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The Importance of Blogging for Your Business

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Having a blog for your business can bring so many benefits when it comes to promoting your brand, building engagement and increasing traffic to your website.

Having a blog for your business can bring so many benefits when it comes to promoting your brand, building engagement and increasing traffic to your website.

Published in: Marketing

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  • 1. The Importance of Business Blogging Victoria Edwards Digital Content Strategist
  • 2. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 2 • @tallchickvic • linkedin.com/in/victorialedwards • victoria.edwards@floridablue.com • victoria-edwards.com Where you can find me…
  • 3. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 3 When I am not working…
  • 4. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. OVERVIEW • What is Search Engine Optimization? • Why blogging is important to your business • Things to consider when building a blog • Tips on how to develop content 4
  • 5. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 5 What is Search Engine Optimization? Search engine optimization (SEO) is a collection of techniques used to increase a Web site's ranking in search engine results pages.
  • 6. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 6 What is Search Engine Optimization? • Not just about the search engines, but people too! And…. • How your website is laid out (architecture) • The type of content you have (good quality) • How active you are in social media • Who is linking to your site and the amount of good quality links
  • 7. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 7 http://searchengineland.com/seotable
  • 8. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 8 “Content marketing will move from buzzword to mature marketing movement in 2014. From an SEO perspective, Google will be looking at companies that have robust content marketing efforts as a sign that they're the kind of business Google wants to support.” ~Jayson DeMers, Search Engine Watch
  • 9. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 9 Why Blogging is Important to Your Business? • Drives traffic to your website • Aides in Search Engine Optimization (SEO) • Position your brand as an industry leader • Develop better customer relationships
  • 10. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 10 Why Blogging is Important to Your Business? And…. • Can aid in lead generation • Conversion =
  • 11. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 11 Drives Traffic to Your Website • Multiple blog posts will increase the number of indexed pages in search engines. • This creates multiple entry points into your website from search engines and other sources.
  • 12. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. Aides Search Engine Optimization (SEO) 12 • Website and blog will start to rank for keywords you are wishing to target • Your great content you produce will make others want to link to it • And also will be shared more in social media
  • 13. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. Position Your Brand as an Industry Leader 13 • Content will help you develop trust with your audience • Will position you as a subject matter expert
  • 14. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. Develop Better Customer Relationships 14 • Developing content to: o Solve their problem o Entertain your audience o Educate your customers
  • 15. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. Things to Consider When Building a Blog 15 • What platform will you use? • How frequently will you be able to post? • What keywords do you want to rank for? • What will you write about? • What other types of content will you create?
  • 16. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. What platform will you use? 16 • Find one that is: o Easy to use o Easy to update o Backend is SEO friendly
  • 17. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. What Platform will You Use? 17 • Many Content Management Systems (CMS) out there • I use Wordpress…why?
  • 18. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. What platform will you use? 18 • I use Wordpress because: o It’s easy to use o It’s easy to update o It’s backend is SEO friendly And o Has many plugins to customize your site o Easy to find troubleshooting solutions o Easy to set up o Can have multiple users
  • 19. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 19
  • 20. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. WARNING!!!! 20 • DO NOT USE WORDPRESS.com • I repeat DO NOT USE WORDPRESS.com • MUST USE Wordpress.org
  • 21. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. Why? 21 • Website Url if you use Wordpress.com: o Yoursite.wordpress.com • Limited with customization of site • Wordpress.com rarely rank for search results • All traffic you create goes to Wordpress • Wordress.org lets you have the software, but it is on your domain (YourSite.com)
  • 22. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. How Frequently will You Be Able to Post? 22 • Depends on how much time you have • 2-3 times a week to get maximum benefit • Don’t set it and forget it
  • 23. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. What Keywords Do You Want to Rank For? 23 • Build out keyword list (10-20) • Where do the people live that you’re trying to target? • Core keywords + location
  • 24. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 24
  • 25. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 25
  • 26. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 26 What Will You Write About? • FAQ’s • How to’s • Quizzes • Top trends in your industry • Top products in your industry • Helpful tools and resources • Top people to follow in the industry • Interview an expert • Guest blogs • Ask questions in social and report answer
  • 27. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 27 What will You Write About? And about a million more!!!! • http://startbloggingonline.com/101-blog- post-ideas-that-make-your-blog-hot/ • http://www.hubspot.com/blog-topic- generator • Just Google “blog ideas”
  • 28. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 28 What Other Types of Content Will You Create? • Podcasts • Inforgraphs/Images • SlideShare (PowerPoint Presentations • Whitepapers • eBooks
  • 29. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 29 Tips on How to Develop Content • Create a content calendar • Use keywords in content • Brainstorm with others • Recycle old content
  • 30. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 30 Create a Content Calendar • Title of content (add location) • Keywords (Geo-focused) • Platform (social, web, blog, podcast…) • Audience • Date
  • 31. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 31 Create a Content Calendar
  • 32. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 32 Use Keywords in Content • Place Keywords in: o Page Titles o Meta Description o On Page
  • 33. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 33 Use Keywords in Content • Make filename keyword friendly • Add keywords in image alt parameters
  • 34. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 34 Brainstorm with Others • Get different perspective • Get different ideas • Utilize your network outside your space • Ask questions in social media
  • 35. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 35 Recycle Old Content • No need to recreate the wheel • Turn a blog in to a PowerPoint • Take one idea from a blog and build it out • Take another idea and make a inforgraphic • Create a series
  • 36. Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association. 36