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Rock Your Business Blog

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Creative yet inexpensive Internet marketing techniques such as blogging can build a company’s online presence, spawn brand loyalty, and generate leads/results. Through comprehensive SEO techniques and …

Creative yet inexpensive Internet marketing techniques such as blogging can build a company’s online presence, spawn brand loyalty, and generate leads/results. Through comprehensive SEO techniques and other inbound marketing methodologies, companies can increase website traffic and be top-of-mind for those discussing similar topics.

Because a corporate blog is a place for customers, prospects and like-minded individuals to share ideas, it reinforces a company’s image and brand as a thought-leader. This session will discuss what kind of content you can create to attract your customers, how to bring people to your blog and how to keep the momentum going. We’ll also cover how you can measure your success so you know what works and what doesn’t.

Published in: Business, Technology

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  • That's what we trying to do here in New Zealand. Trying to change the mindset of the Businesses to have better Internet Presence
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  • Shopping online at Esiazon Store, Find quality products. Software, e-books, toys, beuty and much more. Soon the message now ..
    www.esiazon.com
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  • Shopping online at Esiazon Store, Find quality products. Software, e-books, toys, beuty and much more. Soon the message now ..www.esiazon.com
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    Your message goes here
  • I do like your presentation and especially the 5 keys to a successful blog. I think the first one in 'Identify Target Personas' is the most important as if the choice was incorrect the rest of the steps would not matter

