Blogging In The Age Of Modern Marketing

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Watch webinar: http://hub.uberflip.com/h/i/18097283-webinar-blogging-in-the-age-of-modern-marketing …

Watch webinar: http://hub.uberflip.com/h/i/18097283-webinar-blogging-in-the-age-of-modern-marketing

As it turns out, simply having a blog does not mean your blog is working for you. After all, let’s not forget your blog’s main purpose: to generate new leads for your business. You could get 100,000 visitors every day, but if you’re only converting 1 of those visitors into a lead then it’s not really effective marketing, now, is it?

In this presentation, we’ll teach you how to turn your blog into the ultimate marketing tool it’s supposed to be. Whether you’re new to blogging or have been blogging for years, there are important principles to understand in order to make your blog effective. We go over best practices on how to:

-Determine the purpose and focus of your blog
-Better understand your audience personas
-Create relevant content that builds stronger relationships -with your audience
-Leverage your blog to gather new leads for your business

http://www.uberflip.com

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  • This is a really helpful post.
    I'm a blogger myself and think I seem pretty on track according to this.
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  • What if you just enjoy telling stories about your industry? Not everything you do has to bring you leads.
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Transcript

  • 1. @SamBrennand Customer Success Lead @HanaAbaza Director of Marketing BLOGGING IN THE AGE OF MODERN MARKETING
  • 2. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip HOUSEKEEPING! Get your tweet on with #uberflip We’ll email slides and recording Q & A at the end, use the chat box (If we run out of time, tweet us!) Uberflip demo at the end
  • 3. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip IS YOUR BLOG YOUR WORKING? 2.73 million blog posts are published daily (that’s 1,896 every minute!) Source: hub.uberflip.com
  • 4. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip ONLY 42% OF B2B MARKETERS SAY THEIR BLOG IS EFFECTIVE BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip Source: Content Marketing Institute
  • 5. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip WHY BLOG? Lower acquisition cost (up to 80% drop in 5 months) Educate (existing & potential) customers Increase retention (reduce churn) Enable Sales (close deals faster)
  • 6. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip BIGGEST BLOGGING BLUNDERS
  • 7. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip 1. NO PURPOSE §  What is the goal of your blog? §  Lead generation? Awareness? Both? §  Once you have a purpose, then choose a metric that shows progress
  • 8. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip §  Pick your angle §  Spend time writing headlines §  Add visuals when possible §  Beware of content shock! 2. CARELESS CONTENT
  • 9. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip 3. SHODDY CONTENT EXPERIENCE
  • 10. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip §  Meet John. He does everything on his iPhone §  Your content must be mobile friendly §  If not, you’ll sacrifice §  Conversion rates §  Number of leads §  Engagement Make It Mobile
  • 11. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip §  Easy to browse your content §  Easy to navigate (good menu structure) §  Easy to find stuff (search ability) Make It Easy
  • 12. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip §  Create a path for engagement and tell people where to go next: §  Call to actions §  Recommended content §  Option to subscribe Make A Path
  • 13. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip §  No distinct call to action §  No recommended content §  Nowhere to subscribe §  No images or videos §  No links to learn more AVOID THIS!
  • 14. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip TRY THIS Call to action Recommend content Useful image More links
  • 15. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip §  How often do you publish content? §  Train people to expect content from you §  Be consistent – whether it once per day, week or month 4. NO CONSISTENCY
  • 16. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip §  Let the data help guide your strategy §  Have the right tools in place: §  Google analytics, Kissmetrics etc §  Marketing Automation §  Uberflip! (shameless plug) 5. MARKETING WITHOUT METRICS
  • 17. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip ENGAGEMENT VS. BUSINESS METRICS Engagement Metrics §  Page views §  Social shares §  Time on site §  Pages per visit Business Metrics §  Number of leads generated §  CTA conversion §  Number of customers §  Lead to customer conversion
  • 18. BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip QUICK RECAP 1.  Define the purpose of your blog 2.  Take time to craft good content 3.  Create a killer content experience 4.  Be consistent! 5.  Let your metrics guide you
  • 19. Q & A #uberflip @HanaAbaza @SamBrennand
  • 20. Like the slides? You’ll love the webinar! #uberflip WATCH THE WEBINAR