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How to Start and Maintain a B2B Blog
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Transcript of How to Start and Maintain a B2B Blog
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Paul Gillin, Author
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
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Timely, frequently updated information Multiple media types Single voice Fixed display Flexible organization Search engine performance
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Cheap and easy to create and update Have distinct personal voice Can quickly build traffic through
reciprocal links Excellent search engine performance Modest revenue opportunity Simple way to keep notes
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ReinforceBrand
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Thought Leadership
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End Run Media
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Define Culture
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Educate Prospects
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Build Trust
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Title & Description
SidebarIndividual Entry or “Post”
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√d
Headline
Subheads
Fixed pages
RSS feed
Search
Keywords
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Have a clear focus Update frequently Speak distinctively Have a point of view Surprise and delight Link to get links Use all the media you can Educate and assist Ask for feedback
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People have abundant choice; pick your spots
It’s fine to stray from your core topic, but keep 2/3 of entries relevant
Dedicate yourself to becoming THE expert in your chosen area
Tell people where you specialize
Branding
Search
Health Care
Customer Care
Analytics
Technology
Strategy
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Professional? Enthusiast? Peer? Novice? Investor? Competitor? Media
You can’t communicate effectively with an audience you don’t know. When you write, visualize your reader.
It may help to post a picture of that person on your office wall!
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Read mainstream media and other bloggers and comment upon them
Frame issues in a context that reflects your expertise
Be offbeat and occasionally outrageous Write in a voice that feels right to you Think conversation, not lecture Use multiple media Mix it up: Top 10 lists, predictions, best &
worst, link lists
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Tag clouds and discovery sites show what’s new and topical
Bookmarking sites have element of surprise
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Get angry Aggregate other opinions Tell a story Conduct a poll Make a list Predict something, then
defend Recommend what you love Discover and share Serialize
Imagine having written a great article
Use keyword searches Interview someone Visit a quote site Talk to children Consult a notebook Write case studies Write about your week Create a top 10 list
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Ask yourself, “What’s the post about?”
Say what you’re going to say, say it, then say what you just said.
Make your point at the outset
Limit the number of points you make in each entry
Invite feedback
Rule of Thumb: If you have more than two key points, create a new entry
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Use everyday words Write as you speak Write it like a letter Keep sentences short Use voice recognition or
dictate into a recorder Use Word readability
stats Ask a friend/spouse/ child
to review your work
“I didn't have time to write a short letter, so I
wrote a long one instead.”
--Blaise Pascal
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Start in the middle Write freeform, then edit Imagine a different scene Start listing bullet points Model someone else’s
work Take a walk Tell story to a friend or
colleague
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Quiz: Test Your Engagement IQ Skeptic: Why Marketers Fail at Engagement Case Study: How One Company Does it Right Contrarian: Think You’re Engaged? Think Again How To: Five Steps to Improving Customer
Engagement First Person: How I Learned to Engage Comparison: How Two Companies Approach
Customer Engagement Q&A: Five Common Questions About Engagement Data: Study Shines New Light on Customer
Engagement Outrageous: Your Engagement Strategy Sucks Humorous: Engagement Haiku Offbeat: Engagement: The Movie
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Current: Let’s Get Engaged!Other Possibilities: Five Goals for Customer Engagement Redefining Engagement Engagement Scorecard How Engaged Are Your Customers? Why Marketers Fail at Engagement Failing to Engage? Here’s Why
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OK Labs uses "social objects," or distinct icons, to create a memorable association.
“It’s been a way for people to feel that they know the company before doing
business with the company,” says Marti Konstant, VP of marketing
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Link internally Link externally Use tags, categories Register with aggregators Ask for “link love” Promote outbound links File a site map Bookmark and tweet
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Link Opportunities
Link to relevant blog entry or Quaero service
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Begins as a tweet
Becomes a blog entry
Feeds a podcast
Stokes a white paper
That gets tweeted!
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32 million members
300 million members
44 million members
1 billion daily views
6 million daily visitors
50 million members10 million members
1 million daily visitors
1.5 million daily visitors
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Encourage and respond to comments Comment elsewhere Play reporter Serialize Use themes Give stuff away Complement with photos, podcasts & video
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Traffic – unique visitors vs. page views Technorati rankings RSS subscriptions Google linkto: and allinanchor: De.licio.us and Technorati tags Trackbacks
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Paul Gillin
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Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
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