cim digital pr bootcamp, 5th nov 2015 [blogging]

www.visionb2b.co.uk @visionb2b @renepower

Blogging for businessRené PowerFounder, Vision B2B


Session objectives• Understanding the power of a

company blog• Blog writing tips• Being creative with your blog• Blogging to achieve greater visibility

and engagement


Is everyone producing a blog – or some kind of frequently updated web content?


Blogging tops content tactics


Good for business


7 reasons to blog for business


Blog writing tips• Walk before you can run• Select keywords and known

industry problems• Create a calendar• Create a template• Set criteria for tone, titles,

topics, images• Create a team to write, edit

& post new blog content• Play up subject experts• Consider options/alternatives

to written posts (variety)• Mix up topical with evergreen


Starting (or breathing new life into) your business blog• Repurpose existing material• Comment on industry news• Comment on new research or

data• Write an industry round up• Provide an industry resource

list• Write up an event, conference,

seminar, trade show• Create customer case studies• Identify and solve industry

problems• Interview an industry leader• Make a case for change


Driving traffic by getting off your blog

• Sharing strategy• Commenting strategy• Posting on Linkedin• Posting on trade media• Business media• Business portals

– Guardian Small Business Network

– Huffington Post• Business associations

(membership)• Reciprocal blogging• Independent publishers


Using a blog for lead generation• Compelling Call to Action

– Offer exclusive content– Offer recommended

reading– Provide email subscription– Provide RSS subscription– Offer downloads– Offer social sharing– Ask for feedback– Build community


Acting as editor in chief• Job role

– Briefing– Interviewing– Editing– Handling

feedback– Posting– Promotional plans

for each piece


Management• Content calendar vs. boards vs. mindmaps


Analytics led content• Use analytics to improve focus

and quality of content

• 10 standard metrics that you need to monitor & impact

SALES Conversion to sales New vs. returning visits Behaviour (content) Dwell Bounce Social referral Exit path Device Geography


Summary• Blogging works if it is on topic and

relevant• Think about different types and

format when it comes to blogging• Consider the logistical management

required• Use analytics to sense-check blog

content


Blogging action plan breakout• Create your own action plan to

create a high impact and engaging blog

– What problems can you solve; what topics can you advise on?

– Who can produce the content?– How will you manage getting it

delivered?