a unique business blogging strategy
DESCRIPTION
A unique perspective on the corporate blog as presented at the Digital Marketing Strategies Conference in Las Vegas by Christine Rochelle, VP Operations of PCG Digital Marketing.TRANSCRIPT
Christine RochelleVP OperationsPCG Digital Marketing
WORKSHOP GOALS
• Blogging for a business brand• Writing for an audience• Share your voice online• Additional linking strategies
WHERE IS YOUR MESSAGE GOING?
• 86% of people skip TV commercials
• 44% of direct mail is never opened
• 91% of email users have opt out of emails they subscribed to
• 200 million Americans are on FTC’s “Do Not Call” list
• Nearly 54% of people looking for information do not go to the Yellow Pages
WHERE IS YOUR MESSAGE GOING?
• 67% of B2C companies have acquired a customer through Facebook
• 2/3 of marketers say their company blog is “critical” to their business
• 57% of businesses have acquired a customer through their blog
• The average budget spent on company blogs & social media has doubled
• 83% of marketers believe Facebook is “critical” to their business
BLOGGING FOR YOUR BUSINESS
BLOGGING IS IMPORTANT…
‘CAUSE THEY SAID SO.
GET STARTED
Define your brand.-How should readers define your business?
Research competitors’ blogs.-What is their brand?-How are they engaging with readers?
Audit your current content.-Website-Videos, Social Media
Write down your goals. -What will blogging achieve for you? -What is your timeline for success?
KNOW YOUR AUDIENCE
What do your readers need most?What are the biggest problems they are looking to solve?What information are they searching for?What trends are influencing your business or success?*
*Hubspot.com
CREATE YOUR ROADMAP
Pick your platform-Wordpress-Blogger-SquareSpace
Identify your sharing networks and other content tools-Slideshare – share PDFs like brochures-YouTube – videos-Twitter-Facebook-Pinterest – photos & videos
Editorial Calendar
Contributors and Editors
Posting dates
Topics covered
Call to actions
Schedule time for engagement
CREATE YOUR ROADMAP
CREATE YOUR ROADMAP
Industry buzz
Local news
Staff chatter
Social conversations
Content library*
BLOGGING TOPICS
SHARE YOUR VOICE
Twitter is more effective in generating views on your blog, especially for news about your business.*
Average views:
Twitter: 2.2 views
LinkedIn: 2 views
Facebook: 1.7 views
*MediaBistro
SHARE YOUR VOICE
Add a photo: 14% increase in engagement
Add a video: double your engagement
Add photo, video & audio: 3.5x the engagement
SHARE & LINK
SHARE & LINK
SHARE & LINK
SHARE & LINK
Mandate a disclosure policy that complies with the law
Make sure people who work for you or with you know what the rules are
Monitor what they’re doing on your behalf
FINAL THOUGHTS
Create your blogging roadmap
Know your audience
Be consistent
Share smart
Use creative link strategies
Be yourself, show personality, and have fun!
