Fast, Cheap, and Under Control

At the AEP Summit 2009, Tim Frick, Owner of Mightybytes, led the workshop “Fast, Cheap, and Under Control,” where he discussed tools that can help publishers easily create dynamic, content-rich blogs. The workshop included a hands-on demonstration of how to create a blog but also featured a discussion about blog strategies. Here are highlights from his session.

• Don’t skip the first stage: developing your blog strategy. Ask yourself why you are creating a blog: Who do you want to reach? Why are you trying to reach them? This should guide your content creation and help save time when you are determining what to post.
• Also, think about what resources you have–and not just in terms of money. Updating blogs and commenting on social networking sites take time. Understand the commitment you are making with a blog and use your time wisely.
• Since anyone can post a blog, you need to think about how you will set yourself apart. Determine your editorial  standards to ensure that you post quality content. Once information is posted, it’s almost immediately searchable and difficult to retract.
• Once you create the site, the content cannot be static. You need to regularly update the content to get users in the habit of visiting your site. (This has the added benefit of increasing you SEO as search engines reindex a site when updates are posted.)
• Include rich media and take advantage of the opportunities available on the web. Understand when a video or audio file would enhance your blog.
• Just as important as your on-domain strategy is your off-domain plan. How will you get other sites to link to your blog? One method is to use social media sites, such as LinkedIn, to connect to your site. You can also share your content with sites like Digg and Delicious. Post teaser content that will drive people to your blog.
• Join and actively participate in  social networking communities. Position yourself as an expert in your field and show users that they can come to your for answers.

Ultimately, your goal is to turn blog readers and social networking contacts to paying customers. Make sure that your website is ready to make the conversion.

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