Blogging for-business
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Transcript of Blogging for-business
2 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Blogs Will Change Your Business
Source: http://www.businessweek.com/stories/2005-05-01/cover-image-blogs-will-change-your-business
3 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Blogs Will Change Your Business
Source: http://www.businessweek.com/stories/2005-05-01/cover-image-blogs-will-change-your-business
May, 2005!
5 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
1. You’ll Build Trust and Brand Affinity
81% trust blogs
60% feel more positive
Sources: http://www.blogher.com/women-and-social-media-2012 http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
6 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
2. You’ll Generate More Traffic
97% more inbound links
55% more traffic
Sources: 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.pdf
7 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
3. You’ll Generate More Leads
88% more B2C leads
67% more B2B leads
Sources: http://www.myprconnection.com/blog/prsa/22-blogging-facts-that-will-blow-your-mind/ http://www.insideview.com/social-selling
8 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
The Opportunity is Still There
40% have a blog
43% don’t update their blog
Source: 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.pdf
10 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
This is Definitely a Blog (a good one!)
• Regularly updated
• series of entries in reverse chronological order
• commenting area
Source: http://www.hipasiwannabe.com/
11 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Then this is a blog too, right?
• regularly updated.
• series of entries in reverse chronological order
• commenting area
Call it whatever you want!
13 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Define Goals & Measurable Metrics
Source: http://contentmarketinginstitute.com/2013/10/2014-b2c-consumer-content-marketing/
Goals Metrics
14 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Define Audience Personas
Source: http://blog.kissmetrics.com/user-personas-for-seo/
16 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Create an Editorial Calendar
Source: http://snapcreativity.com/how-to-create-an-editorial-calendar/
18 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Anticipate Need States & Interests
I skate to where the puck is going to be, not where it has been. - Wayne Gretzky
Photo: http://en.wikipedia.org/wiki/File:Wgretz_edit2.jpg
19 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Frequency Matters
You blog as often as you want people to pay attention to you. - Josh Hallet | Director, Voce Connect
20 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
The Perfect Headline
1. Irresistibly clickable 2. Clear and direct 3. Optimized for search
Photo: Peter Rukavina - http://www.flickr.com/photos/reinvented/3150724610/
21 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Keep Paragraphs Short
Photo: http://www.denisefay.com/2010/10/08/day-8-the-art-of-paragraph-writing/
22 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Always Use Images
94% more views for posts with images Source: http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-in-your-marketing-infographic/
23 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Inbound Links Are Critical
Get them from: • Guest Posting
• Link & Ego Bait
• Social Channels
• Niche directories
• Outreach
• Relationships!
24 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
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-navigation
25 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Integrate Into Your Website
Photo credit: http://www.flickr.com/photos/brynnita/8693538344/
• host blog on your domain • surface headlines contextually
26 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
The Money is in the List
Email 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-things-you-have-to-do/
27 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Google+ Authorship Markup
40% increase in CTR
28 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Develop an Engaged Network
• Be helpful, solve problems
• Not a push channel!
• Curate content from trusted industry influencers.
Image: http://ramansinghmukkar.wordpress.com/2012/11/08/how-adopting-twitter-has-challenged-my-technophobic-lifestyle/
Robert Cialdini’s 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.”
29 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Market Your Marketing
If you build it, they won’t just come. You must promote it.
30 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Repackage Content
…into multiple channel-specific formats.
think video, webinars, graphics, podcasts, etc.
Photo: http://www.flickr.com/photos/halfbisqued/2353845688/in/photostream/
31 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Work Smart with Social Tools
Manage and track a blogger outreach.
Automate common processes and save time.
Collaboratively execute, schedule and track campaigns
Identify top times to automatically post
Find influencers.
Find more influencers.
32 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
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-to-content ratios
34 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
You’ve Got to Commit And Be Patient
http://moz.com/rand/so-why-do-i-have-the-platform-the-recognition/
30% more traffic once you’ve published 21-54 posts. Source: http://www.trafficgenerationcafe.com/how-blogging-increases-lead-generation/
35 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Lifetime Value & Link Equity
A Rising Tide That Lifts All Boats
Your 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-Profit-Sharing#
36 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Create a Content Culture
78% of chief marketing officers think custom content is the future of marketing. Source: http://www.hanleywood.com/
Rackspace has made content part of their company culture, from the CEO down.
37 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Remember: It’s Not About You
Image credit: http://headrush.typepad.com/photos/uncategorized/2007/04/06/buythis.jpg
38 © 2013 ClickSeed LLC | http://www.clickseed.com/ @ClickSeed
Let’s Stay Connected
@ClickSeed
+ClickSeed
/ClickSeed
Thank you!
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Digital Marketing for Growing Businesses