Make the most out of your time and blog more often

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, marketers, managers, journalists, general public.

One thing I’ve learned from years of blogging is that a blogging process saves time and headaches. My approach uses creative momentum at the beginning to blow through tasks that require linear thinking.

Above you’ll find a 6-minute video demonstration of exactly what I do, step-by-step, for each blog post:

Make an Outline – Assuming you’ve selected useful topic to write about, all you need at the beginning is a basic framework to support the copy. I use MindMiester to map out an outline.

Dictate Copy – I use the built in speech translator in my Macbook Pro to write copy. Begin with a brain dump, and then edit what you’ve written.

Edit the Copy – Eliminate as much copy as possible without eliminating your voice. Write like you speak, but keep it short and sweet.

Transfer the Copy – Copy the content from your plain text editor, and copy it in your blogging software. Most people use WordPress.

Tweak SEO – It’s my belief that when you write content that’s highly specific and useful to your audience, the SEO takes care of itself. That said, here are a few bonus tips on ranking higher in search.

Add Tags and Categories – Next, select the appropriate categories and tags for your blog post. Categories should represent the larger topics within your blog, and tags should represent specific elements that are within various categories.

Add Images – Images are honey, your readers are bees. They should trigger readers on an emotional level to stick around and read more.

Add links – Depending upon your goals, you might link to internal pages, or link to external pages. For example if you’re trying to promote an event, you might write a series of blog posts linking to the registration page.

Schedule the Post – Finally, schedule the blog post for a morning within the next day or two (bonus points if you know what time is best for your community).

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8 simple tips to leverage email for your blog

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, small businesses, general public.

So you’ve finally decided to start blogging for your nonprofit.

You’ve done the research about different blogging platforms, and had even outlined a strategy for topics that are based on what your supporters want and how people search for you on Google.

But you’ve got one small problem: Who’s going to write all of these blog posts?

This is a question most nonprofits have when starting a blog, so you’re not alone.

The good news is that, hidden within in the thousands of emails you’ve sent over the past few years, exists fodder rich in blogging nutrients.

Blogging fodder in your sent folder

If you go back to your blog strategy, you realize that your main objective for blogging is to answer the most common questions in ways that are very specific and useful. The more specific the question, the more useful the answer will be, which means more readers and higher rankings in search.

Chances are you’ve already answered these questions over and over and over again in email.

Here are eight steps to converting these emails into blog posts:

Select your fodder

1Find the emails that contain answers that would be useful to anyone, and not just the recipient. For example an email answering a question from a breast cancer patient about what to eat during chemotherapy.

Write the title

2Writing the title first helps you focus on the specific topic throughout the writing process. You’re not locked into it, but it gives you a starting point.

Carve out the leftovers

3You might realize that more than one blog post resides within a given email. If this is the case, simply save the rest of the email for another blog post.

Trim the fat

4Cut the flab. A good target is to cut down the word count down by 50 percent. You can do this.

Add subheadings

5For the most part, people scan the Web – they don’t read it. Make sure you break up your blog posts with subheadings every two paragraphs (as in this example).

Add an image

6I’ve done a lot of A/B testing around images at the top of blog posts, and have generally found that images help readers stick around longer. Find an image that captures the essence of your article and place it just under the title. They’ll also make your post more sharable.

Optimize your meta-tags

7A title tag is the main title of a webpage that search engines index. It’s visible in the title bar of a browser and in the headings of search engine results (as shown below).

Get another pair of eyes

8Have a friend or another staff member read your blog post and ask them what to cut or add. Time how long it takes for them to read your post.

Done beats perfect

At some point, you will need to hit the Publish button. Don’t go for perfect. Perfect never gets done. Instead get your blog post to about 70 percent of where you want it. In other words, get it to where it’s a little better than “good enough.” Then hit publish.

What do you think?

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A quick, helpful guide for nonprofits using WordPress

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, marketers, WordPress users.

One of the most common questions about writing an effective blog post is the proper use of categories and tags.

What exactly are categories and tags? What purpose should they serve for the reader? Should they each just be one word? How do tags and categories relate to each other? And what does all this mean for optimizing your site for search (SEO)?

