The Art of the Business Part 7: Welcome to the Blogosphere

To listen to the interview in its entirety, click here. (27 minutes)

If you are reading this, you already have at least a handshake acquaintance with blogging (given that it’s published on a blog and all). This month, I delve into the basics of blogging, with the help of the authors of Blogging for Dummies, Second Edition, Shane Birley and Susannah Gardner. Shane is a partner in Left Right Minds, a web development, arts management, business blogging and on line marketing content consultant company, here in Vancouver. He also writes a bunch of blogs. Susannah is the owner of Hop Studios, a web design company, and author of, among others, Buzz Marketing with Blogs. Oh, and she also writes blogs. Enough introductions, on with the show!!

What is a blog?
According to Blogging for Dummies, the word blog is an amalgam of two words: “web” and “log.” Another term you may have heard being bandied about is “blogosphere.” Shane says the blogosphere is simply, “everyone on their soapbox.” Basically, if you have something you feel like writing about, and are willing to put the time in, you can have a blog. And because the internet is so wide, you will probably get an audience, even if that audience is only your family and friends. But more about garnering an audience later.

As an artist, how can having a blog help me?
A blog can be a very powerful marketing tool, albeit an informal one, for several reasons.
Technical stuff: The more often you blog, the more often you will be indexed by search engines, and the higher you will come up in a search. “Search engines love fresh content,” says Susannah, “and blogs feed right into that. The more you put yourself out there, them more you make yourself a possible search result, the better the chances are, you will be able to increase your profile. In a fairly painless, non-traditional way.”
Get to know the person behind the product/service: “People respond to people,” says Susannah. “It is incredibly powerful to be able to speak to the artist directly—you don’t always have access to that. Blogs help to create a dialogue between the audience and the writer.”

What do I need to start a blog?
First, you need to decide if you are going to sign up for web-based blogging software, or use software that will post your blog under your own, dedicated domain name.
I am going to talk about how to start a blog using web-based software, as I think this is the most popular, and easiest route to go for a beginning blogger.
The two most popular blog software programs out there are Blogger and Word Press (this blog is done on Word Press). Signing up for either one is a very simple, three-step process.

Now, here’s some stuff you might like to add on:
About Me/Profile: “If you are wanting to use your blog as a marketing tool, and you don’t have a bio, don’t bother having a blog,” says Shane. “You’re talking about yourself, but there is nowhere they can go to get a background on who you are.”
Comment section: Blogs that elicit comments from their readers are considered to be successful. That doesn’t mean you should write stuff that it controversial just to elicit comments, but blogging is all about creating dialogue. So ask your readers for their opinions and comments.
Archives/Categories: This helps people to find similar posts to the ones that they like and enjoy. Most blog software programs have this built in.
Blogroll: Shane describes a blogroll as being, “a listing of blogs that you recommend to other people.” This is similar to a links section on a webpage, and all about cross-promotion.
Photos: add visual interest to your blog posting.
Widgets: third party pieces of software, which are embedded in your blog, and are little add-ons, like Flikr, which show your latest photos in your sidebar, polls, or ETSY, which allow you to show your latest products right on your blog.

What the heck is RSS?
Shane and Susannah both agree that RSS stands for Really Simple Syndication. RSS is code, written in a language called XML. Every time you update your blog, the RSS feed goes out, and lets all the search engines on the web know that you have a new posting. Also, if you read blogs using a program like Google Reader, it lets people who subscribe to your blog that there is a new posting. Shane recommends that everyone “go to Google Reader and sign up for an account and take the tutorial.”
Most blog software has an RSS feed built in, so once you activate your blog, you don’t need to worry about it again, it updates automatically.

How many times a week should I blog? What’s the magic number?
This is a controversial question. The more often you blog, the more often you will be indexed by the search engines, which drives up your profile. However, you also have to be able to be inspired enough, and be able to sustain, writing 3-4 blog posts per day, if that is what you want to do. That can lead to burn out, or some pretty lousy blog posts. Or worse, you can overwhelm your audience, and you may lose them completely. Shane and Susannah agree the magic number is “ a couple times a week.” Shane recommends, if you are thinking of starting a blog, to “do it once a day for an entire month, and if you can, then you will probably be a successful blogger. If you do it for a couple of days, and can’t maintain it, maybe you should think about another medium, like audio or video blogging.”

How do I garner a readership for my blog?
Here are some suggestions from Susannah and Shane:

• Make it searchable by search engines. Most blogging software will do this for you automatically, but you may also want to register your blog with sites like Technorati or Feedburner.
• Put your blog address in the signature line of all your outgoing email.
• Make a business card with the address on it.
• Put your blog address on anything that gets handed out.
• Let your friends and family know, send out a mass email, inviting people to read.
• Buy advertising, such as Google Ad Sense.
• Post comments on other people’s blogs, and include your blog address.
• Make your blog posts related to something that is current and newsworthy, be topical.

Final comments?
Susannah: “In general, try to think about who you’re blogging for, and what they’re interested in. Don’t get fixated on traffic numbers. You want an audience that is interested in you–you don’t need 5 million readers, just the 50 who are actually interested in you.”

Shane: “Blogging is writing. Read blogs, comment on blogs, get involved in the community. Get out and talk to people. Nothing spreads like word of mouth, it’s faster than the internet and any RSS feed.”

Special thanks to Shane Birley and Susanah Gardner. Blogging for Dummies, the Second Edition, is available widely in bookstores, and I highly recommend it as an informative, but easy read.

Special Thanks also to Dave “the sound guy” Rankin.

Rebecca Coleman

Rebecca is a contributing columnist and founder of Titania Productions, a Vancouver Marketing and Public Relations Company.