1. Online Writing Practices Mark Bloom Ray Access Asheville WordCamp 2015 © 2015 Ray Access

2. Hello, WordCamp! Mark H. Bloom Ray Access RayAccess.com Has worked with words professionally since 1989. Knows what “rhetoric” means. Believes in the power of editing. Hoards commas.

3. What you may learn today… if you can stay awake. 1.On purpose 2.On writing Language, headings, formatting 3.On keywords Phrase, frequency, placement 4.On plug-ins and publicity ASHEVILLE WORDCAMP 2015 © 2015 Ray Access

4. On Asheville WordCamp 2015 © 2015 Ray Access

5. ASHEVILLE WORDCAMP 2015 What do you hope to accomplish with your blog? To entertain To inform To persuade To share To educate To sell, sell sell! © 2015 Ray Access

6. Who is your audience? First question to ask yourself: © 2015 Ray Access

8. Why should they read your words? Next question to ask yourself: © 2015 Ray Access

9. WIIFM? “What’s in it for me?” © 2015 Ray Access

10. On Asheville WordCamp 2015 © 2015 Ray Access

11. ASHEVILLE WORDCAMP 2015 Writing involves language. Blogging involves rhetoric. Write to engage. Write for your target audience. Write interesting things. Write from your personality. Write short; write long. Don’t write to sell, unless… © 2015 Ray Access

12. ASHEVILLE WORDCAMP 2015 Writing tips Tips, lists, and how-to’s. Write for scanning, not reading. Don’t babble; be concise. Write like you speak; be direct. Use “I,” “we,” and “you.” Give real-world examples. Include a call to action! © 2015 Ray Access

13. Compelling title Sub-heading Great opening Short paragraphs Graphical elements Easy to scan? Yes! Bolded phrases

14. On Asheville WordCamp 2015 © 2015 Ray Access

15. ASHEVILLE WORDCAMP 2015 How you use keywords make all the difference in your blog. Picking the right keyword Short-tail vs. long-tail High vs. low competition Interest vs. advantage Blogs can explore new ground for your business… and attract a new audience. © 2015 Ray Access

16. Picking the right keyword and the almost right keyword, to paraphrase Mark Twain, is MORE than the difference between lightning and a lightning bug.

17. Bad keywords… and better keywords Writing Writing for the web Blogging Business blogging Blogging for business success Networking Networking in Asheville Networking at Asheville events Networking at WordCamp Networking at WordCamp 2015 Use specific keywords that your target audience will search for.

18. ASHEVILLE WORDCAMP 2015 Optimum keyword frequency has changed over the years. No more “keyword-stuffing” Use keywords naturally. They should be invisible. Accepted industry practice is to use your keyword phrase in only 1% of your blog. That’s 5 times in 500 words. © 2015 Ray Access

19. Where should you place them? What’s the key keyword issue? © 2015 Ray Access

20. ASHEVILLE WORDCAMP 2015 Optimum keyword placement within your blog post 1.In the title or subtitle 2.In the first sentence or at least in the first paragraph 3.As part of a sub-heading 4.In the last sentence or paragraph 5.Scattered throughout for the rest 6.In your meta description 7.In the URL © 2015 Ray Access

21. On Asheville WordCamp 2015 and publicity © 2015 Ray Access

22. ASHEVILLE WORDCAMP 2015 If you build it and write it… no one will care. You must publicize your blog. Gaining an audience is hard. Find your audience. Use social media channels. Guest blog. Create and use links. © 2015 Ray Access

23. Seek out your audience wherever they are online.

24. Social, SNAP, Jetpack WordPress plug-ins that publish your blog content automatically to social media.

25. Post links to LinkedIn groups. Don’t forget other social media © 2015 Ray Access

26. The advantages of guest blogging 1.Building relationships 2.Gaining wider visibility 3.Sharing your knowledge 4.Cross-pollinating ideas 5.Linking back to your site 6.Showing your authority in the subject matter ASHEVILLE WORDCAMP 2015 © 2015 Ray Access

27. THANK YOU! Asheville WordCamp 2015 Mark Bloom Ray Access © 2015 Ray Access

28. Download this presentation: http://rayaccess.com/wp-content/uploads/RayAccessWordCamp2015.ppsx Questions? Contact me at mark@rayaccess.com