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Intro to B2B Blogging

by Wendy K. Emerson

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Today I spoke at Social Media Conference (Biz Buzz) on B2B Blogging. The deck as presented today walks you through the following:...

Today I spoke at Social Media Conference (Biz Buzz) on B2B Blogging. The deck as presented today walks you through the following:

- Things to think about before you start blogging
- Why you might want your B2B (or B2C) company to have a blog
- What keywords are important to your blog
- How to organize your content for your blog
- What you might write about on your blog
- How to market your blog and share via social media
- High level measurement of blog traffic, referral sources, keywords and top content (and how to use it)
- and what to do if you get stuck for lack of blog content.

Happy Reading!

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Intro to B2B Blogging Presentation Transcript

An Intro to B2B Blogging Wendy K. Emerson Social Media & Marketing Manager SIGMA Marketing Group @SocialPMChick

3 Take-Aways from Today• Why you should have a blog.• What you should blog about.• How to promote your blog.

What does she know anyway?• Small Business B2B Blogs• Currently Manage Award Winning B2B Blog for Marketing Services Firm in Rochester, NY

What is a Blog?Frequently updatedweb property focusedon a particular topicor theme.

Why Blog?- Raise brand awareness - You’re not Pepsi or Nike- Build thought leadership about a topic - You know how to solve a problem- Increase web traffic to company website - Blogs can enhance your web SEO- Reach new audiences - Go beyond your traditional marketing channels

Viral Brand Evangelism Expanded Network Increases in - Blog Readership & Comments - Website Traffic from Social - Twitter Following - Facebook “Likes” and Interactions - Lead Capture via online form - Email Opt-Ins - Event Attendance SALES New Evangelists 6

B2B companiesthat blog generate67% more leadsper month thanthose who do not. Source: Hubspot, State of Inbound Marketing Lead Generation Report, 2010 Image Credit: Renjith Krishnan

How do I start a blog?

Start Thinking in Terms of Search• How do your customers currently search? – List out those key words or phrases.• Who is buying your product or service? – What vertical markets do you serve?• What problems do your products solve? – How might someone search for the solution? Base Line SEO Keywords

Then think about your readers. Who are they?

What are my readers looking for?• What Vertical Markets do you serve? – Write unique content for each market• Who is buying your product or service? – Write content for each product or service• What are the problems that your product or service will solve, and for who? – Answer questions that provide value about your product or service• What are their pain points? – How will your product or service make life easier for the customer?

Consider Different Reader Types• User Buyer – How will this product or solution make my life easier or better?• Financial Buyer – How will this product or solution make money? – What is the ROI? Speak to BOTH!

Organize your content.• Create Topic Categories – By Vertical Marketing – By Product or Service Offering Type – By Top Search Phrases – By Functional Group in your Organization

I’ve got categories and keywords – NOW WHAT?Add a layer of depth to what your company websitealready provides in content:• Expand on FAQs and Glossaries.• Success Stories.• Explore common problems.• Possible uses for your product that your readers may not have considered.• Industry news and trends.• How-To information

Leverage other people’s content.Review a whitepaper or report.Pull out 4 or 5things that stuckout to you andwrite about those.

Videos / Photos / PresentationsYouTube VideosSlideShare DecksPhoto Gallerys

Lists make great content!• 10 Trends in ______________• 5 Ways to improve ___________• 6 Things to avoid when _________• 10 most popular articles for _________• 8 Most read posts on _____________• 12 Facts about ____________ Great fillers when low on content…

Yes, your blog is a sales tool, but… Your blog should nurture and feed… not sell.

How Often Do I Publish?

Most Posts = More TrafficThere is a directcorrelation betweenhow often youpublish to yourblog, and how muchtraffic your bloggenerates. Source: HubSpot

More Traffic = More LeadsCompanies who blogged morethan 5 times per monthconsistently grew volume ofleads.Companies that blogged 5 timesper week – gained on average 4times more leads. Source: HubSpot

The Search FactorEvery blog post is a possible landing page intoyour website.

Link to your websiteLink related keywords in your posts right back toyour website.

Make it easy to share.Enable your readers to:• Tweet it!• Like it!• Share it!

Once You’ve PublishedCongrats! You’ve got a blog with content.Now share it with the world! – Tweet It – Post it on Facebook – Submit to sites like StumbleUpon, DIGG, Delicious – Share it in LinkedIn Groups

Helpful Tip…Don’t stop growing your networks – the biggeryour network, the further your content willreach! – Engage people on Twitter – Comment on other related blogs – Participate in LinkedIn discussions – Engage fans on Facebook

Blog Aggregators / Syndication

Pay Attention to Analytics

What if I get stuck for content?iGoogle Blog FeedTwitter StreamFacebook News FeedRefresh Old Content There is ALWAYS something to write about…

Free Blog ResourcesBlog Platforms• WordPress• Blogger (Google)• TypePad• Tumblr Measurement • Google Analytics • Post Rank • Bit.ly

Remember…If you are not talkingabout it……chances are yourcompetition is!

Recap• Why you might want to blog• Who are you blogging for• What are you blogging about• How often you might want to blog• What you do with your published blog• How will you measure it?• How can you keep it going…