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How to Blog for Business e-book

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How to Blog for Business e-book:
How you can attract loyal readers and dominate Google rankings. Exclusive interviews with Darren Rowse, Glenn Murray, Jonathan Crossfield, Liz Strauss and Valerie Khoo. By Adam Franklin & Toby Jenkins.

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    How to Blog for Business e-book How to Blog for Business e-book Presentation Transcript

    • Table of ContentsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 2Introduction by Adam Franklin & Toby JenkinsPlease ShareAcknowledgement & ThanksChapter 1. Darren Rowse: ProBlogger’s secrets for building a business blogChapter 2. Glenn Murray: SEO & blogging secretsChapter 3. Jonathan Crossfield: How to blogChapter 4. Liz Strauss: Blogging and social media Q & AChapter 5. Valerie Khoo: Why it is important to tell stories onlineConnect With The BloggersRecommended Readings4733513456264951
    • Table of ContentsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 3More of our free toolsConnect With Us5355
    • IntroductionHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 4If you want to hear first hand accounts from genuine bloggingexperts, then you’re in for a treat with this How to Blog for Businesse-book. As business owners, bloggers and content marketers,we’ve always aspired to learn from the best people in the industryand Darren Rowse, Glenn Murray, Jonathan Crossfield, Liz Straussand Valerie Khoo are without doubt genuine stars in the bloggingworld.We’ve been long-time fans of the people in this e-book so when wehad the privilege of interviewing them we were thrilled to be able todiscover and share their exclusive insights.Some personal highlights of the e-book include Liz Strauss’s gem,“There is information all over the web, but there is only oneyou!” and Darren Rowse, aka ProBlogger, on his 10th anniversaryof starting his blog, explaining that his success has come fromserving the needs of his readers. We hope this e-book serves youwell. And if you like it, please feel free to share it with your friends!All the best,Adam Franklin @Franklin_Adam& Toby Jenkins @Toby_JenkinsFounders, Bluewire Media
    • Please ShareIf you find this e-book useful, please feel free to blog about it, tweet it, link to it and share it with the world!The How to Blog for Business e-book is free & licensed under Creative Commons License, Attribution 3.0.This means you may edit or build upon the work, but you must give the original author proper attribution.The requested attribution is a link to this How to Blog for Business e-book page at http://www.bluewiremedia.com.au/how-to-blog-for-business-e-bookHow to Blog for Business: How you can attract loyalreaders and dominate Google rankings.www.bluewiremedia.com.au/how-to-blog-for-business-e-bookHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 5
    • Acknowledgement & ThanksThank You to Darren Rowse, Glenn Murray, Jonathan Crossfield, LizStrauss and Valerie Khoo. Your generosity with your time and insights is trulyappreciated.Thank you to Sarah McVeigh who interviewed Liz Strauss in San Francisco. Sarah was on her summer exchangeat San Jose University.Thank you to Montse Balbuena and Ashley Holloway for designing this e-­book.Thank you to Ann­-Maree Lee and Angela Logovik for editing and proofreading this e-­book.Thank you to Kyle Zenchyson who compiled some of the original interview transcripts.HOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 6
    • Chapter 1. Darren Rowse: ProBlogger’s secrets forbuilding a business blogDarren RowseDarren Rowse is the founder of ProBlogger.net and DigitalPhotography School which have a combined monthlyaudience of over 5 million people. He is an author, speakerand eBook publisher. Husband, and Dad to 3 boys. He loveslattes and Leicas.www.facebook.com/problogger@probloggerwww.problogger.netwww.Digital-Photography-School.comOther websites where you can find Darren RowseHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 7
    • ProBlogger’s secrets for building abusiness blogAdam Franklin caught up with Darren Rowse at his ProBlogger event in Melbourne recently and got to ask himabout how to get a business blog going. Here’s what they discussed.TranscriptAdam Franklin: Hi there it’s Adam Franklin and I’m here with Darren Rowse. You may know him asProBlogger, one of Australia’s premier bloggers. I’ve got a question for you... But first, thank you for having us atyour course this weekend.Darren Rowse: You’re welcome.Chapter 1. Darren Rowse: ProBlogger’s secrets forbuilding a business blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 8
    • Adam Franklin: You spoke a lot about from small things big things come andyou are obviously very successful; it’s taken 10 years, and congrats on your 10thyear anniversary. For business bloggers, what type of effort do they need to beputting in the early stages, and how long until they can expect genuine businessresults from a blog?Darren Rowse: It is one of those things it is hard to give an exact timeframeand the exact results that you will get. It is certainly is something that the moreyou put in the better results, and that is pretty much like anything in life; the moreyou work at it the better. I think for me, it is probably more important to understandwho you are trying to reach than the amount of time, so I would really be thinkingabout; what are the needs of my potential readers? If it is a business; who aremy customers, what are their needs, and how can I serve them through that?Doing that hard work is probably where most of the work, is actually identifying;what are we going to talk about this blog? And setting yourself some targets, interms of the writing that you are going to do, and then just consistently drippingout content that serves those needs.Who aremy customers,what are theirneeds, and howcan I serve themthrough that?Chapter 1. Darren Rowse: ProBlogger’s secrets forbuilding a business blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 9
