business blogging and content marketing 101

Blogging & Content Marketing 101How blogging and content marketing can help you build your brand & business

Don Stanley@3rhinomedia

www.3rhinomedia.com

Our Road Map1. What is it blogging & content

marketing?2. Why do it (business case for it)?3. How to get going (with in class

exercises)

@3rhinomedia | 3rhinomedia.com

Your Guide


Don Stanley 3Rhino MediaUniversity of Wisconsin-Madison@3rhinomedia


“Well done is better than well

said.” - Benjamin Franklin

Intros @3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com

What is

Blogging & Content Marketing?

@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com

“However beautiful the strategy, you should occasionally look at the RESULTS.”- Winston Churchill

20/80%


Think Magnets not Sledgehammers


Process

for blogging & Content Marketing



1.Know why2.Know who3. Know how

The Starting Line

Why do it?


Why• Increase awareness• Build connections• Display thought leadership• Increase traffic• Increase leads• Increase sales

Let’s look at some numbers …


Traffic@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com


97%Businesses with active blogs get97% more leads than businesses

that don’t blog



50%of consumers say content marketing

has a positive impact on their purchasing decision



61%of consumers feel better about

a company that has a blog



62%Lower cost per lead



80+%Of buying cycle complete



434%Websites that have blogs have 434% more pages indexed by Google than

sites with out a blog


Leads@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com

Authority


\When You Have a Question

What do you do?

5.1 billion searches DAILY!

DON STANLEY | @3rhinomedia | 3rhinomedia.com

How does it work?Ostrich Marketing Doesn’t Work

A quick case study: River Pools and Spas

• Founded in 2001

• 3 Person Operation Offering Fiberglass Pools

• Regional Business


October 10,2007

(7,882)@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com

Moneyball: #s that Matter

15%Typical closing

rate in the pool industry



A quick case study: River Pools

W

15%|30Typical closingrate in the pool

industryIf a visitor read

pages

What is the $Ball for Your Business?


15%|30 =Typical closingrate in the pool

industry

If a visitor read pages

River Pools New closing rate

What is the $Ball for Your Business?

90%


HOW did they do this?


They AskYou Answer


Value of a Single Post?



$2.4 M



$2.4 MValue of a Two Posts?



$2.4 MValue of a Two Posts?

$3.0 M@3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com


How Do They Handle Leads Now?

Assignment Selling & 30 page buyers


Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:

Here are 4 of the most important

1. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing


Where to Start? 1: Get Found

Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:

Here are 4 of the most important

1. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing

Totals for Jan 1, 2011 – Jan 7, 2013

Totals for Jan 1, 2013 – Jan 7, 2013

A quick exercise

with questions


To someone, you are a 4th grader

Let’s review some real-world case studies.

Please note: each person has • a focus, • a core audience they speak to, • they are not big names outside of their industries,• they don’t have formal degrees in their areas of expertise• are doing very well financially WHILE pursuing their core

interest

Some case studies


Ana-White

DON STANLEY | @3rhinomedia | Spring 2013

http://ana-white.com/

http://ana-white.com/

Gary Vaynerchuk


http://tv.winelibrary.com/



Patrick Flynn


http://www.smartpassiveincome.com/

http://www.smartpassiveincome.com/

James Wedmore


http://www.jameswedmore.com/




http://www.mirabeauwine.com/

break


We know our

why


NOW

Who


“Simplicity is the ultimate sophistication”Leonardo Da Vinci

Remember EVERYONE starts @zero

DON STANLEY | @3rhinomedia | 3rhinomedia.com@3rhinomedia | 3rhinomedia.com

Who is my target market?


20/80or F.O.C.U.S


Who is my target market?If you are a typical business there will often be more than one target market. Determine who they are and then ask the following:



• What are their goals and aspirations?



• What are their goals and aspirations?• Why are they interested in this topic?



• What are their goals and aspirations?• Why are they interested in this topic?• What are their business problems?



• What are their goals and aspirations?• Why are they interested in this topic?• What are their business problems?• What tools do they use to find their answers

(Google, Facebook, Forums, etc.)?


What questions do they have?


Are there cycles for content?


why & whoNow some how


What tools should I use?


What tools should I use?Blogging platforms?


What tools should I use?Blogging platforms?Hosting options?


What tools should I use?Blogging platforms?Hosting options?Types of content?


What tools should I use?Blogging platforms?Hosting options?Types of content?Social media promotions?


Let’s review


Let’s reviewKnow why


Let’s reviewKnow whyKnow who


Let’s reviewKnow whyKnow whoKnow how


QUESTIONS?


Don Stanley 3Rhino [email protected]

business blogging and content marketing 101

Education

content marketing totals

isblogging content marketing

brand business don stanley

business case

single post

ostrich marketing doesnt

typical closing rate

pool industry