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THOUGHT LEADERSHIP IN BLOGGING ISABOUT THE “HOW” Customers used to be told “what” companies were doing, but now that blogs are around, they want the “how” Who are you and what do you stand for? What is your defined circle of influence?
TAKE A RISK WITH THOUGHT LEADERSHIPPeople want to hear your two cents about what goes on in yourindustry!
TO IMPLEMENT A RELATIONSHIP IN BLOGGING: Be clear Find out what your customers want Be Authentic Get rid of the Spiel ***Be Available***
CASE-IN-POINT OF AVOIDING THE HARD SELL“A few weeks went by, and I went to NYC for my Blogworldspeech. When I got back I ran into Joe at his bar and when wesat down to talk he asked me if I’d be interested in helping himwith social media.It’s funny because I used to joke with friends that an ideal jobwould be to work on social media strategy for a surf travelcompany. But what’s interesting about this is that ourconversations didn’t start with the intention of doingbusiness together. They started because of an interest inhis story and his blog.”SriniRao, The Skool of Life
CAN YOU USE ANALYTICS TO CREATERELATIONSHIPS?You can use analytics through the use of:-Inbound marketing management toolsWhich can help data mining and create: -Targeted offers
WHAT ARE TAGS?Yong-Mi Kim of the School of Information, University of Michiganwrote, states:“Tags are descriptive terms people attach to online content, either their own or other people…”
THE IRONIC CHALLENGE OF TAGGING FORIWM MARKETERS“…the irony is that the more useful and relevant yoursite becomes, the worse it may actually perform.”
WHERE DO TAGS SHINE FOR IWMMARKETERS?1. Key words in title tags2. Action words*** (this is where marketers can shine)3. Secondary key words4. Brand logo, URL, or Your name
SO …To recap, an effective blog works in IWM by: SEO and Optimization Expressing Thought Leadership Having Connectivity With Other Media Demonstrating Appealing Blog Design and Layout Formatting/Structuring/Pushing Content through Online Tags
CASE STUDY COMPETITIONThe Details: Judge whether or not the blogachieved 5 key components outlined Explain reasoning for why, or why not the blog case study was a failure What improvements could be made. Lutrov Interactive http://lutrov.com/blog
REFERENCES(2011). Blog posts design: important styling aspects. Template Monster. Retrieved fromhttp://blog.templatemonster.comBlog Maniac. (2004). Search engine optimization for blogs. Retrieved from http://www.blog-maniac.comCastillon, J. (2011, June 9). Tags & tag cloud-its value to online writing and SEO. OnlineWritingNiche. Retrieved fromhttp://onlkinewritingniche.comGriffiths, K. (2011, September 16). Learn the secret of writing commanding title tags for SEO. Retrieved from http://onlinemarketingandpromotionbasics.comHubspot. (2011). Marketing automation is the next cold calling. Mashable. Retrieved from http://mashable.comKessler, S. (2011). Top 5 mistakes to avoid on your company blog. Mashable Business. Retrieved from http://mashable.comThurman, R. (2011). Beyond social media: blogging as thought leadership. Retrieved from http://www.rosettathurman.comMoore, A. (2011). The inevitability of the tag management system. Online-Behaviour. Retrieved from http://online-behaviour.comPergolino, M. (2010, June 9). Why thought leadership rules the B2B world. Marketo. Retrieved from http://blog.marketo.comRao, S. (2011). How relationship marketing helped me land a dream client. Socialmouths. Retrieved from http://socialmouths.comSlideshare. (2009). Blogging for thought leadership. Retrieved from http://www.slideshare.netStafford, P. (2011, June 3). Relationship marketing-the new way to success? Blogging Tips. Retrieved from http://www.bloggingtips.com