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  1. 1. Blogging for Business Presented by Jim Robinson Founder & President, ClickSeedJanuary 10, 2014
  2. 2. Blogs Will Change Your BusinessSource: http://www.businessweek.com/stories/2005-05-01/cover-image-blogs-willchange-your-business 2@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  3. 3. Blogs Will Change Your BusinessMay, 2005!Source: http://www.businessweek.com/stories/2005-05-01/cover-image-blogs-willchange-your-business 3@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  4. 4. Why Your Business Needs a Blog
  5. 5. 1. Youll Build Trust and Brand Affinity81%trust blogs60%feel more positiveSources: http://www.blogher.com/women-and-social-media-2012 http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ 5@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  6. 6. 2. Youll Generate More Traffic97%more inbound links55%more trafficSources: http://cdn2.hubspot.net/hub/53/file-13213536-pdf/docs/resellers/reports/state_of_inbound_marketing.pdf http://cdn1.hubspot.com/hub/53/introduction_to_business_blogging.pdf6@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  7. 7. 3. Youll Generate More Leads88%more B2C leads67%more B2B leadsSources: http://www.myprconnection.com/blog/prsa/22-blogging-facts-that-will-blow-your-mind/ http://www.insideview.com/social-selling 7@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  8. 8. The Opportunity is Still There40%have a blog43%dont update their blogSource: http://cdn1.hubspot.com/hub/53/introduction_to_business_blogging.pdf https://home.passle.net/wp-content/uploads/2013/08/The-State-of-Business-Blogging-2013.pdf8@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  9. 9. So Whats a Blog, Exactly?
  10. 10. This is Definitely a Blog(a good one!) Regularly updated series of entries in reverse chronological order commenting areaSource: http://www.hipasiwannabe.com/10@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  11. 11. Then this is a blog too, right? regularly updated. series of entries in reverse chronological order commenting areaCall it whatever you want!11@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  12. 12. Before You Start Blogging
  13. 13. Define Goals & Measurable Metrics MetricsGoalsSource: http://contentmarketinginstitute.com/2013/10/2014-b2cconsumer-content-marketing/ 13@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  14. 14. Define Audience PersonasSource: http://blog.kissmetrics.com/user-personas-for-seo/14@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  15. 15. Develop a Keyword Universe15@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  16. 16. Create an Editorial CalendarSource: http://snapcreativity.com/how-to-create-an-editorial-calendar/16@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  17. 17. Blogging Tactics
  18. 18. Anticipate Need States & Interests I skate to where the puck is going to be, not where it has been. - Wayne GretzkyPhoto: http://en.wikipedia.org/wiki/File:Wgretz_edit2.jpg18@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  19. 19. Frequency MattersYou blog as often as you want people to pay attention to you. - Josh Hallet | Director, Voce Connect19@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  20. 20. The Perfect Headline 1. Irresistibly clickable 2. Clear and direct 3. Optimized for searchPhoto: Peter Rukavina - http://www.flickr.com/photos/reinvented/3150724610/ 20@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  21. 21. Keep Paragraphs ShortPhoto: http://www.denisefay.com/2010/10/08/day-8-the-art-of-paragraph-writing/ 21@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  22. 22. Always Use Images94% 22@ClickSeedmore views for posts with images Source: http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-includeimages-in-your-marketing-infographic/ 2013 ClickSeed LLC | http://www.clickseed.com/
  23. 23. Inbound Links Are Critical Get them from: Guest Posting Link & Ego Bait Social Channels Niche directories Outreach Relationships!23@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  24. 24. Get Rid of Low Value Links Not good for SEO negligible UX value use editorially placed links instead Image credit: http://www.wordtracker.com/blog/optimize-your-wordpress-navigation24@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  25. 25. Integrate Into Your Website host blog on your domain surface headlines contextually Photo credit: http://www.flickr.com/photos/brynnita/8693538344/25@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  26. 26. The Money is in the ListEmail subscribers are more engaged and 3.9 times more likely to share your content.Source on sharing frequency: http://www.quicksprout.com/2013/02/11/bare-minimum-content-marketing-3-thingsyou-have-to-do/ 26@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  27. 27. Google+ Authorship Markup40% increase in CTR27@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  28. 28. Develop an Engaged Network Be helpful, solve problems Not a push channel! Curate content from trusted industry influencers. Robert Cialdinis first principle of influence: Reciprocation The implication is you have to go first. Give something: give information, give free samples, give a positive experience to people and they will want to give you something in return.Image: http://ramansinghmukkar.wordpress.com/2012/11/08/how-adopting-twitter-haschallenged-my-technophobic-lifestyle/ 28@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  29. 29. Market Your MarketingIf you build it, they wont just come. You must promote it. 29@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  30. 30. Repackage Contentinto multiple channel-specific formats. think video, webinars, graphics, podcasts, etc. Photo: http://www.flickr.com/photos/halfbisqued/2353845688/in/photostream/ 30@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  31. 31. Work Smart with Social Tools Identify top times to automatically post Collaboratively execute, schedule and track campaigns Manage and track a blogger outreach.Automate common processes and save time. Find influencers. Find more influencers.31@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  32. 32. Beware the Pandas and Penguins Penguin identifies link schemes: There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress.Panda identifies low quality or thin content: Examples: Content farms, content spinning, high ad-tocontent ratios32@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  33. 33. Final Thoughts
  34. 34. Youve Got to Commit And Be Patienthttp://moz.com/rand/so-why-do-i-have-the-platform-the-recognition/30% 34@ClickSeedmore traffic once youve published 21-54 posts. Source: http://www.trafficgenerationcafe.com/how-blogging-increases-lead-generation/ 2013 ClickSeed LLC | http://www.clickseed.com/
  35. 35. Lifetime Value & Link Equity A Rising Tide That Lifts All BoatsYour blog is the heart of all content marketing efforts. Start thinking of your content as valuable assets in which you build equity over time.Photo: http://www.dailykos.com/story/2012/04/24/1085999/-One-cure-for-Income-Inequality-ProfitSharing# 35@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  36. 36. Create a Content CultureRackspace has made content part of their company culture, from the CEO down.78% 36@ClickSeedof chief marketing officers think custom content is the future of marketing. Source: http://www.hanleywood.com/ 2013 ClickSeed LLC | http://www.clickseed.com/
  37. 37. Remember: Its Not About YouImage credit: http://headrush.typepad.com/photos/uncategorized/2007/04/06/buythis.jpg37@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  38. 38. Lets Stay Connected+ClickSeed/ClickSeed @ClickSeed 38@ClickSeed 2013 ClickSeed LLC | http://www.clickseed.com/
  39. 39. Thank you!Digital Marketing for Growing Businesses148 West Patrick Street, 1st Floor, Frederick, Maryland 21701 (301) 228-2432| http://www.clickseed.com | jim@clickseed.com