    • Darren Rowse: I would probably spend a lotof time those first couple weeks, before you evenstart the blog, identifying needs and problems thatpeople have, and then in mapping out what to do.I think that is probably the hardest part. Once yougot those topics and those needs to write about, it isactually not that hard to create content, and it is thetype of content that you do not even think anyonewould, it is not even that important to you, becauseyou have forgotten all the lessons that you havelearned, but to other people, that is really importantstuff.Writing that really basic content that helps someoneovercome a certain need really does not take thatmuch time. The key is doing it consistently overtime, and just consistently publishing goodcontent....a lot of bloggers give up beforethey start because they are completelyparalysed and overwhelmed by thetechnology...Chapter 1. Darren Rowse: ProBlogger’s secrets forbuilding a business blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 10
    • Adam Franklin: Awesome. Where are some of the points where people give up, where they just need a bitmore encouragement that results are just around the corner? Where do you find, typically, they will fall over?Darren Rowse: Typically, I would say a lot of bloggers give up before they start because they arecompletely paralysed and overwhelmed by the technology, that is often the point. I have talked to a lot ofbloggers who have ideas for blogs but they do not act on them.The other point is usually about 3 months, and 3 months is the hard part because you do not get a lot offeedback from people. They say about 1% of visitors to a blog comment, so you could have 100 readers andnot be getting any feedback, at all. You are actually doing something relatively significant, but you are notgetting that interaction, so that is a really tough hurdle to get over, to start getting that engagement.Chapter 1. Darren Rowse: ProBlogger’s secrets forbuilding a business blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 11
    • Darren Rowse: Then I often find about a year... In a year I guess you lookback over a year and you think of all the work you have done on something, andfor a lot of people, that is the point where they evaluate whether they continue ornot. I personally find, yes, 2 or 3 years on my blogs is what it has taken to actuallyget over the hump, get that interaction, and to understand who my reader is,but also; what is my voice and how do I communicate to them?Adam Franklin: Awesome. Thank you so much for that, Darren. I reallyappreciate it. On Twitter he is @ProBlogger. I highly recommend you follow him onTwitter. Also read his blog. I have found it very valuable over the years.Darren Rowse: Thank you....2 or 3 yearson my blogs iswhat it has takento actually getover the hump...Chapter 1. Darren Rowse: ProBlogger’s secrets forbuilding a business blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 12
    • Glenn MurrayGlenn Murray is the founder of Divine Write, SilverPistol.com,PropertyBlurbs.com and CarBlurbs.com. He’s a specialistcopywriter who, enviably, works out his home on the NSWCentral Coast. He was a technical writer in the softwareindustry for 9 years, and now writes for leading brands andclients from all over the world. Loves reading and running.@divinewritewww.divinewrite.comOther websites where you can find Glenn Murraywww.SilverPistol.com www.CarBlurbs.comChapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 13
    • SEO & blogging secretsGlenn Murray’s SEO Secrets have been somewhat of a guiding light for Bluewire Media’s SEO efforts in recenttimes (along with the tips from our SEO friends at Reload Media of course). Glenn was generous enough withhis time to do this interview with us.TranscriptJust how important is blogging for SEO?For most businesses, blogging isn’t just important. It’s all important. Most businesses don’t have the luxuryof thousands of pages of user-generated content or viral content that is just so amazing that people can’t helpbut link to it. Most people are in a situation where they have to work at their content and they have to workat getting links to it. That’s why blogging is so effective because blogging allows you to easily create lots ofhelpful, informative and on-topic content that’s keyword-rich.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 14
    • It’s updated easily and when combined with an effective social media strategy, it allows you to get the word outthere so the people know about that content and link back to it. Google also likes blogs because they tend tobe content that is up to date, current and topical. That’s an important factor in Google’s success, being up toreturn that sort of material in its search results.Link other blogsOther bloggers like blogs too. It sounds like a given but it’s important inthe respect that you want people to link to your blog posts. In order for youto convince Google that your blog is important, you’ve got to have lots oflinks pointing to it. That’s how Google assesses importance and quality.So, it is important that other bloggers like blogs as opposed to liking justa static article. Bloggers prefer blogs, that’s where they feel at home andgeneral social media users do too. If you’ve ever tried to sustain bloggingfor a period of time, you know that it’s not easy. You know that to write blogposts and to keep coming up with quality content is very difficult. Bloggerstend to look to other bloggers for inspiration. They might use your blog postas a reinforcement of a point or to make a point. When they do that, they’llprobably link to you. That’s the money-link.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 15
