AGENDA General Assembly Prague, October 17, 2008 UNICA General Assembly 2008.
General assembly blogging for business - final
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Transcript of General assembly blogging for business - final
Blogging For business
Ritika PuriChief Story Wrangler, UserGrasp
Cultivate Your Brand. Grow Your Reach.
Suzanne BaranChief Strategy Officer, Sticks and Stones Agency
your blog = growth engine.
WHAT YOU’LL LEARN 2
Between-the-Lines:-Fails & Wins-Learning Curves-Actionable Tactics.
‣ Know Your Goals‣ Build Connections‣ Recruit an Audience‣ Get Started
Why blog? 3
Teach. Learn. Lead. Connect.‣ Solve your audience’s problems‣ Connect through compelling stories‣ Learn something new‣ Build human interest & trust
Stop SellingYour Turn
Blogging + Open Dialogue = Win
Know your goals.
BLOGGING FOR BUSINESS
Business TypeSoftware
Target AudienceMarketers (Small Business to Fortune 500)
Goals-Customer Acquisition & Loyalty
-Visibility
-Social Capital
5Know your goals
CRAZY EGG’S STORY
Source: Public interviews with Russ Henneberry (former editor) & Kathryn Aragon (current editor); conducted via Ritika Puri; 2012-2013
CRAZY EGG’S STORY
Know Your Goals 6
‣ Produce actionable content‣ Recruit industry leading contributors‣ Drive conversions (trial sign-ups)
“Traffic growth has been on average 10 to 15 percent month over month, and subscriber growth really picked up at the six month mark.” -Russ Henneberry (Former CrazyEgg Editor),
January 2013
Source: Public interviews with Russ Henneberry (former editor) & Kathryn Aragon (current editor); conducted via Ritika Puri; 2012-2013
7Know Your Goals
Key areas & examples
Know Your goals 8
Revenue
Brand Assets Networking
Influence
-Leads-Customers-Retention
-Community-Pre-launch audience-Customer Feedback-Social Virality
-Partnerships-Introductions
-SEO-Branding-Social Presence
Sales
Build connections.
BLOGGING FOR BUSINESS
Build connections 10
Business TypeB2B - Advertising solutions
Target Audience-Small to medium business owners -Local and national markets
Goals- Education and participation- Create & deliver content via multiple channels
- Consistent messaging across all platforms
AT&T’S STORY
Source: AT&T Small Business Solutions Content Marketing Plan; led by Suzanne Baran; 2012
Build connections 11
AT&T’S STORY
Source: AT&T Ad Solutions Market Facts, adsolutions.att.com, 2012; Local Insights Report, corporate.yp.com; 2012
‣ Many products and services ‣ 12 business verticals‣ Diverse target customers‣ Fragmented and limited content
‣ No consolidated strategy‣ YP and AT&T brand identity crisis
Build connections 12
AT&T’S STORY
Source: Content Marketing Plan; led by Suzanne Baran; 2012
‣ Unite customer needs‣ Specify topics & types‣ Alleviate pain points‣ Define outcome
Build connections 13
AT&T’S STORY
Source: http://adsolutions.yp.com, 2013;
Customers Content
Build connections 14
‣ Solve users’ problems‣ Communicate human-to-human‣ Be quality driven‣ Don’t self-promote
Source: Scott Brinker (Ion Interactive) for SearchEngineLand
Content sales
Build connections 15
‣ Understand user psychology‣ Build relationships‣ Sell through storytelling
Source: Scott Brinker (Ion Interactive) for SearchEngineLand
Recruit an audience.
BLOGGING FOR BUSINESS
Business TypeMarketing Agency
Target AudienceStartup Founders
Goals-PR
-Exposure
-Leads
17Recruit an audience
ONBOARDLY’S STORY
Source: Interviews with Renee Warren (Co-Founder) conducted via Ritika Puri; 2013
18Recruit an audience
ONBOARDLY’S STORY
Source: Interviews with Renee Warren (Co-Founder) conducted via Ritika Puri; 2013
‣ Growth began at four-month mark‣ As of January 2013, blog has driven 42,000 unique visits‣ 10-40% month over month growth for 6 consecutive months
“Our blog drives approximately 70% of our overall traffic.” -Renee Warren, Onboardly Co-Founder, June 2013
Recruit an audience 19
ONBOARDLY’S STORY‣ Guest posts through high-traffic channels‣ Off-site interviews‣ Dedication to SEO
“Choose 3 core keywords for your blog categories. Then, identify a list of secondary keywords that are slightly less competitive to support your high-level effort.”
-Heather Anne Carson, Onboardly Co-Founder, June 2013
Source: Interviews with Renee Warren (Co-Founder) conducted via Ritika Puri; 2013
Core strategies
Recruit an audience 20
Guest Posts
Social Promotion
Answer Existing Questions
Paid Channel Acquisition
SEOContentSyndication
LinkedIn Groups
Quora
Communities
Business Partners
Media Channels
Active
Passive
Get started.BLOGGING FOR BUSINESS
Areas to Tackle
Get Started 22
Audience
Voice Development Business
-Personas-Psychology-Interests-Attitude
-Tone-Style-Brand Persona
-Budget-Tools-Editorial Calendar-Content Types-SEO
-Conversions-Sales-Distribution
Sales
Voice, Tone & Messaging
Get started 23
Source: Margot Bloomstein: Message Matters, Content Strategy Conference Notes; 2011, Kevan Gilbert, blog,contentgather,com; 2012
Voice, Tone & Messaging
Get started 24
Source: Margot Bloomstein: Message Matters, Content Strategy Conference Notes; 2011, Kevan Gilbert, blog,contentgather,com; 2012
“If you don’t know why or what you need to communicate, how will you know if you succeed?” -Margot Bloomstein
‣ Keep it consistent‣ Infuse personality‣ Have a two-way conversation
Voice, Tone & Messaging
Get started 25
Source: Margot Bloomstein: Message Matters Duo Consulting Confab conference; 2011
Card Sorting
Step one:-Who we are-Who we are not-Who we’d like to be
Voice, Tone & Messaging
Get started 26
Source: AT&T | YP Content Marketing Plan by Suzanne Baran; 2012
EDITORIAL CALENDAR + SEO
Get started 27
Source: Kapost.com; 2013, AT&T | YP Content Marketing Plan by Suzanne Baran; 2012
EDITORIAL CALENDAR & SEO
Get started 28
Source: YP Content Marketing Plan by Suzanne Baran; 2012