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The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
The Importance of Blogging for Your Business
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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

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