11 other pre-ordained categories to look at. Alternatively you can of course head straight for the search box at the top.



    Once you’ve searched on a term, you’ve got the chance to do some filtering, essentially on how recent you want the results to be – you can also sort the results either by relevancy or time, though this makes less difference than you might think. From a business perspective, a really important function sits rather inconspicuously at the bottom of the lefthand sidebar where you can quickly set up either a Google Alert or an RSS Feed for the search terms you’ve just used. Can save you loads of time and keep you up to date!


    So overall, it’s a change but not a revolutionary one by any means – more a shuffle forward and to the side rather than a giant leap. I do, however, find myself using it more than Technorati now for general searches, although to track links etc I still return to the Big T.

    As an aside, at this time of intense political as well as economic debate over in the US, I like the fact that Google chooses to re-iterate at the bottom of the homepage “The selection and placement of stories on this page were determined automatically by a computer program”. So that’s all okay then …

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    Business Blog post IdeasOne of the key concerns I get asked about by people writing their business blog is what they can do when they are looking for topics to write about. Don’t worry! I can guarantee that this will really not be a problem unless you let it be one. You know your subject inside out (or else you wouldn’t be writing about it) and you have a huge resource of information that will be useful to them – it’s really a question of picking the right topics for your readers.

    For me, there are two main sources of ideas: you and everyone else.

    Blog Post Ideas
    – You’ll want to make sure that you don’t forget any of the ideas that come to you during the day and personally I use a nice and easy solution for this: quite simply, I keep a notebook with me at all times. Why? So I can jot down ideas that occur to me – and, let’s face it, they can come at the weirdest moments. Anything could trigger them – something I see which sparks a connection or perhaps a comment that somebody makes to me. I note down the idea and any other thoughts that crop up at the time which I can go back to, review and use as and when I need to.

    Blog Post Ideas – Everyone Else

    When it comes to “everyone else”, the best people to take ideas from are your customers, your prospects and your partners – these are all the sorts of people who are likely to ask those questions which others would benefit from as well, so can be a great source of inspiration.

    So, make a note of the main ones and make a point of talking about them on your blog. Treat it in the same way as you would when you take questions from the audience during a presentation – that’s to say, repeat the question that has been asked so that the rest of the audience can hear and then go ahead and answer it.

    Do the same in your blog – you will be providing information which will answer relevant and real questions that should help your customers use your product better and help your prospects to understand its potential better.

    So that you have this resource developing on an ongoing basis, I suggest that:

    • you keep a folder in your email system and make a copy of both the question you receive and the response you send back – this will in itself form the basis of your business blog post;

    • after meetings with clients, prospects or suppliers, note down some of the key questions that they asked and which were clearly on interest to them;

    • at Conferences and Exhibitions, keep a record of the questions or the areas that visitors to your stand keep asking about and are showing most interest in.

    You’ll soon find that you have topics for your posts planned out well in advance and as you write the posts, you will hopefully also start to receive comments which will start to take the discussions and questions in other directions as well.

    In the meantime, here are some of the ones that I tend to use.

    Write about current events

    Something that you probably do on an ongoing basis is keeping an eye on what is being written about your industry, perhaps through various news media and ideally with the help of RSS feeds which of course saves you a load of time and gets you the news in double quick time. So just choose an event or piece of information which is of interest to you and your readers and give your comments on it and perhaps its implications. Don’t forget to reference the article and the site where appropriate though.

    Read other blogs

    Keep an eye on other blogs and what they are talking about you will probably find subjects that you wish to develop further, ones that you wish to comment on in your own blog (dont forget to use a trackback!) or ones that simply spark new ideas that you can write about. Other blogs are great sources of current thinking and new potential ideas.

    Write a Series

    Select a topic and write a set of posts around the theme you have selected. Try to plan the series out in advance (at least the titles) and then write them as you need them. Alternatively, once you get into the series, you may find that you write a number of them all at once. That’s great! But don’t get carried away and post them all together, instead postdate them (in WordPress, just change the “Post Timestamp”) so that they publish automatically a few days apart.

    Revisit old posts you have written

    Check back over some of your old posts and see if there are ones that could be developed more fully. You may feel that there are now updates or new information that you would like to add to them, so do so in a new post which references back to the original one and develops the ideas further.

    Answer Questions from Comments on Posts

    Use contacts from people who have asked for information or have asked questions which have developed on your original post and opened up in turn new areas or topics. Take these questions or the points that they raise and develop the answers into new posts.

    Get a guest blogger in

    You do not need to write all of the posts yourself, many Business Blogs will in fact have two or even more people working on them. However, if you dont have people who post regularly, you can still have a guest blogger who might come in to post on a particular subject where they have a specialist knowledge.

    There is of course a final option – simply take a break from posting for a few days. Theres no issue with that – just let your readers know and theyll be waiting for your return with bated breath.

