Optimized Blogging That Inspires Action
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21-Oct-2014 -
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Optimized Blogging That Inspires Action
@LeeOddenTopRankMarketing.com
TopRankBlog.comOptimizeBook.com
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@leeodden
Growth of Content MarketingGoogle TrendsU.S. Business Category QueriesPast 5 Years (2008 – 2013)
“Content Marketing”
“Social Media Marketing”
“Search Engine Marketing”
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@leeodden
Where Does Blogging Fit?
Content Marketing
Social Media
SEO
Business Blog Public Relations
Customer Service
Talent Acquisition
Offline to Online
Customer Lifecycle
Awareness
ConsiderationPurchase
Retention
Advocacy
Interest
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@leeodden
Blogs = Trust & Influence
Source: Technorati Digital Influence Report 2013
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@leeodden
Our Agency Blog Example: toprankblog.com
Started Blogging 2004News, Tips, Liveblogging, SEOIntegrated Social NetworkingShifted to Customer TopicsLayered Content PlanOperationalize PromotionOngoing Performance Optimization
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@leeodden
How Do We Want to Be Known?
Blog
Speaking Thought Leader
Smart PlaceTo Work
Consulting
Useful Resource
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@leeodden
?What Problems Can We Solve?
WhatWhen
Where
Who
How
Why
ToolsStrategyBest PracticesTacticsTipsExamplesCase Studies
ContentSearchSocialDigital PRB2BB2CVerticals
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@leeodden
B2B Blogging: Be Useful & Multiply
Social Media for SMBs
Useful content about social media topics to support small business interests.
• Best practices, tools• Thought leader interviews• Supports social content
promotions (eBook)
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@leeodden
B2B Blogging: Be Useful & Multiply
Measurement:
Reach & Consumption
• Organic search traffic• Social traffic• Direct traffic• Page views• Topic popularity• Social shares, comments• Inbound Links
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@leeodden
B2C Blogging: Facts Tell, Stories Sell
Luxury Living Blog(Cars, Homes, Yachts, Planes)
Blog Topics - What Customers Care About:
Stories about celebrities, brands, news ANDluxury rentals
Useful, Informative and Entertaining: “Cool”
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@leeodden
B2C Blogging: Facts Tell, Stories Sell
Measurement:
Reach, Engagement, Inquiries
• Organic search visibility• Social & direct traffic• Content engagement,
shares• Inquiries• Conversions
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@leeodden
What Can Your Blog Achieve?
• Brand Awareness• Elevate Publicity• Support Customers• Recruiting• Attract New
Business, Referrals
• Self Expression• Exercise in Writing• Useful Resource• Connect with Bloggers• Contribute to the
Community
Personal Goals: Business Goals:
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@leeodden
So What’s Stopping You?
Image Source: Shutterstock
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@leeodden
Why Business Blogs Fail
No clear objectivesUnrealistic expectations and resource
allocationNot sourcing content - long termNo feedback mechanismsDo it yourself syndromeNo Blog & Social Content Plan!
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@leeodden
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@leeodden
Optimize & Socialize in 4 Steps
Awareness, Interest, Consider, Buy
Why they buy = topics & search keywords
Who, What, Why, When, Where, How
Social & SEONetworking,Link Building
1 2 3 4Understand YourAudience Accordingto Their Objectives
Use a ContentCalendar to Organize & Optimize
Map CustomerNeeds to Topics &Search Keywords
Grow Social Networks, Promote Content & Optimize Performance
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@leeodden
Plan & Optimize for Customers
Get to KnowYour Community
Discover
Consume
Act
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@leeodden
Optimization ModelPersonal Digital Presence – Phase 2
Attract
Engage
Convert
Optimize 360 Model
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@leeodden
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@leeodden
• Collect data• Analyze and create segments• Create a profile for target
audiences• Map buying cycle events• Identify keyword clusters and
content types for personas• Implement with content creation,
optimization & promotion
Audience Segmentation
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@leeodden
• Demo: Male, 30-35, Owns SMB, 80-95k• Behaviors: Read, share, moderate
interaction• Preferences: Tips, Opinion, Image Rich
content• Publish/Share: Comments, Status Updates,
Bookmarks• Top Keywords: office cleaning, cleaning
services• Social Sites: Twitter, Facebook,
StumbleUpon, Blogs• Participation: Join, Collect
“Stan” Small Business Owner
Build Profiles “Best Customer”
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@leeodden
Keywords
Content Plan
CreationCuration
Profiles Guide Blog Topics, SEO
But Not ALL the time for ALL content
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@leeodden
Blog Hub & Spoke
BlogHub
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@leeodden
Map Content to Customer Journey
Prospect Pain Points• Multiple Locations to Clean• Single Solution Vendor• After Hours• Quick, Efficient Service• Scale Up or Down Easily
Sales Cycle Keywords Social Topics Content Type
Awareness Facility cleaning scalable facility cleaning services
Blog post, articles in relevant magazines
Interestrobot cleaners, scalable facility cleaning
What types of automated cleaners are there?
Webinar, Demonstration video, White Paper
Consideration robot cleaner reviews
What are the best robotic cleaners?
Product specifications. Comparison to competitors
Purchaserobot, Zrobot how to buy, Zrobot prices
Procurement process, Leasing/Purchase Buying guide, RFQ form
Retention Zrobot management tips
How to get more uses from your Zrobots
Blog posts, guest posts, video
Advocacy Zrobot fans, Zrobot accessories
Zrobots user group Q and A, tips
LinkedIn group Forum, Zrobot Newsletter
Stan: Small Business Owner
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@leeodden
Optimized Blog Plan
Free Download XLS at: http://tprk.us/keyedcal
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@leeodden
8 Blog Content Ideas
1. Oreo Cookie News Posts2. Short Lists - 5 (Keyword) Tips on (Action) (Goal)3. Large Collections - Complete Guide to (Keyword)4. Interview Influentials – Broad & Niche5. Curate Comments – Your blog, your comments off blog6. Crowdsource – Survey, polls, contests that result in content7. Ask SMEs Questions – Won’t blog, but will talk8. Frontline Staff – Service & Sales, BCC Answers to content
team
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@leeodden
Winning Blog Action Formula
Your Passion+ Customer Needs
= Stories ThatAttract, Engage & Convert
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@leeodden
Blog Action Checklist
Pick your goals & work backwards to identify measurement & approach
Inventory resources: People, Plan, Time Learn readers questions & goals – help them Plan stories that infotain & inspire action Invest in community, get paid in infinite ideas Monitor progress, optimize performance
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@leeodden
“Optimize is the playbook you’ll need to run an effective program.”Scott Monty, Ford
“Optimize shows you how to put content, search & social to work for your business.”Ann Handley, MarketingProfs
“Optimize shows you how to put content, search & social to work for your business.”Joe Pulizzi, Content Marketing Institute
“If I were lazy, I could cheat and use Lee Odden’s book as my road map for this coming year’s business.”Chris Brogan, Human Business Works
Get OptimizeBook.com
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@leeodden
Thank You
Lee Oddenlee@toprankmarketing.comTopRankMarketing.comTopRankBlog.com877 872 6628@TopRank
http://slideshare.net/toprank