    • That’s the important thing for your ranking. That’s the link that will tell Google thatyour site and blog post is important because it tends to be keyword-rich. Theanchor text tends to vary because people naturally write it so it might be the sameon every site. The link tends to appear on a page which is relevant to your contentbecause otherwise that blog wouldn’t be linking to you if you were irrelevant. Also,it tends to appear in a site that is relevant to yours for the same reasons. Blogswork for both Google, for the readers and other social media users and bloggersand that’s why they are very effective for SEO.Integrate TwitterThere has recently been some mounting evidence to suggest that if a lot ofpeople link to your post or your site in Twitter or they have a general conversationabout your site in Twitter, those links and conversations may actually impact yourranking. I spoke to quite a few SEO writers who have performed tests that suggestthis is the case. I’ve asked Greg Grothaus from Google about this and he didn’treally deny it but he really answered my question with another question. In myexperience, that’s an indication that something may be going on.For mostbusinesses,blogging isn’t justimportant. It’s allimportant.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 16
    • So, there is some evidence to indicate that the conversation in Twitter and the links in Twitter can increase yourranking and can get your site and your pages indexed quicker. This is important because from a bloggingperspective because bloggers are those who tweet most often. They’re using Twitter to support their SEOstrategy. By blogging and by engaging in social media, you’re accessing the people who are most likely tobe linking, tweeting and having conversations about your content. Therefore, you’re most likely to be in theposition to leverage this new ranking signal.What impact has blogging had on your business?My blogging stories aren’t very typical because when I started blogging I actually already had an establishedsite and a high ranking. I established my high ranking through the use of article marketing, which is a practicewhere you write lots of useful, informative, helpful articles you make freely available to other webmasters topublish on their sites in return for a link. It’s a trade. The link has to be a follow link of course. The trouble withthat practice is:It got spammed a lot.But secondly, I simply ran out of time to do it.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 17
    • Writing an article takes about the same time aswriting a blog post, so it can take anywhere fromtwo hours to a day to write. However, distributingthat article to all of the websites that make themavailable to other webmasters, can take anywherefrom a day to a week just for a single article. So youcan imagine if you’re trying to write an article a day,you could physically do that. Especially if you’re notvery busy with client work and you’re trying to buildup your client base. But there’s no way in the worldyou could distribute those articles.That practice for me became unsustainable. It was okay before I got really busy but once I got very busybecause I had a high ranking, I couldn’t sustain the practice. So I stopped and I didn’t focus on SEO at all forprobably a couple of years. And because I wasn’t blogging, I didn’t have lot of new content going up on mywebsite and over that couple of years my ranking slid from being in the top five for all my magic keywords tobeing on page two, sometimes page three. I had repeat clients, which was good, but you don’t like all youreggs being in one basket. I decided that I had to invest more time in SEO. Article marketing wasn’t going tobe to go.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 18
    • As it happens, I was at an SEO conference and I met Darren Rowse, who isProBlogger. Not surprisingly, he was talking about the benefits of bloggingand tweeting and I decided to follow his advice and get back on the bloggingbandwagon. I had done a lot of blogging in the past, I just hadn’t done it very wellor very strategically.As soon as I started following some good practices and investing time in mysocial media presence, two or three months later my ranking had poppedback up again so. I was once again in the top five for things like copywriter,copywriting, SEO copywriter, web copywriter - all the important key phrasesout there. That was entirely due to my blogging and my social media presence.Beyond that, I’ve met a great number of really cool people and developed somegood relationships in the social media space and that’s partly due to my bloggingand twitter use.I was onceagain in the topfive...Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 19
    • How much time should you commit to blogging?This is always a big question and this tends to be the speed hump that stops a lotof people getting into blogging. The truth of the matter is, any SEO is like any otherform of promotion. You need to invest in it, whether it’s money or time. If you’redoing your own blogging you really need to invest as much time as you can inblogging.I would imagine most people struggle to blog more than once a day. I wouldn’tgenerally recommend blogging more than once a day, anyway. Whatever youdo, blog as often as you can. As long as you’re not blogging more than oncea day, you can’t do any damage. This is in fact the advice that I offer to freelancecopywriters who contact me asking how to become a successful copywriter.You’ve got to invest every spare moment in SEO (blogging, Twitter or other socialmedia) and every spare cent in web design.You needto invest in it,whether it’smoney or time.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 20
