Making words count: using blogging to develop your brand (4 session workshop X 3 hours)

This workshop runs for 4 sessions of 3 hours each. Students are expected to attend all sessions. The registration fee covers all 4 sessions. Workshop dates are:

  • Monday April 16, 7:00-10:00 PM 
  • Monday April 23, 7:00-10:00 PM
  • Monday April 30, 7:00-10:00 PM
  • Monday May 7, 7:00-10:00 PM


Whether you have an up-and-running website or are only active on a few social media
accounts, you are – like it or not – already feeding the “content monster”. There are,
however, ways to make things work to your advantage. In this workshop, you’ll learn
how to use blogging to reach and engage with the people who should know about
you. You will learn about the basics of content marketing (such as message, audience
and timing), understand the specifics of writing for the web (article structure, SEO),
and get acquainted with the best practices in content marketing for your personal
brand. At the end of the 6 weeks, you will have published a relevant, optimized blog
post on a web platform of your choice (LinkedIn Pulse, Medium or your own website).
Note: Participants don’t need to have a blog or a website to participate. We will be
using LinkedIn Pulse and/or Medium. A portion of the work needs to be done at home
week after week.


OBJECTIVE
Learn the basic principles of how to write a good article for the web (blog) and how to
use online publishing platforms to grow your brand.

FACILITATOR
Tatiana St-Louis, founder of Aime Ta Marque and Communications Advisor for
Concordia University, tatiana@aimetamarque.com

SYLLABUS
WEEK 1: Why blog?
• Why blogging is still relevant in 2018
• Let’s talk about personal branding
• ACTIVITY 1
• Content marketing 101
• Defining your objectives
• Choosing your channels wisely
• ACTIVITY 2
• HOMEWORK

WEEK 2: Understanding your reader
• LET’S SHARE
• What are your audiences (examples)
• Defining your persona
• What’s their pain point? And how to find out…
• ACTIVITY 1
• Readers first (outside-in approach)
• The editorial chart
• ACTIVITY 2
• HOMEWORK

WEEK 3: Writing for the web
• LET’S SHARE
• Behaviours of a web reader
• Good and bad examples of online articles
• Finding your angle
• ACTIVITY 1
• The most efficient structure for an online article
• ACTIVITY 2
• HOMEWORK

WEEK 4: Good practices in blogging
• LET’S SHARE
• The web, an interactive medium
• Grammar and style
• Titles and subtitles
• How to use images properly (and legally)
• Let’s talk SEO (Search Engine Optimization)

• How it works, why it matters

• Readers over robots
• Optimizing your article for search engines
• Hitting ‘Publish’

• What to do after you hit publish
• Engage with your community
• Understand your metrics
• Should you diversify your platforms or keep only one?
• Don’t stop there! Build a content strategy