【正文】 a Web strategy by...... 1. developing sellable content or creative 2. putting up a blog (the center or our new universe) 3. syndicating the blog/drive traffic to it 4. moizing the blog (get an ROI from advertisers, consumers) ?Why did we e here today? We Are Here to Improve This Model Podcasts Trackbacks Widgets Comments Posts Email Newsletter RSS Feed Flickr BLOG + = ROI = Return On Investment (the core of brand blogging) blogging strategy money fame Our Web Strategy + = ROB = Return On Blogging (the core of brand blogging) blogging strategy money fame Our Web Strategy What is our personal investment ? time effort opportunity costs Our Web Strategy Our ROI amp。s Opinion amp。Wele ? While waiting for the show to start, do this... ? 1. Grab a marker pen and three postit notes ? 2. Write a word on each postit describing your vocation and your traits (writer?, an artist?, a photographer?, an anarchist? An Oprah fan? a doglover?) ? 3. Stick the postit notes visibly on yourself Brand Blogging 101 Writing for the Inter The blogosphere: Your New Universe Bubble ? ...an increasing number of panies have e to see them [blogs] as the next great public relations vehicle—a way for executives to demonstrate their casual, interactive side.39。 More PR Than NoHoldsBarred on Bosses, Corporate Blogs Amy Joyce, Staff Writer, Washington Post, Saturday March 19, 2022 ?Setting up a Web blog Agenda How did these blogs bee “A” blogs? Branded Content Niches Politics = TPM, Daily Kos Celebrity Gossip = Gawker Tech = Engadget Brand Blogging 101 The “AList of Blegos” Using Web Media (the blogosphere) to market your writing, photography and other creative or artistic work Brand Blogging 101 Action plans, tips and strategies for not only getting your freelance work seen online, but marketed (linked to, connected with and reinforced) by utilizing new Web media vehicles Brand Blogging 101 Writing for the Inter ?Who WE are… We are the long tail Who We Are Content Developers Copywriters Writers Authors Bloggers Publishers Public Relations Professionals Creatives Photographers Designers Web Designers Artists Evangelists We are Marketers Who We Are COLONIZING THE BLOGOSPHERE We are voyagers on the star ship enterprise set out to explore the blogosphere to colonize and propagate our ideas, our writing, our photography. We are Marketers Who We Are OUR PROBLEMS freelance writer turned down from the New York Times for that article idea book writer turned down by a publishing agent Op/Ed opinion letter writer said no to by Variety39。 Editorial pages copywriter whose direct mail messages were declined by the client a wellknown photographer whose work isn39。 ROB = sell our work (sales leads) fame – bee known as expert for something ine – make some extra money Our Web Strategy Brand Blogging 101 The blog is the center of our new universe Our blog is our marketing tool to advance our careers Brand Blogging 101 The blog is the center of our new universe Our blog is our marketing tool to advance our careers Brand Blogging 101 We develop online relationships in the blogosphere to continually drive traffic to our blog, the center of our new universe Brand Blogging 101 We develop online relationships in the blogosphere to continually drive traffic to our blog, the center of our new universe We are here We want to be here Brand Blogging 101 The A List is teensy, the B list is bigger, and the Clist is simply massive. In the blogosphere, the biggest audiences – and the ad revenue they bring – go to a small elite few. Most bloggers toil in total obscurity. Clive Thompson “The Blog Establishment” New Yorker We are here We want to be here BRAND BLOGGING 101 Writing for the Inter ?Questions we will answer today: Brand Blogging 101 ?What is the blogosphere and Web ? ?How is blogging and Web different than traditional “paid” online media? ?Why did I e here today? ?How am I going to use Web ? How much will it cost me? ?What are the pros of blogging? The cons? ?What are some lowcost strategies and ideas to market my creative work? Brand Blogging 101 ?What are the 10 keys to setting up a blog that sells? ?What can Web do for me? ?How can I develop a Web strategy for myself? ?What is a Web strategy? Is it a “blog business model”? ?How can I use paid and earned media to promote my blog and my brand? Brand Blogging 101 ?How do I design my blog to present my work well and keep my visitors ing back for more? ?How can I drive my content, photography or video deep into the blogosphere? ?What is the blogosphere, exactly? ?How can I create content that drives conversation? ?How do I start a ?virtual munity?? Brand Blogging 101 ?How can I monitor what people are saying about me and my work in the blogosphere? ?What is tagging? How can tagging be branding? ?How do I measure the viewership of my blog? ?How can I moize my blog content or photography (. sell my traffic to advertisers)? ?How can I make my blog into a book or business model? Brand Blogging 101 ?What are the best ways to build blog traffic quickly? ?How can I increase interest in my creative work, photography or service, and improve my bottomline results? (I want sales leads!) Writing for the Inter ?What is a brand? ?What is a brand? ?brand Audio pronunciation of brand ( P ) Pronunciation Key (brnd) ?n. 1. A trademark or distinctive name identifying a product or a manu