    • What tips do you have on speeding up traction?Everyone wants to talk about traction because it’s frustrating if you’ve been blogging daily for a months andyou know no one’s listening or you feel no one’s listening, no one’s commenting, no one’s subscribing, no one’stweeting about you or your blog posts. It’s good to know that it’s possible and it’s good to get some adviceabout traction but unfortunately because my experience is not really typical, I may not be the best person tooffer advice. I already had traction when I started blogging. I had a good search engine ranking and somepresence in the SEO field and the copywriting field, so it wasn’t so hard for me to get traction. I’ll offer what Ican, but I’m by no means an expert on this. Obviously, the first thing I have to say is the same thing that everyone else says - write great content. If you want traction, you’ve got to write great content. There’s no way around that. Follow people on Twitter. Follow people who you think will be interested in your content. And when you post something that you legitimately think will help them (not sales or promotional material), let them know. Contact them directly and let them know. Either an @ reply or if you can contact them and give them a call, even better. Engage with them and help them out.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 21
    • Comment on other people’s blog posts. It seems crazy but when you comment, you show that you’re engaged in a community and prepared to help. People will listen and discuss and they might check out your blog and perhaps subscribe to it or at least talk about it. Guest posts are another useful way to go about it. For a similar reason, people will look at what you’ve got to say and you get in front of an audience that you wouldn’t normally get in front of. They may then come back to your website and read the other things that you’ve got to say and perhaps subscribe.One really important thing that I think isn’t discussed too often by people who talk about traction is your webdesign. It plays a very important part in the effectiveness of your blog. Let’s say you run a business websiteand your blog is there to support your SEO efforts. Your blog needs to be easily accessible, it needs to be avery prominent call to action and your blog itself needs to be in the top level navigation- Home, About Us,Products, Services, Blog. It needs to be one of those top level navigation items.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 22
    • Once people get to your blog, you need to try and keep them there, so makesubscription really easy, prominent and understandable. Don’t just settle forRSS because a lot of people don’t know what RSS is and a lot of people aren’tcomfortable with it. I know what RSS is but I don’t subscribe to any blogs by RSSbecause it just doesn’t fit with my work practices. Whenever I subscribe to a blog,I’ll subscribe via email. I have wanted to subscribe to blogs before and found thatthey didn’t have any email subscription facility, so I didn’t subscribe. Since then,I’ve found a facility called “Feed My Inbox” which is a website that allows youto subscribe with email to blogs that don’t have an email subscription. But mostpeople won’t know about that. If you want to capture a large percentage of youraudience who won’t use RSS, just give them an email subscription, it’s easy.If you want to hear from people who blog all about this stuff all the time, followDarren Rowse. He’s ProBlogger on Twitter. He blogs about blogging inwww.problogger.net. Follow Paul Cunningham on Twitter and his blog . They bothknow their blogging stuff. They come at it from different angles and they’re bothworth reading.If you wanttraction, you’’vegot to writegreat content.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 23
    • Who are your favourite bloggers?Darren Rowse would have to be one of them. He blogsabout blogging. He’s a professional blogger, that’s whathe does and that’s what he knows. He’s very good, he’salso a good guy. Paul Cunningham is another andagain. He blogs about blogging and blog developmentsas well. Angie’s Copywriting -www.angiescopywriting.com. She blogs aboutcopywriting and SEO issues.There’s one called The Frontal Cortex and it’s about brainneurons and psychological facts in decision-makingand buying. The blogger is Jonah Lehrer and the blogis The Frontal Cortex - www.scienceblogs.com/cortex/Of course, Jonathan Crossfield is another one of myfavourite bloggers. His Twitter handle is Kimota and he’sa copywriter. He’s very prominent and a good guy.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 24
    • Who should buy your ebook SEO Secrets?If you’re a hardcore SEO writer already, you’re not going to get much value outof it. But if you’re new to SEO or if you’re a marketer who’s finding it a little bitconfusing or an owner of a small business. It’s called SEO Secrets. It starts fromthe basics and works its way through.I’m actually an ex-technical writer from the software industry. For nine years I wrote manuals, so it’s kind of amanual on how to understand and make use of SEO. If you are relatively new to SEO but you want to go fromthe basics right through some pretty hardcore stuff, then you’ll find a lot of use in that book. I actually sellanother book called Practical SEO Copywriting and that is for more hardcore practitioners. If you already knowcopywriting and you wanna learn SEO copywriting, that book’s for you. If you’re an SEO copywriter and youwant to really brush-up on your skills, that book is for you as well.Chapter 2. Glenn Murray: SEO & blogging secretsHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 25