Categories vs. tags

Categories are like the aisles in a grocery store and tags are like the ingredients in the various different foods. Chinese chili sauce is located only in the ethnic foods aisles, but garlic (an ingredient) is found in the chips aisle, the frozen dinners aisle, and the vegetable aisle.

Tags (ingredients) link together all of your posts (food items) across your categories (aisles).

According to WordPress, tags “make it easier for people to find your content. Tags are similar to, but more specific than, categories.”

Categories and tags also influence how your blog posts rank in search engines.

How to create effective WordPress tags

Examples of useful tags include “no-kill dog shelter,” “adoptable dogs” and “Australian cattle hounds.” Examples of bad tags include “dog,” “shelter” and “transportation.” The idea is to write tags that are highly specific and can stand on their own.

This way, your readers can find the content they’re looking for much more quickly. Plus, someone looking to adopt an Australian cattle hound will never type “dog” into a search engine.

There are at least three purposes that tags serve:

1. Put your readers before anything else. Ask yourself this: If someone clicked on your tag, will the tag archive be what they’re looking for?
2. Use existing tags first. To avoid redundant tags, use an existing tag before creating a new one. WordPress makes this easy with an auto-complete feature and a tag-cloud; both display tags you’re already written.
3. Make a regular habit of deleting tags that are redundant or too general. Search by topic in your tags panel and weed everything out until you have a few highly specific tags for that topic.

Three useful WordPress plug-ins for tags

If you do use WordPress, there are several plug-ins that can create powerful experiences for readers using tags. Configurable Tag Cloud and Opacity Tags are my personal favorites. If you need to delete unused tags, check out the Mass Delete Unused Tags plug-in.

How to create effective WordPress categories

A dog shelter blog I recently visited included the following categories in the sidebar: “Hairy,”,“Declawed,” “Thoughts.” The problem with these categories – and it’s a very common problem – is that they don’t help the reader.

There are at least three purposes that categories serve:

1. Categories help you communicate to readers what your blog is about. And if people can’t figure this out, they will quickly leave. Categories can be used to create a hierarchal navigation menu in your header or sidebar that quickly communicates the topics your blog covers.
2. Categories help you control where people click on your site. Don’t forget that the purpose of your website is to direct visitors down specific paths of action. You decide which categories to include in your navigation. You decide which categories to display on specific sidebars within your site.
3. Categories help you get found on Google. Google uses your categories to help index your website content. Google also looks at the topical relationship of all your categories as well, so the dog shelter mentioned about might move their “Thoughts” content to another blog.

Four things you can do now to improve your categories

1. Make them clear. Edit your categories so that they are broad enough to cover the larger topics you blog about, but specific enough so that people can know what they’re going to get when they click on the category page.
2. Consolidate categories. Through the process of renaming your categories, you will no doubt find useless categories. Remove the posts from these categories, put them somewhere else and delete these useless categories.
3. Clean your slugs. Slugs are the simple URL structure associated with the category. Remove words like “a” and “the. This will help improve the URL structure for search engines. There are also plug-ins to help clean up your slugs.
4. Start another blog. If you find yourself writing blog posts about topics unrelated to your website, consider starting a different blog, perhaps one just for your personal take on things. Again, your readers and Google look for the prevailing themes of your blog when deciding to subscribe or rank. If there’s not a cohesive theme, you’re in trouble.

Optimizing categories and tags on your site is a lot of work, but the enhanced search rankings and enhanced reader experience are well worth the toil.

How are you using categories and tags?

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Be clear, optimize and analyze for great impact

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, marketers, Facebook users.
When you think about calls to action on your website, you typically think about landing pages. For example, your donation page or your email sign-up form.

But how often do you think about the calls to action in the blog posts you’re publishing each week?

Before we get into the nitty gritty, let’s get one thing straight:

The chief purpose for your website is to encourage people to act. Whether it’s making a donation, joining your email list, signing a petition, or changing a habit, the purpose of your website is to encourage actions.

Here are six simple ways to improve the calls to actions in your blog posts:

Be clear about your objective

1What do you want your reader to do? Do you want them to subscribe to your email list? Share a petition with their friends? And what’s the most likely action they’ll take? The more clear you are about what you want them to do, the better.

Know the difference between an FYI and a CTA

Photo by Sean MacEntee via Creative Commons

2There are two reasons for linking text in your blog post. You either want to provide more information about the particular idea, or you want them to take action.

