Wine & Web #26
Andy Crestodina
@crestodina #wineweb
Blogging Basics & Workshop
WHY BLOG?
Source: HubSpot: State of Inbound Marketing 2012
Blogging Frequency, Customer Acquisition
Percentage of bloggers who
acqui...
Source: HubSpot: State of Inbound Marketing 2012
59% say blogging is critical or important
WHERE TO
BLOG
Blog on your own domain
IDEAL 
ALSO GOOD 
BAD 
http://www.website.com/blog
http://blog.website.com
http://myblog.wordpr...
Don’t build on rented land
Sorry, Seth!
That’s why it’s called Domain Authority
TOPICS &
HEADLINES
“On the average, five times as many
people read the headline as read the
body copy. When you have written
your headline, y...
Source: Conductor: 5 Data Insights into the Headlines Readers Click
• Normal
“Ways to Make Drinking Tea More Delightful”
•...
Source: Conductor: 5 Data Insights into the Headlines Readers Click N=750
Source: Conductor: 5 Data Insights into the Headlines Readers Click N=750
5 Kinds of Headlines
Source
WORKSHOP!
Let’s do this thing…
WRITING &
STRUCTURE
Copy is never written.
Copy is assembled.
Eugene Schwartz
copywriting legend
Source: Social Triggers
Source: Web Content Checklist
Content
Checklist
FORMATTING 
BREVITY 
PROMOTION
Search traffic through…
keyword research, keyword usage
Social traffic through…
promoting content on social networks,
resp...
The spike …and the long tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
fr...
SEO: slow but powerful
WHO HAS TIME
FOR THIS
STUFF?
Commit
Frequency and your content calendar
Curate
Write list Posts, keep a device for capturing, do
interviews
Delegate
Wo...
Wine & Web
Andy Crestodina
@orbiteers #wineweb
Thank you!
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July Wine and Web: Blogging Basics + Workshop

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Blogging Basics
Let's be honest. Content marketing is mostly about blogging. Your blog is the home to your social topics, email newsletters, and search keywords. So let's review the basics of blogging.

Workshop!
For the first time, Wine & Web is going interactive. We'll take a few minutes, work with each other, and develop blog post ideas. You don't need to bring anything with you but yourself and your knowledge. You'll leave with a topic, outline, and a plan to publish.

Published in: Technology, Design
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  • Seth has 8000+ posts and pages on TypePad, but has no control over Say Media, the current owner of the platform.
  • July Wine and Web: Blogging Basics + Workshop

    1. 1. Wine & Web #26 Andy Crestodina @crestodina #wineweb Blogging Basics & Workshop
    2. 2. WHY BLOG?
    3. 3. Source: HubSpot: State of Inbound Marketing 2012 Blogging Frequency, Customer Acquisition Percentage of bloggers who acquired a customer through their blog…
    4. 4. Source: HubSpot: State of Inbound Marketing 2012 59% say blogging is critical or important
    5. 5. WHERE TO BLOG
    6. 6. Blog on your own domain IDEAL  ALSO GOOD  BAD  http://www.website.com/blog http://blog.website.com http://myblog.wordpress.com
    7. 7. Don’t build on rented land Sorry, Seth!
    8. 8. That’s why it’s called Domain Authority
    9. 9. TOPICS & HEADLINES
    10. 10. “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” - David Ogilvy
    11. 11. Source: Conductor: 5 Data Insights into the Headlines Readers Click • Normal “Ways to Make Drinking Tea More Delightful” • Question “What are Ways to Make Drinking Tea More Delightful?” • How to “How to Make Drinking Tea More Delightful” • Number “30 Ways To Make Drinking Tea More Delightful” • Reader-Addressing “Ways You Need to Make Drinking Tea More Delightful” 5 Kinds of Headlines
    12. 12. Source: Conductor: 5 Data Insights into the Headlines Readers Click N=750
    13. 13. Source: Conductor: 5 Data Insights into the Headlines Readers Click N=750
    14. 14. 5 Kinds of Headlines Source
    15. 15. WORKSHOP! Let’s do this thing…
    16. 16. WRITING & STRUCTURE
    17. 17. Copy is never written. Copy is assembled. Eugene Schwartz copywriting legend
    18. 18. Source: Social Triggers
    19. 19. Source: Web Content Checklist Content Checklist FORMATTING  BREVITY 
    20. 20. PROMOTION
    21. 21. Search traffic through… keyword research, keyword usage Social traffic through… promoting content on social networks, responding to comments Email traffic through… List growth, email design, timing & testing 50% Creation, 50% Promotion Guest Blogging = Link Building + Online Networking
    22. 22. The spike …and the long tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years)
    23. 23. SEO: slow but powerful
    24. 24. WHO HAS TIME FOR THIS STUFF?
    25. 25. Commit Frequency and your content calendar Curate Write list Posts, keep a device for capturing, do interviews Delegate Work with your team, using the methods they prefer Get Help Outsource! Leverage editors, ghost writers, co-authors It’s a process…
    26. 26. Wine & Web Andy Crestodina @orbiteers #wineweb Thank you!

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