    • Jonathan CrossfieldJonathan Crossfield is a storyteller at JonathanCrossfield.com. He’s also a content marketer, awarded columnist,jobbing copywriter and angry blogger. Jonathan lives inSydney, Australia, with his wife and two cats, and he rantsand scribbles ghost stories.@kimotawww.jonathancrossfield.com/Other websites where you can find Jonathan CrossfieldChapter 3. Jonathan Crossfield: How to blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 26
    • How to blogTranscriptHow did you get started with blogging?I started blogging when I first came to work in Netregistry as a way for me to learn online marketing andbusiness very very quickly. My attitude has always been practice is better than theory. So if I wanted to learnabout SEO, if I wanted to learn about Social Media, if I wanted to learn about how to build a website, I had toget my hands dirty myself.So in the evenings, outside of work and starting my own blog, I’m making a few mistakes and buildingsomething so that when I did start writing for the magazine or advising people, I could talk from a place ofexperience. I know this works because of that experience, not because I have read it in a book somewhere orhave been told that this is good.Chapter 3. Jonathan Crossfield: How to blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 27
    • How important is it to keep the topic of your blogconsistent?This is something I’ve learnt and been battling with because a lot of people havedifferent opinions about this. Some people say a blog should be more free andloose, so if you do go off topic and start discussing something else, that’s what ablog is. It is supposed to be who you are as a person. Others of course say thata blog is more successful if you have a clear focus because people will sign upfor the focus. If it’s a blog about small business they expect it to be about smallbusiness every post otherwise they might unsubscribe. So there is a balancingact and it is probably somewhere in the middle.People will tolerate an out of topic post, for example if you are posting aboutMovember. If they have got to know you through a series of posts, then they knowthat’s just your personality coming through....there is abalancing actand it is probablysomewhere inthe middle.Chapter 3. Jonathan Crossfield: How to blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 28
    • What level of commitment did you need to put in to get results?That’s the 64 million dollar question isn’t it? It does take a while. When people come to me and say, “can youhelp me set up a blog for my business or my website or whatever the first thing I always point out to them is:PersistenceYour first post out there, no one’s going to read it. Your second post out there, no one’s going to read it. In factyour 10th, 20th, 50th post, you might have your Mum reading it if you are lucky. It really does take a long time foran audience to build. It is really a pebble rolling down a hill slowly gathering moss. That’s the best way to lookat it. But if don’t start pushing that pebble down the hill it will never ever become the boulder at the bottom. Thatanalogy goes off the rails there but you know what I mean.Chapter 3. Jonathan Crossfield: How to blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 29
    • Post frequentlyEven when the blog isn’t being successful, evenwhen you are the pebble, you have to treat it as if itis a success story. You have to treat it with the samepassion and same amount of regular posting andso on, even though you’re asking, “why am I postingtoday, only two people read my last one”. You stillneed to put the time in because eventually it willbreak. I was posting three times a week, which Ifound to be a good sort of average. It meant everytwo to three days there would be a new post thatwas up. I got into the habit of if I was home in theevening and I knew I hadn’t posted for a coupleof days, I actually started feeling guilty. Why am Iwatching a crappy TV show about people at theairport borders getting done with a frog in theirunderpants when I could be spending an hour onthe PC and putting up the next post?Even when the blog isn’t beingsuccessful, even when you are thepebble, you have to treat it as if it is asuccess story.Chapter 3. Jonathan Crossfield: How to blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 30
    • Links and SharingSo, I got into the guilt mode which made me do a lot more and by design and a certain amount of luck,because you never know when it will break, I actually had a couple of posts which became popular with otherpeople sharing them around. Then they would tell their friends and then their friends would come back and readthat post and they might subscribe and would start to grow from there.About eight months after I had started I put out one story that was picked up big. It went huge. It’s got themost comments I think the blog ever has had on one post. You scroll, scroll, scroll – no one ever reads thosecomments. It got syndicated around a lot of other blogs which produced a huge number of links back in,where people were either blogging their own comments about the post or reposting the post on their own blogswith a link-back. So it it got a humongous amount of links. That humongous amount of links also makes yourwebsite or blog far more visible, top of SEO rankings and certain keywords. Then suddenly I had to come upwith another post that all these people, who are now waiting to see what the comes next, will read. That’s whenthe pressure really came on. I have done it once, now I’ve got to keep that going.Chapter 3. Jonathan Crossfield: How to blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 31
