We invited Blogwild! author Andy Wibbels to chat with our SF/IABC Independent Communicators' Roundtable about the benefits of blogging if you're self employed. He gave us an excellent hour of insights and advice. Here's what I took away:
- Andy defines a blog as "an easily, instantly and frequently updated website focused on a topic, industry or personality."
- Use a blog as your publishing platform, and you don't need graphic design or IT support. It's so easy you can do it yourself (unless you want to customize the templates).
- A blog's clean code makes it easy for search engines to find. Use keywords in post titles and you'll be optimized to be found by prospective clients.
- You clients and prospects need authoritative, credible information about the issues they deal with every day. Andy says, "You can become the information filter clients need -- the lens that brings it all into focus."
- Start a blog in a few minutes using one of the popular tools such as WordPress (his choice), TypePad (my choice) or Blogger.
- Blog at least 3 times a week for about a month before you promote the site, so there's a ready archive or resources. Add newsletter back issues to provide even more content.
- The top 3 ways to promote a blog are to post comments on blogs by people who share your interests, include the URL in your email signature and on all collateral, and advertise with Google AdWords.
- Write content that is important to your audience. Once they find you, they'll come back. "Don't be clever, be clear," so your topics are obvious.
- Cultivate passion. Let your personality come through, and be the go-to expert and/or enthusiast on your topic.
- Be provocative. Blog about what is NOT being said in your industry. Become a thought leader, based on what you've learned from experience.
- Tag entries with keywords that your target audience might use in a search. See what the most popular keywords are using Technorati.
- Differentiate yourself by bringing clarity to a topic. Focus on a tight niche, narrowed by industry, segment and/or geography.
- Track your blog's popularity on IceRocket.com, BlogPulse and Technorati.
Asked if blogging is really worth the time, Andy says the biggest blog ROI is lead generation. Journalists looking for expert insight on a topic will also find your blog, giving you added exposure in the press.
Thanks for a terrific session, Andy!
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