Jed Williams - The Business of Blogging: From Engagement to Leads
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  • 1. The Business of Blogging: From Engagement to Leads Jed Williams VP, Strategic Consulting Senior Analyst BIA/Kelsey The Business of Blogging: From Engagement to Leads March 3, 2014
  • 2. Today’s Mission  Examine the ROI gaps that exist for SMB bloggers  Focus on lead-building and revenue-creating best practices:  Drive clear calls to action  Understand “conversion journeys “  Keep SEO front & center  Build focused social media distribution  Create companywide buy-in
  • 3. Source: BIA/Kelsey, LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. 52.1% 39.4% 32.2% 31.7% 31.2% 28.0% 26.1% 24.6% 24.5% 0% 10% 20% 30% 40% 50% 60% ▪ 5 of the top 9 channels are Digital ▪ All 5 Digital channels are “Owned Media” ▪ Blogs are 16th (19%) Media Used for Advertising & Promotion: Strong Digital Migration Media Used for Advertising & Promotion: Strong Digital Migration
  • 4. Source: BIA/Kelsey, LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Frequency of Updating Online Properties 31.2% 41.7% 29.7% 28.0% 29.9% 22.4% 26.2% 30.3% 47.1% 29.6% 39.5% 40.6% 36.0% 32.8% 28.2% 23.0% 78.3% 71.3% 69.2% 68.6% 65.9% 55.2% 54.4% 53.3% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Top 2 Daily Frequency of Updating Online Properties
  • 5. Source: BIA/Kelsey, LCM Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. ROI Assessment of Media Used For Advertising & Promotion 30.4% 29.5% 21.9% 26.0% 26.1% 19.1% 21.5% 20.5% 16.1% 26.0% 20.7% 22.2% 16.7% 17.2% 17.6% 19.2% 18.3% 18.8% 15.7% 17.1% 13.6% 12.5% 21.7% 20.5% 26.6% 22.0% 19.3% 25.5% 22.8% 23.1% 26.8% 15.1% 19.0% 16.7% 21.2% 20.3% 19.4% 16.8% 16.5% 15.8% 17.6% 15.8% 18.6% 15.2% 52.1% 50.0% 48.5% 48.0% 45.4% 44.6% 44.3% 43.6% 42.9% 41.1% 39.7% 38.9% 37.9% 37.5% 37.0% 36.0% 34.8% 34.6% 33.3% 32.9% 32.2% 27.7% 0% 20% 40% 60% Top 2 Extraordinary Over 20x Spend ▪ Blogging ranks 15th in ROI ROI Assessment of Media Used For Advertising & Promotion
  • 6. Common Traits of Successful Bloggers
  • 7. Clear Call to Action (and only 1)  Never sacrifice quality, but have a clear business objective  This often varies by target “buyer persona” or product/service  Lots of possible Conversion Actions:  Calls, Forms, Downloads, Subscriptions, Registrations, Purchases
  • 8. Case Study: HubSpot - Clear Call to Action
  • 9. Understand “Conversion Journeys”  For target customer groups, build “buyer personas”  Map personas to content paths that influence conversion (ex. Visitors vs. Leads vs. Customers) (ex. specific product/service)  Requires deeper analytics & cross-channel attribution
  • 10. Always Think SEO  Content quantity and quality BOTH matter  Keywords: Primary & long tail  More content pages = more keywords  Tie blog content to Google Authorship (reputation & CTRs)
  • 11. Case Study Example: Long Tail Keywords  Built a network of blogs connected to the brand  Each serves a dedicated audience and ranks for niche keywords
  • 12. Focused Social Distribution Is Critical  Connect Blog & Social for streamlined Content Marketing strategy  Social = WOM & Traffic…but also tie to Conversions  Social Focus:  The channels that match your customers  Content to support your strategy
  • 13. Case Study: Social Referral The average visit time is substantially higher for referrals on Facebook than those from search engines
  • 14. Companywide Buy-In  Blogging should be “cultural”…everyone should contribute  Showcase diversity of voices & expertise  This starts at the TOP
  • 15. Thank You! Jed Williams jwilliams@biakelsey.com @williamsjed Copyright © 2014 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.