    Baby Boomers Internet Journey
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  • A great guide for businesses and marketing Karen, well done, not like Amway http://network21amway.blogspot.com/2010/07/what-is-amway.html
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  • 1. Rock My Business Blog
    Slides: SlideShare.net/HubSpot
    Twitter: @KarenRubin
    Karen Rubin
    HubSpot Product Owner
  • 2. Agenda
    About HubSpot & Inbound Marketing
    Five Keys to a Successful Blog
    Identify Target Personas
    Create a Mix of Posts
    Write Great Posts
    Sustain It
    Spread It
    How to Measure Your Blog
  • 3. What’s HubSpot?
    • Founded in July 2006 from research at MIT
    Cambridge, MA
    • 2,500 customers, 100+ employees
    3
  • 4. Outbound Marketing
    800-555-1234
    Annoying
    Salesperson
  • 5. Inbound Marketing
  • 6. Rethinking Marketing
    Outbound Marketing
    Telemarketing
    Trade shows
    Direct mail
    Email blasts
    Print ads
    TV/radio ads
    Inbound Marketing
    SEO / SEM
    Blogging
    Social Media
    RSS
    Free tools/trials
    Viral videos
    Interruption
    Permission
  • 7. Exponential Effects
  • 8. Agenda
    About HubSpot & Inbound Marketing
    Five Keys to a Successful Blog
    Identify Target Personas
    Create a Mix of Posts
    Write Great Posts
    Sustain It
    Spread It
    How to Measure Your Blog
  • 9. Key #1: Identify Target Personas
    Kadient photo by: David Meerman Scott
  • 10. Your Content Pulls in Your Personas
    “Create the kind of online content that your buyers naturally gravitate to.”
    • David Meerman Scott
    Author of The New Rules of Marketing & PR
    www.webinknow.com
  • 11. What Keywords Will Attract Your Personas?
    Fill posts with them
    Build an archive of content full of them
  • 12. How We Pick Keywords: Keyword Grader
  • 13. A Word of Caution
    Writing for your personas DOES NOT mean writing about the products and services you sell them
    Write about the things they want to learn about
  • 14. Key #2: Create a Mix of Posts
    Flickr Photo: jek-a-go-go
  • 15. Plan a Mix of Posts
    News
    Opinion
    Feature
    Photos
    Video
  • 16. Many Types of Posts Get Traffic
  • 17. Raisin Bran – Basic, Everyday Posts
    How to posts
    Rich in keywords
    Get good at whipping them out
    Make sure they’re useful
    Flickr Photo: greeneyesmilw
  • 18. Spinach – Healthy, Thoughtful Posts
    Should establish your site as a thought leader in the industry
    Put time into them
    Don’t do too many
    Flickr Photo: ulteriorepicture
  • 19. Roasts – Big Blog Projects
    Lots of work
    Lots of links, discussion and attention
    Pick them well
  • 20. Tabasco – Posts That Start Fires
    Make a bold statement
    Be prepared to defend yourself
    Lots of comments and links
    Too many of these posts could lose trust
    Flickr Photo: ANOXLOU
  • 21. Chocolate Cake – The Sweet Stuff
    These posts make your blog fun
    A chance to poke fun at yourself
    Lots of traffic/links
    Often video, images
    Flickr Photo: scubadive67
  • 22. Key #3: Write Great Posts
    Flickr Photo: Olivander
  • 23. No Need to Be Hemingway
    Just follow a few simple rules.
    Photo: Wikipedia
  • 24. Tips for Post Structure
    Use Headings
    500-800 words (or shorter!)
    Lists are OK (just not too many)
    1 idea per post
  • 25. Blog Topic Ideas
    List of 5 ideas, trends or thoughts
    Publish a list of links
    Take a recent experience and share it
    Answer questions you received recently
    Comment on other blog articles
    Turn a press release into a blog article
    Check your email outbox
  • 26. Always Add a Photo
    Flickr
    iStockphoto
    Shoot your own
  • 27. How to Search for a Flickr Photo
    Go to Advanced Search
    Then search for CC licensed photos
  • 28. Where Do You Get Ideas?
    Everywhere
    Keep a list
    When you learn something, flesh it out
    Ask your readers
  • 29. Write Great Headlines
  • 30. How to Write Great Headlines
    Write the headline before the article
    Imagine the reader won’t see the article
    Surprise people
    No spelling errors!
    Use your keywords
  • 31. Blog Article Titles
    Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?”
    Enticing: “12 Quick Tips To Search Google Like An Expert”
    SEO: “Free Advertising on Google”
    6th Most Popular HubSpot Blog Article
  • 32. Key #4: Sustain It
    Flickr Photo: michalo
  • 33. Pick a Publishing Schedule
    Once a week? Every Monday and Wednesday?
    Stick to it
    The goal is to build up a body of keyword-rich content (create an asset)
  • 34. Different Ways of Doing Posts
    Email interviews
    Video interviews (conferences, office visitors, clients)
    Guest posts from people with similar blogs
    “Best of” lists
    “How we do it” posts
  • 35. Should I Hire People?
    It depends.
    Pros:
    You don’t have to do the work
    You hire a “professional writer”
    Cons:
    Nobody knows your business like you do
    You don’t build your personal reputation
    You don’t participate in the conversation
  • 36. Key #5: Spread It
    Flickr Photo: felipearte
  • 37. Think of Blogging Like a Job Search
    Would you sit at home and wait for a call?
  • 38. Take Comments Seriously
    Make sure you comment back
    Find out who the people are
    Follow their links
    Subscribe to their blog, follow them on Twitter
    Use these links
  • 39. Why Leave Comments?
    Karma
    Get noticed by other bloggers
    Get noticed by other blog readers
    Get links back to your blog
    Thought leadership
  • 40. Tips on Comments
    Increase the value of the article:
    Share an example
    Add a point
    Add a useful link
    Disagree
    Ask a question
    Use your real name (not company)
  • 41. Publish on Social Media
    Post directly
    Post via twitterfeed.com automatically
    • Post to your status
    • 42. Post automatically via a feed to your fan or profile page
    Also consider LinkedIn, other sites.
  • 43. Where Do You Link to Your Blog?
    Your homepage
    Press releases
    Business cards
    Email signatures
  • 44. Agenda
    About HubSpot & Inbound Marketing
    Five Keys to a Successful Blog
    Identify Target Personas
    Create a Mix of Posts
    Write Great Posts
    Sustain It
    Spread It
    How to Measure Your Blog
  • 45. Metric #1: Subscriptions
    A measure of you blog’s total reach
    A “sticky” number
  • 46. Metric #2: Pageviews
    Great for media sites selling display advertising
    Potential problems for your business:
    Doesn’t measure RSS
    Weak measure of engagement
    What’s the business value of a “view”?
  • 47. Metric #3: Comments
    Quantitatively, a good indicator of engagement
    Qualitatively, a great way to listen to market
  • 48. Metric #4: Inbound Links
    Measure the SEO impact of your blog
    An indicator of your blog’s role in outside conversations
  • 49. Metric #5: Conversions
  • 50. Thank You! Any Questions?
    Learn more about HubSpot:
    http://www.HubSpot.com/Demo
    Free tools:
    http://Grader.com
    Karen Rubin
    Product Owner
    HubSpot
    Twitter: http://twitter.com/karenrubin
    LinkedIn: http://www.linkedin.com/in/karenrubin