When you’re simply providing information, links help keep your blog posts short and concise by linking to additional information instead of including it in the blog post. For example, rather than explaining what anchor text is, I can simply link to a definition. I don’t need to make a big deal about calling your attention to that information; I can just provide a link within the text.

Call-to-action links lead the reader to the place where you want them to take action. This is where you do want to make a big deal. Make a point of explicitly calling out the desired action. For example, “Click here to sign the petition.”

Optimize how you target links

3Links open in one of two ways:

• Within the same browser window (_self or not including any “target”)
• Within a new browser window or tab (_blank)

Generally speaking, you want calls to action to open within the same window. This way, you send the reader down the path you want them to take. If they click on a call-to-action link, you want them to keep going, with no other options.

Include calls to action at the end of blog posts

4People are more likely to take an action if they’ve received some value in advance. If you ask them to sign a petition at the beginning of your blog post, you’re asking them to make a leap of faith. But if you build an argument for the cause first, the petition will makes sense as a natural next step.

Embed forms directly into blog posts

5Another approach is to include a Web form or widget directly in the blog post. This removes the potential hurdles of clicking through a link to a new Web page.

Use Google Analytics

6Finally, make a point of measuring what works for your audience. You can do this by creating goals in Google Analytics. Each time someone completes a goal, a conversion is logged in your Google Analytics account, allowing you to compare different call-to-action methods.

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The Christmas/New Year break is always a good time to reflect, and look back (and forward) on what’s been achieved (and what remains to be achieved). It’s also a good time for renewal. Perhaps that’s why the end of the year/the start of the next brings up so many anniversaries for me.

So, “Ten from twenty-ten” is a look back – through the lens of ten of my favourite blog posts from 2010 – at some of what I see as the bigger challenges and issues in social mobile today.

Click here to download the document (PDF, 3.8 Mb). Feel free to distribute, republish, discuss, disagree or share – should you feel inclined.

Happy reading, and happy new year!

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To prepare for this session, I asked colleagues in the US to share their collective wisdom so we could see the US perspective. In addition, during a roundtable on social media at the conference, I was fortunate to meet social media experts in India (@nirav, @amnigos, @pranavbhasin, @paritoshsharma and @avinashraghava), who shared some examples.

For social media to have full impact, it needs to scale within an organization. Your organization’s social media strategy should be not implemented by one lonely intern sitting in the corner of your communications and marketing department.

You may be wondering if that means that your executive director and CEO needs to write a blog or have their own Twitter account to share their wisdom. I think it depends.

There are definitely some benefits to having your executive director or CEO being present on social media channels. They can provide a human face to your organization’s work, a unique viewpoint, and serve as a thought leader in your field. And if your organization finds itself in the middle of groundswell or if there is a major news event or a public relations crisis happens and it is being discussed on Twitter or other social media spaces, your CEO can join it without having to get up to speed.

But it is also important to understand that there are challenges to be overcome as well. These includes investing the time to make it successful because a CEO presence on social media is nothing that should be “ghost” written. It has to be authentic and reflect the CEO’s personality. There is also the issue of comfort – both with the technology and being transparent.

Here are some good examples of CEOs’ and executive directors’ use of social media in the US social sector:

Holly Ross is the executive director of NTEN, the nonprofit technology network in the US. She uses Twitter to share what’s going on at NTEN, announce new initiatives, and have conversations with NTEN members. She often uses Twitter to get ideas and feedback on NTEN’s various programs. Checking her Twitter stream and sharing some tweets probably takes her 15 to 20 minutes a day and is part of daily routine.

Holly also shares more of her in-depth thinking about the nonprofit technology field on NTEN’s blog. It is not a “CEO” blog where she writes daily, but a blog that includes the voices of NTEN staff and members. This is a good option for CEO’s who don’t have the time or bandwidth to write a whole blog along, but still want to be present in the blogosphere.

Holly’s Twitter account is her personal but it is clearly branded as NTEN. Even the user name, “ntenhross” incorporates her organization’s brand. This is a good example of a “Blended profile.”

