Blogging Basics

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B2B companies that blog effectively can increase awareness, preference and credibility, as well as generate and nurture leads all the way down the sales funnel.

B2B companies that blog effectively can increase awareness, preference and credibility, as well as generate and nurture leads all the way down the sales funnel.

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  • 1. Go On, Get Your Blog OnBlogging  101    
  • 2. Page  2  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 3. Executive Overview •  B2B  companies  that  blog  generate  67%  more  leads  per   month  than  those  who  do  not.   •  2/3  of  marketers  say  their  company  blog  is  “cri:cal”  or   “important”  to  their  business.   •  B2C  Companies  that  blog  generate  88%  more  leads  per   month  than  those  who  do  not.   •  77%  of  Internet  users  read  blogs  Page  3  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 4. Agenda •  Blogging Fundamentals •  Create Content For Your Target Audience •  Your Blog & SEOPage  4  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 5. Agenda •  Blogging Fundamentals •  Create Content For Your Target Audience •  Your Blog & SEOPage  5  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 6. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results What are the key objectives? •  Branding •  Public Relations •  SEO •  Customer Service •  SalesPage  6  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 7. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results How will you track progress? •  Number of posts •  Comments •  SEO Improvement •  Lead GenerationPage  7  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 8. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Measure Who are they? What problems do   you solve? •  Prospects •  Clients •  Employees •  Industry InfluencersPage  8  ©  2012  Marketo,  Inc.     •  Media Marketo  Proprietary  and  Confiden:al  
  • 9. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Quality Content •  Focus your blog topic •  Write for your target audience •  Recruit guest writers in your industryPage  9   •  Create categories & use Proprietary  and  Confiden:al  ©  2012  Marketo,  Inc.     Marketo  
  • 10. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Consistent Content •  Create a blog content calendar •  Set blog posting goals; ie: 2x/ wk •  Create posts in advance & schedulePage  10  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 11. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results Promoting your blog is key. • Read & Comment on other blogs • Link to other blogs • Promote/mention other bloggers • Respond to blog commentsPage  11   • Make it easy to subscribe & share©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 12. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results   Blog results should be weighed against blog objectives. •  Web Analytics •  RSS Feed subscriptions •  Social Media Engagement; ie: shares, likes, RT’sPage  12  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 13. Blogging Fundamentals 1. Set Goals & Metrics 2. Understand Your Target Audience 3. Quality & Consistent Content 4. Promote & Share 5. Track Results   Progress should be weighed against the metrics you choose. •  Weekly/Monthly posts •  Number & Quality of Comments •  Calls to action to drive leadsPage  13  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 14. Agenda •  Blogging Fundamentals •  Create Content For Your Target Audience •  Your Blog & SEOPage  14  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 15. Blogging 101 Create Blog Posts For Your Audience •  Focus Your Topic •  Title •  Image •  Outline The Problem •  Provide The Solution •  Strong Call To ActionPage  15  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 16. Blogging 101 Focus Your Topic •  What point do you want to make? •  What action do you want your reader to take? •  Are you trying to convince, persuade, lead, inform, etc?      Page  16  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 17. Blogging 101 Title •  Provide A Solution •  Be Interesting, Relevant, Surprising •  Consider Keywords Example: “5 Myths About Marketing Automation” “Lead Nurturing Through Social Media” “6 Ways to Shorten Your Sales Cycle”    Page  17  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 18. Blogging 101 Images •  Catch the reader’s eye •  Draw visually motivated readers into the content •  May also improve SEO        Page  18  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 19. Blogging 101 Outline The Problem What problem does your audience likely have and how you can help solve that solve in the post? Potential Problems •  Increase quality followers on Twitter •  Engage with media on Facebook •  Social media implementation & time managementPage  19  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 20. Blogging 101 Provide The Solution Once the problem is identified, offer your solution in a way the reader can fully understand. Possible formats: •  Step by step •  List •  ResourcesPage  20  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 21. Blogging 101Strong Call To ActionAsk readers to take a clear action.Possible actions:•  Share tips, feedback, insights•  Direct them to a landing page•  Download another form of content; ie: white paper, ebook, case study  Page  21  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 22. Agenda •  Blogging Fundamentals •  Create Content For Your Target Audience •  Your Blog & SEOPage  22  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 23. Blog as a Marketing Tool Blogs with great content can be effective marketing tools. Blog Blogs with great content that are optimized AND promoted create overwhelming competitive advantages. Blog keywords keywords keywordsPage  23  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 24. Blogging 101 SEO For Blogging Keyword in Title Keyword in post Develop a post concept with a keyword in mind to ensure that the post naturally speaks to that term. EnsureKeyword links the keyword is present into relevant key areas that help thewebpage reader and the search engine understand the them of the post.Page  24  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 25. Blogging 101 SEO For Blogging Keyword rankingPage  25  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al  
  • 26. Thank You!     For  more  :ps,  download  the  B2B  Blogging  Cheat  Sheet,   part  of  the  Marketo  Social  Media  Success  Kit.       www.Marketo.com  Page  26  ©  2012  Marketo,  Inc.     Marketo  Proprietary  and  Confiden:al