    • What tips can you recommend to help people fast trackgetting their blog out there?It does go hand in hand with your other social media strategies. I think a blog thattries to exist by itself without also tapping into Facebook and Twitter and so onis handicapping itself. But don’t wait until you’ve got that brilliant, golden pieceof content before you think, “I need to get this out through twitter”. Because yourTwitter following won’t be strong enough to be able to get it where it needs to go.You need to be looking at these other strategies in tandem with your blog from dayone, for example, the various bookmarking sites or aggregation sites such as Digor StumbleUpon that allow people to vote for pages that they find are interesting.A lot of blogs get tracked in through that way. But you will not be able to go intothat crowd at a moments notice and say “hey I’ve got this piece of content, votethis up for me”, if they don’t already know who you are. So you need to be buildingup those relationships as you are building up the blog so when you have a pieceof content you really think could go big, you already have the networks that canhelp you to do so.Chapter 3. Jonathan Crossfield: How to blogHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 32
    • Liz StraussLiz Strauss is the founder of successful-blog.com andSOBCon, the high-touch business summit. She is also a socialweb and international business strategist, keynote speaker,prolific blogger and one of the most influential non-celebritieson the web.@lizstrausswww.lizstrauss.com/Other websites where you can find Liz Strausswww.facebook.com/lizstraussfanwww.successful-blog.comChapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 33
    • Blogging and social media Q & ABluewire Media had the pleasure of meeting and interviewing Liz Strauss - CEO of SOBCon, brand strategist,community builder and author of the widely acclaimed Successful Blog, while she was in San Francisco for theSocial Media Strategy Summit.In the interview, Liz covers how she helps businesses become ‘irresistible’ to their clients and customers.TranscriptI’m Liz Strauss. I’m a brand strategist and community builder, and I live inside your computer.Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 34
    • What’s your definition of ‘irresistible’ in business?Irresistible has to do with two or three things:“One is you have to take away all the things the customers don’t like. You have to enhance and thenbuild up the things the customers love, and then you put in something of extraordinary value that youcan do that customers would die for.”What’s are ingredients of a successfulblog?Well, one of the main ingredients of a successfulblog is a voice and great content that only you canprovide, because information is all over the Internet,but there’s only one you....one of the main ingredients of asuccessful blog is a voice...Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 35
    • I often talk about movie critics. If every movie critic just gave information, they would all be talking about thesame thing. But it’s their experience of the movie that they bring, that’s what actually makes them worth readingand talking about. My husband follows this one movie critic who he thinks is outstanding, and believes whathe writes, because he knows if that movie critic gives a movie four stars, that movie sucks. It’s like that for you.You’re the reason I read your blog.A lot of people say, “Where do I find the time?”It doesn’t have to take a lot of time. I was talking to someone on Twitter the otherday, and I was telling him that you only have to have one idea, and sharing thatwith a person is really the start of a conversation. A friend of mine got up nottoo long ago and looked at me and said, “I realise that successful people onlydo two things - talk and move.” And there’s a blog post in that. If you blog yourexperience with what you discover and who you know, it doesn’t have to be like150 million words. It can be just brief: something you know that I didn’t know.I realisethat successfulpeople only dotwo things - talkand move.Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 36
    • What are some of the ways business people can come upwith ideas for their blogs?I think the most compelling and profound blogs are blogs where . . . I have asaying that, the minute you put yourself in the centre of the universe, the universegoes out of balance. So, if you take a point of view that’s on the edge and you lookat your customers and make it more about who your customers are, celebratethem, write stories about your customers, remember your customers.One of the fastest ways to make a blog post is to send a customer three questionsabout them, and ask them to answer them. You’ve got a blog post right there. Sointerviewing customers, writing articles about businesses that you admire, that aredoing great things, there are lots of ways to write blog posts that don’t take a longtime.Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 37
    • “People.”People. It used to be that I would hold up this glassof orange juice and tell you how wonderful thisglass of orange juice is. Now I hold up this glass oforange juice and explain to you why this glass oforange juice is going to connect you to someoneelse. It’s not about the product anymore. It’s abouthow the product will help you connect to otherpeople.What do you see as the main difference between traditional marketing andmarketing in Web 2.0?Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 38
