how to grow your business through blogging
DESCRIPTION
Imagine that you’re businesses blog is an employee. A living, breathing, employee that plays an integral part of your businesses growth (as it should). Now, how is that employee performing? Would you give them a raise? Do they consistently generate business and help establish you as an authority and thought leader in your industry? Some of you are probably shaking your heads as you realize that your business blog is not performing the way that you want it. Thankfully for you, our Lunch Lesson at Roam focused on how you can use your blog to grow your business, and turn it into an employee worthy of a corner office. In this interactive lunch and learn session, which you can download here, we covered the following topics: 1. Blog Strategy 2. Blogging Must-Haves 3. Ideal Blog Length And Frequency 4. Content Campaign EssentialsTRANSCRIPT
How To Use Your Blog To Grow Your Business
98toGo
presented by
Today We’ll Speak About:
1. Blog Strategy2. Blogging Must-haves3. Content Campaign Essentials
Why Blog?
Step 1: Know Your AudienceStep 2: Create Editorial CalendarStep 3: Keyword ResearchStep 4: Promotion
Blog Strategy
Step 1: Know Your Audience
Interview:
Current customers
Prospects that didn’t choose you
Your sales people
Audience Insights● What is their title/role in the company?
o Influencero Decision Maker
● What caused them to look for a solution?● What did they want to change?● What was the goal of their search?
Audience Insights Cont...
● Where did they look for information?● What questions do they ask?● What keywords do they use?● What social media channels do they frequent?● How do they use social media?
Step 2: Create an
Editorial CalendarFailing To Plan Is Planning To Fail
Key Dates For Your Audience
● Holidays
● Industry Events
● Seasonal Events
● Films, Music
● News Events
Create Monthly Themes
● Customer Pain Points
● Find Posts That Work
● Industry Trends
Step 3: Keyword Research
Does It Still Matter?
Google Hummingbird
Update
Keyword Research Tools● Google Keyword Planner● Google Suggest and Related Search● Ubersuggest.org● Google Trends● Social Media
o Topsy and Social Mention o LinkedIn Groups
http://hub.am/1k8sDpM
Using Keywords In Your Blog
● Post URL
● Post Title
● Meta Description
● Image “alt” tag
● H1 tag (subheader)
Using Keywords Cont...
● First paragraph
● Keyword variations throughout the post body
● Anchor text of links pointing to the post
PromotionIf You Build It They Might Not Come
Promoting your blog
● Determine Channels
● Create a distribution plan
● Build relationships with influencers
● Find guest blogging opportunities
3 critical items
Blogging Must-Haves
1. Clever Titles Weally Weally Work
2. Eye Catching Images
3. Include a Call-To-Action
Call-To-Action examples
Writing Titles That Get Noticed
Experimentation Is Key
Types Of TitlesNormal - Ways to make tea drinking more delightfulQuestion - What are ways to make tea drinking more delightful?How-to - How to make tea drinking more delightful?Number - 30 ways to make tea drinking more delightfulReader-addressing - Ways YOU need to make tea drinking more delightful
source: http://www.quicksprout.com/2014/04/02/latest-trends-in-headline-creation-and-their-success
Marketer’s Title
The Ultimate Content Marketer’s Guide To Writing Blog Titles That Don’t Suck!
Rule Breaking Title
You Might Have Thought You Knew How To Write Titles Before, But The Results Of Our Research Are Going To Blow Your Socks Off!
Breaking rules isn’t always a bad thing!(but best practice says 70 characters or less)
The Point IsExperimentation Is Key
Let’s Look At Some Studies
source: https://blogpros.com/blog/2014/05/makes-perfect-blog-post-infographic
Here’s What WorksGraphic language: “Google kills feature” vs. “Google shuts down feature”
Use the negative form: “Without” vs. “With”
Go big with #s: “50 ways…” vs. “5 ways…”
A promise to teach: “The Beginners Guide…” or “DIY…” or “Step-by-Step…”
Piggyback brand names and topics: name drop Twitter, Facebook, others
source: http://www.startupmoon.com/the-dark-science-of-naming-your-post-based-on-studying-100-blogs/
A HubSpot A/B Test DemonstratedPose a question
Use broader topicsUnique adjectives
“you-focused” titles Exclusive info
State your offer at the front of your titleBegin with a #
Unique description of your content Fun toneEmphasize the content
Make it clear
source: http://blog.hubspot.com/marketing/how-to-attract-more-clicks-blog-posts-title-tests-list
Using The Right Tools
(and make your life easier)
My Favorites!
Title & Content Topic Generator Tools
Portent’s Content Title GeneratorTweak Your Biz Title GeneratorLink Bait Title GeneratorUbersuggest
Takeaways● Experiment with different
types of titles● Pay attention to best
practices from studies● Use title tools to help get
you started
Ideal Length& Frequency
What is your opinion?
It’s About…
Think About These Things● Why are you blogging? ● What value do you want to provide to your
reader? ● What are YOU looking to gain?
The goal of your blogging should dictate everything else
Different Goals In My Writing● To educate● To entertain● To provoke● To stimulate● To rank
Each goal has an ideal length and frequency!
Let’s Look At A Few Studies
Longer Is Usually Better
source: http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/
source: https://blogpros.com/blog/2014/05/makes-perfect-blog-post-infographic
source: http://okdork.com/2014/04/21/why-content-goes-viral-what-analyzing-100-millions-articles-taught-us/?hvid=41eiUq
The Data Says1000+ … 2000+ … 3000+
Longer Is Usually Better
(We recommend shooting for 1500 words)
A Smart Person Said[The study] is a perfect example of high quality content rising to the top. Now, it doesn’t always take thousands of words to create value for your readers, but that’s the case more often than not.
source: commenter on http://www.quicksprout.com/2014/03/31/how-long-should-each-blog-post-be-a-data-driven-answer/
How Often Should You
Post?
Just like it does with length,
frequency depends...
Depends On…● Why are you blogging? ● What value do you want to provide to
someone? ● What are you looking to gain?
The goal of your blogging should dictate everything else
No One Size Fits All
Find what works for you, and stick to it!
Takeaways● Goals and value first● Longer articles usually
perform better ● 1500 words if you must● Post when you can
regularly share value
Content Campaign Essentials
Tactic 1: Create a Campaign1. Blogging2. Premium offer3. Calls-To-Action buttons4. Landing page5. Segmented leads6. Drip emails
Tactic 1: Create a Campaign
Premium Offer Action button
Tactic 1: Create a Campaign
Tactic 2: Measure & Improve
What Blog Measurements?
exercise…
Measure Blog Activity:1. Top-viewed2. Conversions3. Shares, Comments4. Attracted links
Tactic 2: Measure & Improve
What To Do Next?To access presentation deck: 98togo.com/resources
ROAM help hours:Monday June 9 at 11amTuesday June 17 at 10am
*Blogging questions, inbound marketing help, what the heck is HubSpot??
Ready to explore a content strategy, grab Ron after the session ([email protected])
Take A Leap And Start Blogging
It can be exhilarating!