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    Statistics can improve your business blogIf you want to improve the focus of your blog and make sure that it’s doing its job, then the best place to start (as well as asking your readers directly) is to check on your stats or analytics package. It contains a mine of useful information which will allow you to target areas which could do with a modification (or an overhaul) on your blog.

    Most of the the stats packages worth their salt will offer a range of statistics covering your readers, their journey through your blog and how they found it in the first place. It’ll give you details of who is reading what, which are the most popular (and unpopular subjects) that you’re writing about as well as showing you what are the phrases being used to find you. It’ll also let you see how easy it is to find information on your blog – we all know where to find it on our own blogs but can other people?

    Make it part of your routine

    Analysing and using this information is best done as part of a circular flow which we carry out on our blog, not on a daily basis, but at least regularly. By doing this, we can make sure that we’re keeping up with what our readers are demanding of us … even if they don’t really realise it! :)
    Blog Development Wheel

    I’m sure that we are all aware of the Research > Write > Promote of the equation, although we probably all know that there’s more that we could be doing … well, that’s certainly the case for me anyway. However, the Analyse and Modify might be less automatic. For me, this means getting the information I can from the stats available and then modifying either the blog (to better suit my business aims) or the style and perhaps the focus of future posts. A useful exercise though not after every post!!

    Getting down and dirty with your Stats

    So what should you look for in your stats and what can you do with the information you find? Well, personally, I focus mainly on three things, though no doubt all of the figures they provide can be put to good use one way or another:

      i) what people are reading most of

      ii) what keywords they are using to find my site in the search engines; and,

      iii) which other sites they are coming from.

    i) What people are reading most of (coupled with the figures I get from Feedburner for my RSS feed) helps me hone my content and lets me try to write more articles which will appeal to my readers. Obviously you can’t do this exclusively or the blog posts get very “samey” – and that’s got to be negative – but catering to your audience is a good thing, so use the information to help you write on relevant topics but don’t be dictated to by it.

    What is also does is help me introduce them to relevant services I offer – if a post on Blog Optimisation is getting a lot of interest, then it makes sense for me to promote my Blog Consulting services alongside that post. Relevant information for people clearly interested in a topic I cover.

    ii) When I see that there are certain keyword phrases which bringing new readers to the blog (particularly when they go on to visit other pages), I can presume that I’m ranking well for them and that they are relevant to my target audience because they are finding other articles of interest. This lets me know that, while I should obviously continue to write on this topic bacuse it’s popular, I should concentrate on other keywords as well if I want to widen the scope of my ranked pages in the search engines.

    iii) Finally, when I see that there is a lot of traffic coming from a certain site, then the likelihood is I’m going to check it out. If it is a link from another blogger or an article referencing my blog on another site, then this is an opportunity to get in touch, make contact and thank them for referencing my site. There might also be other opportunities for collaboration on other topics or even projects. If the link is coming from a social bookmarking site such as Stumble Upon or Digg, then again I know that an article has struck a chord and that my own blog promotion efforts are working, giving me additional focus for the future.

    Some Stats packages

    There are a couple that I use primarily: as an overall package Google Analytics is a good bet. It’s free and comprehensive in the figures it feeds back, if a little overwhelming at times. The only downside is that the figures take 24 hours to come through, not too much of an issue if you are looking at overall trends but not so good if you want to track a campaign you have in place as it happens. For this, I run Statcounter which has a free service and then a paid one for extra capacity – also recommended is GetClicky which again I have had good feedback about. If you are using WordPress, then there are also a number that you can run internally – as a start point you might like to check Mashable’s article from last year or WordPress own Plugin directory.

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    RSS Series from Better Business BloggingThere are two things that I consider to be safe assumptions in life: one, we all like to know whats going on and, two, we never seem to have enough time. Now it may be that for some of us, a copy of Business Week, The Times or perhaps Cosmopolitan (according to our preferences) will be enough to keep us up to date with what’s happening in the areas that interest us. For others, and particularly in business, we need to cast our net a little wider and need to be able to sift the information more quickly.

    Of course, the more subject areas we want to follow, the more we bump into the issue of not having enough time to find the information that we need, let alone read it. Once again, RSS to the rescue! This sort of problem of information overload can really be reduced (though not I fear totally eradicated) by making best use of an RSS Reader to find and deliver to us the latest news and information from wherever it’s hiding on the internet.

    So let’s quickly start by looking at five of the main advantages before moving onto some of the more specific business benefits below:

    1. Time saver par excellence
    Time saver because you no longer need to keep revisiting sites to get the latest information, instead it is delivered to you in a neat bundle to let you decide quickly and easily what’s of interest.

    2. Latest information always at your fingertips
    Whether it is business information, the weather, local news, breaking industry research or a new posting from a rarely-updated site you receive up to date information in your areas of interest as soon as it is published.

    3. You are in control of what you receive
    Both subscribing and unsubscribing from an RSS feed is totally under your control. You can do so at any time at the click of a button in your RSS reader; so if the information stops being relevant, you can instantly remove it.