    • What are some of the ways that you market your own business?Well, it’s like being fully self-expressed. When you’re really into your business and you really know what you’reabout, it’s like talking about what you’re doing. I just talk about what I do all the time. What I think is criticallyimportant - one of the things I do a lot - is make sure that I’m talking about it online and offline. We do eventsoffline, we do events online, and I talk about it on Twitter. We talk about in on my blog. I talk to you about it. I’mdoing this. I live it.Any tips on how to build your network before you need it?It’s really interesting that some people, when they read someone, they get that person, so they get what thatperson can offer them right now. But my experience is that most people I read end up being more valuable tome three years from now. They represent an opportunity. A friend of mine, a young man who graduated fromcollege, was going for a job interview awhile back. I said, “Don’t look at this guy as the job. Look at this guyas a whole network of opportunities because you might not fit that job.” And, sure enough, that night he textme and he said, “You were so right. The guy said that I didn’t fit the job, but someone in the next departmenthad a job where I was perfect for it and I got that job. He walked me right over there.” So look at people asopportunities to connect to their whole network.Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 39
    • What are your tips on promoting blogs?Promote other people. Find people who are like you. First of all, your bestreaders, your best customers are always going to be people who look and thinklike you do, because we always think that other people who think like we do arereally, really smart. And people who don’t, we think, well, they’re are not so smartor are being difficult, whatever. So look for people who are interested in whatyou’re interested in, and be interested in them and promote them, becauseyou promote twelve other people, and those are twelve people who are goingto say you are a really nice guy. The best self-promotion is to promote otherThe best self-promotion is topromote otherpeople.What tips can you share for encouraging comments and generating dialogue?You have to understand that if you want to have a conversational blog, you’re actually writing an entirelydifferent kind of genre. There’s a difference between presentation and conversation. Presentation is like whatwe’re doing right now. Presentation is - I stand up and say a whole bunch of words and you listen. Conversationis - I put out one idea, and then it’s your turn to talk.Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 40
    • So you blog your experience, and then if you’re going to put up a list, like don’t rack your brain to put everypossible thing. I call it, ‘be complete, but don’t be thorough’...“Be complete, but don’t be thorough.”... If you are trying to make a list, put in as many things as come to mind and then stop. Don’t like try and fill it allthe way up. Leave room for other people to come in and add to your list. I came up with these seven. Howmany more can you add?If you put a question at the end, I spend probably 30% of my time on the title and 30% of my time on thequestion at the end. I make it a question that people actually want to answer. It’s not like, “What do you think?”They answer like, whatever they want. But ask a question that you can answer and that you would want toanswer if you were out there. A lot of people don’t do that.Then incorporate your experience. Don’t just like tie it all up in a bow either. If you write something that’s like aperfectly completed painting...Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 41
    • Have you ever been to a hotel that has a jigsaw puzzle laying out in the reception area - the lobby area - that’snot done? It sort of invites you to put a piece in it. But if the puzzle was done, you couldn’t add anything. Thebest you can do is go, “Oh, what a pretty puzzle.” “Great blog post”. So leave room for people to come inand add something and then ask them to.Then one of the other things that people often don’t do is, when somebody does leave a comment, theydon’t answer. Or if they do answer, they say, “Yeah, I agree with you”. But you could actually encourageconversation by saying, “Yeah, that’s a really good point, so what do you think?” Ask another question, rightthen and there to keep it going.Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 42
    • What are the most common fears about getting into social media?One is the one about time, which is . . . I’m not sure it’s really valid. There are lots of ways. Content is anotherone. Once you get into the habit of looking around, everything is something to write about. I usually help thembuild out a calendar. On Monday, let’s be motivational, On Tuesday, let’s do an interview. On Wednesday, let’spre-select some other things from the web.How often do I blog? As often as you want. But let’s be regular about it so people know when to expect yourstuff.A fear of the negative comments, which if you invite people, when you first start blogging, to be a part of yourblog, like guest bloggers, not famous guest bloggers, just people at your level, they own it. They often feel likethey own it. Then they help protect it. So when somebody comes along and tries to tear something down, theyprotect it for you. So I call that, ‘Raise a barn. Don’t build a Colosseum.‘Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 43
