6 ways to grow your business through blogging
TRANSCRIPT
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6 WAYS TO GROW YOUR BUSINESS THROUGH BLOGGING
Zontee Hou for
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ABOUT ZONTEE HOU• Strategist at top consulting
firm Convince & Convert• Founder of her own firm,
Media Volery, in New York City
• Adjunct professor of communications at the City College of New York
• Current clients range from Allstate Insurance to Indiana University
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PROVIDE RESEARCH RESOURCES• 84% of shoppers said
ZMOT shapes their decisions
• Customers need 10.4 sources before making a purchase decision
Source: Think with Google, 2011
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BUILD TRUST
• 67% of people trust technical experts
• 52% of people trust employees
• 49% of people trust a CEO• 61% of people trust
businesses versus 56% who trust the media
Source: Edelman Trust Barometer 2016
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RETAIN CUSTOMERS• 80% of your company’s
future earnings will come from just 20% of your existing customers (Gartner Research)
• 5% increase in retention can increase a company’s profitability by 75%
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CASE STUDIES 6 examples from real businesses
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CONTENT MARKETING• Provide save-worthy
information• Content hub• Resources for your
audience• Round-up
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THOUGHT LEADERSHIP• Create consider-
worthy content• Trustworthiness• Expertise• Point of view
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DIGITAL EVENTS• Create participation-
worthy happenings• Build community among
far-flung customers• Promote action around a
specific product/service
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CUSTOMER SUPPORT• Facilitate repeat-
purchase-worthy experiences
• Provide trustworthy DIY advice
• Show you have customers’ best interests at heart
• Build loyalty
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COMMUNITY BUILDING• Create connect-
worthy opportunities• Engage influencers• Activate advocates• Highlight community
members
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SEO
• Answer search-worthy questions
• Anticipate topics that matter to your audience/customers
• Speak in your customers’ language
• Showcase local expertise
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BEST PRACTICES & RESOURCES Tools, tips, and more.
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EDITORIAL CALENDAR• Keep track of content
ideas by: • Theme• Vertical/product category• Target audience• Author/expert
• http://bit.ly/SCOREedcal
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FORMAT FOR EASY READING• Include multimedia:
• Photos/slideshows• Embedded
videos/Slideshare presentations
• Audio clips/podcasts• Break up the text:
• Subheadlines (H2, H3)• Bullet-points• Pull-quotes
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CROSS-PROMOTE• Email
newsletter/subscription• Social media• Employees/associates• Voicemail/hold message
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TOOLS
• Wordpress, Rainmaker, Medium
• Atomic Reach• CoSchedule• Wordpress SEO by YOAST• Google Analytics
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LET’S CONNECT• Twitter: @zontee_hou• LinkedIn: linkedin.com/in/
zonteehou• Website & email
newsletter: ConvinceandConvert.comMediaVolery.com