    (more…)
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    Online Participation GuidelinesAlthough perhaps influenced by watching the wonderful “Yes Minister” in the 1980’s, my image of the British Civil Service conjures up an image of leather armchairs, men only clubs and political machinations. It would not have been where I would have first thought to look for a set of nicely concise guidelines about “online participation” as they so succinctly put it. However, there they are!

    Their guidelines, the main points of which I have reproduced below, cover general participation online no matter what the medium – however, the advice I find to be particularly applicable to corporate blogging or indeed blogging in a small business environment as well. They are clear and to the point which is key when you want to get your message across to people in your own organisation, but reflect most of the ideals that we should bring to interaction online.

    1. Be credible: Be accurate, fair, thorough and transparent

    2. Be consistent: Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times.

    3. Be responsive: When you gain insight, share it where appropriate.

    4. Be integrated: Wherever possible, align online participation with other offline communications.

    5. Be a civil servant: Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency.

    (Full details of the guidelines can be found here)

    However, for me, just as important are some of the follow up points additional points that they highlight in text which follows that. They are so relevant to all we do online that I thought you might like to print them and stick them to your monitor.

    Just to reiterate: don’t think of blogs and online media any differently in terms of what you should or should not say from when you are representing your company in any other situation. However, do remember that online everything happens at breakneck speed … for both the good and the bad things. Backtracking is not an easy option when the information can have immediately been distributed far and wide. Speed and breadth of distribution are two of the key benefits of blogging and online media … unless you want to withdraw something!

    So, as you participate online or as you draw up your own company blogging guidelines, you could do a lot worse than refer back to the points made by the Civil Service about how to conduct yourself. Stuffy and British? Not really … more sensible and corporate.

    (Hat tip to Laurel Papworth for the find.)

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    BlogDay 2008Its Blog Day 2008. It’s just a single day each year when we are encouraged to share 5 blogs that you might not yet be reading. Its really just a way to try to extend that the type of blogs that you might want to have a look at.

    As a result, I have chosen a varied set of blogs covering a variety of different writers and types – I hope that at least a couple will prove of interest to you.

    Happy Blog Day 2008!

    1. Bird Droppings: the self styled ‘ramblings of a deranged mind’ which just happens to belong to Drayton Bird, considered one of the most successful direct marketers at work today. Not for the faint hearted, but certainly entertaining and most certainly to the point!

    2. Biz Growth News: if you’re looking for personal branding and social media information sandwiched between a generous slice of practical advice and common sense, then this is the place to be heading to see what Krishna De has to say. Not to mention her Biz Growth Live podcast series which features some of the experts that you’ll really not want to miss.

    3. How to Look Good: by Caryn Franklin, of The Clothes Show fame, it’s the easy style of writing that I particularly like which really gets her message across. One of those blogs where you can hear her voice speaking the words as you read them.

    4. Innocent Drinks: the only pseudo corporate blog in my list, but one that I have found which has stuck to its guns and keeps doing things their way. It’s marketing without the marketing and PR without the PR - but it’s certainly branding through and through. Oh and it works …!

    5. Chris Brogan: current darling of the social media marketing crowd and with good reason. Well worth the time to look through what he has to say and just let the idea of social media sink in – you’ll soon find that you start to realise all the options you have and, of course, the central roles that a blog and your RSS feed can play in your marketing.

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    Business Blogging common senseIn case you aren’t familiar with the name, Matt Cutts is the public face of Google when it comes to the world of search engine optimisation and writes a well followed blog which focusses on these and other associated areas.

    Earlier this week, he wrote a post where he offered 3 so called “rules of thumb” for company bloggers and which might be considered relevant for all business blogs. The ones he highlighted were:

    1. Don’t make hard promises about the future
    2. Don’t trash talk a competitor
    3. Don’t post when you’re angry

    (You can see the full post here.)

    While I can’t disagree that these are three sound pieces of advice, I don’t know whether I’d view them as the three key points with regard to company blogs – however, they are most certainly relevant.

    So why mention them here? Well, primarily because they show something which I believe to be very important when you write a business blog – you shouldn’t suddenly ignore all of the common sense and good advice you have learned about business communications over the years, just because you are writing on a “blog”. A blog is an extension of that, with some extra rules thrown in, I grant you.

    So advice such as “don’t rubbish your competition” makes sound business sense whether you are giving a presentation, emailing information to prospects or talking to other people in your industry. It should a no brainer to then apply that same logic when you are writing in your blog, particularly when you take into account the potential size of your readership and the fact that, for good or for bad, the internet has a long memory so getting rid of inappropriate comments you later regret is going to be problematic.

    So, just because you are writing on a blog, don’t suddenly bin all of your business communications knowhow that you’ve accumulated – use all of that and then adapt the rules to allow you to play to the strengths that your blog can offer.

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