    • “Raise a barn. Don’t build a Colosseum.”A lot of people try and build up Facebook and then invite people. Just invite people from the very beginning tobe a part of the blog, and it’ll be a more friendly place.Who are some of the bloggers that you follow and think are irresistible?That’s my most least favourite question. I just read so, so many. I used to love Kathy Sierra’s blog when shestill wrote it. I, of course, read my friend Chris Brogan’s blog. I read Seth’s blog. I still read Nina’s blog everynow and then. I like reading blogs about blogging, and what’s kind of out there. I like touching on Jason Falls’blog and Dave’s, Shelly Kramer’s blog and my partner’s Terry Starbucker’s blog. I’m all over the place asyou can see when you read my cafe post every Friday.I like blogging.Chapter 4. Liz Strauss: Blogging and socialmedia Q & AHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 44
    • Valerie KhooValerie Khoo is the author of Power Stories and founder of theAustralian Writers’ Centre; also and investor, author, speaker,mentor, traveller and people-watcher. Valerie is an avid medianut and self-confessed technophile. Loves her pets.@valeriekhoowww.valeriekhoo.com/Other websites where you can find Valerie Khoowww.facebook.com/valeriekhoowww.powerstoriesbook.comChapter 5. Valerie Khoo: Why it is important totell storiesHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 45
    • Why it is important to tell storiesonlineAdam Franklin got the chance to interview Valerie about why it is important to tell stories in the online world.TranscriptAdam Franklin: Hi there it’s Adam Franklin and I’m here with Valerie Khoo, the author of ‘Power Stories’.Thanks for joining us Valerie.Valerie Khoo: Glad to be here.Chapter 5. Valerie Khoo: Why it is important totell storiesHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 46
    • Adam Franklin: Valerie’s taught us this morning about how to write businessbook. So thank you, it’s very valuable. Now, just with regards to the book, I’ve gota question: the book is called ‘Power Stories’, and I’m wondering why it’s importantto be telling stories in the online world.Valerie Khoo: I think it’s so important to be telling stories in the online worldbecause when it’s online, it’s there to stay. Therefore, it so much more easilyshareable. So your stories actually live on and are able to be spread far moreeasily than simply if you’re just talking to me like this.Adam Franklin: Okay. And what’s your favourite way to tell stories online?Valerie Khoo: I think that when you’re telling stories online, you need to find theformat that is going to suit you, that’s going to fit your personality, your timetable,and what really resonates with you. For me, I love blogging, and I do some videoas well. But I do communicate most of my stories through blogging. But, of course,that’s not necessarily going to suit everyone. You should find the format that’sgoing to be best for you....when it’sonline, it’s thereto stay.Chapter 5. Valerie Khoo: Why it is important totell storiesHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 47
    • Adam Franklin: Okay. Where can people go andread your blog, Valerie?Valerie Khoo: valeriekhoo.com.Adam Franklin: How about the book, where canthey find that?Valerie Khoo: powerstoriesbook.comAdam Franklin: Awesome. Thanks so much,Valerie....when you’re telling stories online,you need to find the format that is goingto suit you...Chapter 5. Valerie Khoo: Why it is important totell storiesHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 48
    • You can follow and connect with all of the people in this e-book on Twitter:@Toby_JenkinsToby JenkinsBluewire MediaCEO & Co-founder@ProBloggerDarren RowseProBloggerFounder@Franklin_AdamAdam FranklinBluewire MediaMarketing Manager &Co-founder@DivineWriteGlenn MurrayDivine WriteCopywriterConnect With The BloggersFeel free to contact us at our e-mails:adam.franklin@bluewiremedia.com.autoby.jenkins@bluewiremedia.com.auHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 49
    • @LizStraussLiz StraussSuccessful-Blog.comFounder@ValerieKhooValerie KhooAustralianWriters’CentreFounder@kimotaJonathan CrossfieldJonathan Crossfield.comWriter & MarketerHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 50
    • Recommended ReadingProductsIf youd like to explore the ideas in this e-book even further, here are the products that these bloggers haveavailable.31 Days to Build a BetterBlogby Darren RowseThe Copywriting Scorecard forBloggersby Darren Rowse & Glenn MurraySEO Secretsby Glenn MurraySEO Copywritingby Glenn MurrayHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 51
    • DIY Web Strategy Toolkitby Adam Franklin &Toby JenkinsThe Secret to Writing a Success-ful and Outstanding Blogby Liz StraussProductsProBlogger’s Guide to Bloggingfor Your Businessby Mark Haywardbased on Darren RowsePower Storiesby Valerie KhooHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 52
    • More of our free toolsSocial MediaPlanning TemplateSocial MediaGuidelines TemplateEditorial CalendarTemplateHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 53Web StrategyPlanning TemplateWeb StrategySecrets e-bookInbound Marketingfor Business
    • Enjoy applying the knowledge you have gained from the sharedexperience of these diverse experts.Thank You!HOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 54
    • Connect With UsBluewire Mediawww.bluewiremedia.com.auBluewire Media helps implement and embed an InboundMarketing System in your business. Clients are usuallysuccessful businesses that want help building their webmarketing function in order to attract more leads, morecustomers and more revenue.If you would like a hand with building your web marketing function,please get in touch with Bluewire Media via1300 258 394 (1300 BLUEWIRE) orwww.bluewiremedia.com.auHOW TO BLOG FOR BUSINESSHow you can attract loyal readers and dominate Google rankings.FREE DOWNLOAD: www.bluewiremedia.com.au/how-to-blog-for-business-e-book 14/05/2013 Version 1.6 55