Scott Harrison is the CEO of charity:water. charity:water has a huge Twitter following of over 1 million fans and supporters and has a great deal of expertise using social media to leverage fundraising and raise awareness of their work. The Twestival and Charity Water’s house social network are stellar examples. As CEO of charity:water, Scott is often visiting charity:water projects all over the work. Through his twitter account, he is able to easily first-hand reports and photos of the organization’s work. He is using Twitter for donor accountability. Scott uses his personal account to Tweet which is separate from the charity:water organizational account.

There are a couple of corporate Foundations where we have good examples of CEO’s using social media effectively – in this case Twitter.

Steve Case is the co-founder of AOL and now chairman of The Case Foundation and of Revolution (investor in Revolution Money, Exclusive Resorts, Miraval, Zipcar, Waterfront, etc). His Twitter stream is where he shares what he reading about philanthropy and technology but also his travels to different social sector and technology conferences. You can regularly see him discussing issues on Twitter with other thought leaders and journalists. His Twitter account is his personal account, but he identifies himself with his foundation and businesses.

Reeta Roy, president and CEO of the MasterCard Foundation, is sending tweets from her site visit to Uganda and Kenya. As background, the mandate of the $2 billion foundation is to enable people living in poverty to improve their lives by expanding their access to microfinance and education. Reeta is currently in Uganda, where she’s learning first-hand about the Foundation’s partnerships and programs. While the account is the foundation’s branded Twitter account, she is using it for a project to report on their work in the field.

This is an example of a good idea of how to get your CEO started tweeting. Have them tweet from the organizational branded account for a specific project. This will help learn the work flow, have more comfort, and see first hand if the social media presence provides a benefit for the organization’s work.

At a roundtable, I had to chance to discuss this question with social media experts from India. They pointed out a couple of examples and I hope to learn more later today.

Anand Mahindra is the vice chairman and managing director of Mahindra Group, a large corporation in India. He tweets about many different things, from his company to his family and travels.

Mahindra interacts with customers addressing their questions and complaints. Take a look at his Twitter stream and you will see personal insights, news about his companies, and insights about social media.

Mahesh Murthy is founder and CEO of Pinstorm, a digital marketing firm. He also writes a column for the Wall Street Journal.

Murthy uses Twitter to share information about company, connect with people, and to research for writing his blog posts or encourage conversations in the comments of his blog.

When should your chief exec say no to social media?

Of course, using social media may not be for every CEO or executive director. If they can’t sustain their presence on Twitter or a blog, they should stay away. This isn’t to say that they can’t have an assistant who might do some of the scanning and flag items to respond to, but if a CEO starts engaging with people on social media channels and then there is silence – that is not a good thing.

It is also important that executives don’t just tweet or blog for the sake of doing it. They should must have someting to day that is of value or use it for relationship building. Finally, if the CEO cannot take public criticism or wants to have control over what followers or commenters say, then they shouldn’t use it and delegate the role someone else in the company or organization.

Tips for executives using social media

1. Listen first: Before jumping in, it is useful to do some listening first. Are there other organizations or businesses in your sector where CEOs or executive directors are using social media? Find those and review how they are using it.

2. Safe place to practice: It is a good idea to do a little bit of coaching with your executive to show her how Twitter works and to avoid too much “public learning.” Some organizations use software like Yammer, which is akin to an internal Twitter for companies or organizations, to practice before setting up on Twitter.

3. Get past information overload: It is important to let busy CEOs know that they don’t have to be on Twitter 24 hours a day, 7 days a week. This is also a good idea because the thought of opening up another communications channel might be overwhelming for a CEO is already concerned about email and information overload. Help them learn a quick and efficient way to use Twitter.

4. Pick a small project first: Before launching a CEO blog or CEO Twitter account, it might make sense for the CEO to start off using the organization’s branded account or blog, particularly if she is not very comfortable with the tools or plan to devote a small amount of time.

5. Share unique insights from the executive suite: CEOs have perspectives that others in the organization may not. Whether using Twitter or writing blog posts, they should share their thought leadership, know how, and vision with their fans and followers. A good way to do this is share what they are reading and learning.

6. Let them be themselves: CEOs and executive directors who are using social media, above all, just need to be themselves and let their personality shine through.

