Overlooked Overlaps

Lessons shared betweenbloggers and marketers

Who is this guy? christopher STEMBOROWSKI @cjstem Associate Communication Strategist @ Oxford Communications (Lambertville, NJ) Owner of Christopher’s Slightly Neglected Blog @ cjstem.com

Bloggersthis presentation Marketers

Bloggers & Marketers:•Run in the same circles•Constantly learn from each other•Work together on projects•Share lots of practices

The Obvious Overlaps•Engagement principles & practices•The beneﬁt of the right frequency•Using metrics to track activity•Search Engine Optimization

The Overlooked Overlaps1. Series2. Relationships3. Risky Business4. Being Unique5. Syndicating Content6. Campaigns7. Checks & Balances8. Editorial Calendars9. Tracking KPIs10. Measuring Results

SeriesBloggers will make a seriesout of just aboutanything ... marketersshould look for moreopportunities to do the

Relationships Bloggers don’t need a reason tomake friends ... marketers are stilllearning it is best to make friends before you need them!

When it comes to bloggeroutreach, the point we alwaysemphasize is that you have tobuild relationships withbloggers before you needthem, not when you needthem. -Jay Baer

Risky BusinessBloggers are much more likely totake risks and try somethingnew ... marketers should seek topush the boundaries more often.

Imagine a brand that wouldrepeatedly say, “we’ve neverdone this, but let’s give this atry.And, while we’re at it, let usvideo tape this and share it withyou?”

Does that say “Clickon my head?”(it sure does!)

Syndication is about using thesame content multiple places,and thereby gaining exposure tomultiple audiences.It is not RSS feeds orrepurposing content .(Though each of these are good in their own right,when used correctly.)

Pete Cashmore has his own blogthat attracts more than50,000,000 pageviews/month. Yet, about once a month, he’ll write for CNN.com.

... and then he syndicatesthe content.

Marketers love a goodcampaign. Campaigns get thejuices (and egos) ﬂowing. Agood campaign can make abeautiful case study and caneven win an award on occasion.But a series, where is theglamour in that?

Series or campaign?

CAMPAIGN

Elements that make this acampaign:1. Objectives2. Planned ending3. Narrative arc4. Multi-channel

Elements that make this acampaign:1. Objectives2. Planned ending3. Narrative arc4. Multi-channelWhat would a campaignon your blog look like?

We’re good, maybe even great,but nobody is perfect.That’s why agencies haveeverything proofed.

Typos happen, but take stepsto avoid them, or else ...

My suggestion:Reciprocal prooﬁng. Partnerwith another blogger youknow, and be each other’sproof readers!

Editorial CalendarsSmart agencies use editorialcalendars to plan contentahead of time. It helps youorganize thoughts, beprepared, and cover theright topics ... bloggersshould consider planningtheir content out a fewweeks.

Editorial Calendars Smart agencies use editorial calendars to plan content ahead of time. It helps you organize thoughts, be prepared, and cover the right topics ... bloggers should consider planning their content out a few weeks.A nice tool, but not thebe all, end all.

Tracking KPIsSelect metrics that matter, andtrack those. Just because you canmeasure what countries yourtraffic is coming from, does notmean that is important to you.These are your KPIs. KPI = Key Performance Indicator

What am I gettingfor my efforts?

What am I gettingfor my efforts?Having metrics is step one.Deciding what measuresindicate success is step two.Reﬁning what you’re doing untilyou get what you want fromyour efforts is step three.

Connect with Christopher @cjstem cstemborowski@gmail.com http://www.slideshare.net/ ChristopherStemborowski http://www.linkedin.com/in/ christopherstemborowski

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Overlooked Overlaps

by Christopher Stemborowski on Oct 03, 2011

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