blogging at the heart of your content strategy
DESCRIPTION
From an IABC Austin luncheon. Description: "...hear the expert analysis of Bazaarvoice Manager of Content & Social Strategy, Ian Greenleigh. He will help us explore the subject, as well as answer your questions...Blogging isn’t just for individuals. Some of the most popular blogs are commercial and utilize their reach to promote their products and business. Blogging has emerged as one of the best marketing tools on the web. From the ease of creating to the convenience of interacting with potential customers and clients, blogging has given a new way for the marketers to do what they do – Promote! There are hundreds of thousands of blogs created every day. Most of them die, but some succeed. Knowing how to set your blog up for success, and how to maximize marketing opportunities through your blog, can prove to be one of the best marketing tools in your tool box. Ian will discuss how you can use your blog to effectively drive awareness, consideration and even conversion. He’ll also share tips for developing an effective blogging and blogger outreach strategy."TRANSCRIPT
Blogging at the heart of your content strategy
Ian Greenleigh @be3d
bazaarvoice.com/blog
socialsidedoor.com
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Right now…
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Remember this:
The best company blogs don’t know they’re company blogs.
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Trust and utility
91% 53%
88%1. http://www.emarketer.com/Article.aspx?R=10087902. http://www.ketchum.com/files/
BlogHer_2011_Social_Media_Matters_Study.pdf
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You decide what success looks like
Coverage SERPs Subscribers
Shares Authority Thought leadershi
p
Conversion Sales Awarenes
s
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How most companies blog
“Let’s talk about me.” -Kim Kardashian (and most companies)
Me
PR
Products
Wins
Salespitches
Awards
Event promos
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Most companies ask
“How can we create a great company blog?”
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They should be asking
“How can we become indispensable by blogging?”
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What the best blogs look like
Audience
?
?
??
?
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What’s working?
Useful, actionable
content
Explanatory
Current + desired
audience
Emotional connectio
ns
3D (being human)
Ego capital Frequency Focus
Contextual CTAs Curation Mixed
mediaViewpoint diversity
Unique insight Opinions
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Beware measurement myopia
The man purse mystery…
Flickr photo credit: kakachu
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The 99 Percent (Behance)
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HubSpot Blog
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The Daily SEO Blog (SEOmoz)
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Glassdoor blog
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The Cleanest Line (Patagonia)
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Leads’ Blog (Fiskars)
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Adventures in Organization (Rubbermaid)
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Deep dive: ego capital
Anything that makes us feel good about ourselves, look
better to others
Interviews Quotes Links Lists Coverag
e
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Ego capital examples
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Deep dive: curation
Using external content to explore themes and tell
stories
People Media Ideas
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Curation examples
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Thank you.