Resources

• 8 Nonprofit CEOs Who Tweet by Beth Kanter

• Foundations That Tweet – Different Patterns by Beth Kanter

• CEOs Take To Twitter from Business Week

• The CEO’s Secret Handbook from Money Magazine

• CEOs Are Social Media Slackers from Wired Magazine

• First CEO to Tweet Resignation from New York Times

• The CEOs of Social Media from India Leadership Forum

• The Many Challenges of a CEO Blog from Jeremiah Owyang

• CEOs Must Use Social Media from Community Organizer 2.0

• If Chris Brogan was CEO of An Airline and Used Social Media

• CEOs Who Tweet

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Welcome to the 31 Day Challenge To Optimize Your Blog With Social Media. Today guest contributor Grant Griffiths offers tips on how to optimize your blog’s RSS and email subscriptions.

Guest post by Grant Griffiths
Blog For Profit

The people who subscribe to our blogs are, more likely than not, regular readers who visit us whenever we post new content. Our subscribers feel we are trustworthy enough that they feel we have built a relationship with them. And they come to trust us to the point they may actually buy something from us. Either our products or services.

A lot of what we are going to talk about here will also apply across different areas we should focus on when we are building our blog. One of the key considerations to think about when you are trying to build up subscribers on your blog is the relationship you should be building. And you need to remember you want your readers to come to trust you as a valuable and reliable source of information. A source of information that is fed to them in a form and fashion they can use and understand. And a source of information that is up-to-date and relevant.

Here are six actions you can take to optimize subscriptions to your blog:

1Design – You have seen them, the default template provided by WordPress or Typepad. Or those Blogger blogs that all look alike too. If you are serious about building an audience of regular readers on your blog, you have to have more than a default template. Spend some time looking into some of the great free or premium WordPress frameworks and themes available.

Design does matter. People tend to be shallow and want things to look nice. And this same factor even applies to whether they may or may not subscribe to your blog. Consider: When we are standing at the magazine rack at our favorite book store, we always look at the cover design of the magazine. Admit it: If the magazine doesn’t look nice, we tend to not pick it up to read. The same applies to blogs. If the blog is not attractive to look at or easy on the eyes, we tend to not come back. And we darn sure don’t subscribe.

I know the argument against this premise. “Don’t most blogs get read in an RSS reader or email?” Not all of them do and even so, our design still needs to be appealing to the eye. Getting people to come back time and time again certainly does depend on how are blog looks and feels to them. And those people who come back will someday become our regular readers and subscribers.

2Make it easy – Make it simple for your readers to subscribe to your blog. In other words, provide a clear and very visible way for your visitors to subscribe to your blog.

You want your visitors to turn into readers. Accomplishing this is quite easy. If your blogging platform does not have this built in, go to Feedburner and burn your feed and get the buttons and email sign-ups. Put them in the top right hand corner of your blog, as close to the top as you can. Subscribing is one of those call to actions we want our visitors and readers to do. And it is recommended by experts in Internet marketing — calls to action should be top right.

3Take it one step further – Don’t just throw up the subscription options for your readers. Do a post or two or three explaining what RSS is and why it is important. Give your readers a tutorial on how to use it too. One of the reasons RSS has not caught on in the general public is simply because we as bloggers have failed to convince them or educate them about RSS.

The other question many have been asking lately is whether those reading our blogs are subscribing with RSS to a reader or via email. If I had my preference, I would want all of my readers to subscribe via email. Why? They are added to our newsletter list and they get our updates that way. too. For the most part, people who don’t blog themselves are subscribing via email as they understand what it is and know how to use it. Make sure you give them both options as a means to subscribe to your blog. That way you optimize the chances of them subscribing.

4Give them content – But don’t just give them any old content. If you want readers and even better, repeat readers who subscribe, give them regular content. Content that is up-to-date and relevant to your blog’s audience. And just as important, post to your blog on a regular and consistent basis.

If you subscribed to a newspaper that promised to publish two times a week and started out that way, but failed to continue this practice, would you maintain your subscription, most likely not. Blog subscribers are the same. People tend to subscribe to blogs that post on a regular, consistent basis. You need to do the same. I am not saying you need to post daily. It would be best if we all could. What you need to do is pick a regular schedule and stick to it. Being consistent in your postings is important to continued success and building your audience.

5Go out and bring readers in – You have to be a proactive blogger, too. In other words, go out and find readers. Go to where the readers of your blog might be and promote your blog.

One of the best places I have found to bring readers into my own blog is social media. Consider tools like Twitter, Facebook and even LinkedIn. There are tools and ways to send out all your new blog post to each of the social media tools I just mentioned.

Every time I write a new blog post, it is sent to Twitter and Facebook. In return, I get visitors to my blog who in turn may or may not subscribe to my blog. However, the key to doing this is it gives you a chance of gaining a new reader and maybe new subscribers you may have not had before. You have to promote, promote and promote some more.

Here are some other ways you can promote your blog to bring in readers and subscribers:

• Email
• Newsletter
• Guest postings
• Linking to other blogs in your own post
• Call in favors
• Commenting on other blogs

6Offer them something for subscribing – Providing an incentive for our readers to subscribe to our blogs is neither shady nor deceptive at all. If you will consider for a moment how many times we are offered inducements to either sign up for something or buy something, you will see it is not new and it is accepted by the public in general. In fact, it has become so common, many people come to expect it and almost demand it before they are willing to sign up for anything. This is where you can use a white paper report you have written or a short ebook as an offer for people to subscribe to your blog. And you can give it to them for either subscribing via RSS feed or email.

As you can see, most if not all of the actions we are suggesting will help you with more than just optimizing your RSS and email subscriptions. If you will make the actions above a regular part of your blogging, you will not only increase your subscribers, you will grow a loyal readership.

If you don’t want to miss out on the 31 Day Challenge To Optimize Your Blog With Social Media, please sign up.

Cross-posted from JohnHaydon.com.

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Giving international bloggers a global voice from JD Lasica on Vimeo.

International bloggers network offers alternative perspectives on events around the world

Since 2005, the international bloggers network Global Voices has been one of the shining success stories in citizen media: a community of more than 200 bloggers around the world who offer perspectives frequently not heard in the traditional media.

Founded by former CNN Beijing and Tokyo Bureau Chief Rebecca MacKinnon and technologist and Africa expert Ethan Zuckerman while they were both fellows at the Berkman Center for Internet and Society at Harvard University (both are friends), the nonprofit organization with no physical offices offers reports and translations from blogs and citizen media everywhere.

I caught up with Rebecca several months ago to get an overview of the organization’s efforts. Global Voices’ importance and reach have grown even more pronounced during 2009 with the street demonstrations in Iran. Regular followers of Global Voices have been able to get a first-hand glimpse of events in all corners of the globe, from Africa and Southeast Asia to Oceana and South America. See their Special Coverage section and Top 10 video posts of 2009.

Rebecca, who also teaches journalism at the University of Hong Kong, describes Global Voices as a site where the editors curate the best of what bloggers are saying outside the Western blogosphere. “Where are the most interesting Middle Eastern and African bloggers and what are they talking about? What are Chinese bloggers saying?” The site’s bottom-line goal is to curate the most interesting conversations that will give you a different perspective on what’s happening around the world.

She also describes the goals of two Global Voices projects:

• Rising Voices: “One of the problems with blogs around the world is that bloggers tend to be the elites in many societies,” she says. So, with help from the Knight Foundation, they set up Rising Voices to give small grants to citizens groups around the world in disadvantaged communities to help people create citizen media, particularly blogs and videoblogs.

• Global Voices Advocacy: One problem is that when bloggers around the world start to speak out, some repressive governments have blocked sites and domain and put people in jail for blogging. The Advocacy arm of Global Voices advocates for the rights and interests of those bloggers.

Global Voices content is now translated by grassroots supporters into more than 15 languages.

Looking down the road, Rebecca says Global Voices is continuing to look at professional-amateur journalism partnerships. “How do we help professional journalists connect better with this global convnersation that’s taking place? How can they collaborate with bloggers to get stories out that aren’t getting reported?”

You should add a Global Voices RSS feed to your news reader — it’s a project that’s giving voice to people in some of the most disadvantaged spots on the globe.

Related

• My interview with Global Voices’ other co-founder, Ethan Zuckerman (2007)

• Check out the Kiva Fellows blog: Stories from the field

• Global Voices Online: Finding alternative revenue streams as a non-profit org (blogs.journalism.co.uk)

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