Keys to Succesful Corporate Blogging

If you build it, they will come...not quite. Keys to successful corporate blogging Ethan Yarbrough Allyis

Ethan Yarbrough President Allyis, Inc twitter: @ethany blog: http://blog.allyis.com Email: ethany@allyis.com What We Do •Collaboration •Knowledge Management •Business Process •Business Insights twitter: @allyis www.allyis.com

To Blog or Not to Blog That is the question? Why blog? How did I get started? Struggles and pitfalls? Is it worth it? ….those are also the questions.

Once Upon a Time… $15,000

Once Upon a Time…Part 2

Still Upon a Time 3 minute interview: $11,956 $3,985.33 per minute

Get Framed

What is the ROI? My ROI may not be your ROI • Know what you’re trying to achieve • Know the right measurement for your kind of business - Measure difference in awareness - Measure engagement - Measure savings

5 Steps of the Buying Process Step One - Need/Want Recognition Deciding there is, in fact, a need or a want to be filled. Step Two - Information Search Trying to determine what's available. Step Three - Evaluation Eliminating products/services/companies and deciding who's best. Step Four - Purchase Actually buying your product/service. Step Five – Post Sales Support Now that you own it, do you need help using it, troubleshooting problems, etc.

Let’s Talk About SEO This is where you get your ROI: Successful SEO comes from successful • Content Creation Strategy • Link Building Strategy Not either/or, but in combination.

Content Creation: You have no captives… Content: How long? How often? What? You have to deliver value. Give if you want to get. They’ll stay if there’s something in it for them. Comments: • Make comments on other blogs • Acknowledge every comment on your blog

Content Creation: Be somebody The Professor The Air Traffic Controller The Wonderer The Reporter

Link Building “Inbound links are 75% of the SEO equation” – HubSpot • Every inbound link is a vote of confidence – and the search engines notice • Use keywords intelligently and liberally • Internal links count (and don’t forget to link to yourself) • Create content that is WORTH SHARING – people have to want to link to you

Remember: Most people won’t be superstars. • KNOW YOUR PURPOSE • BE HELPFUL • PAY ATTENTION AND CHANGE DIRECTION • YOU OWN IT! A small engaged audience is better than a huge disengaged audience.

If You Build It, They Will Come? In “Field of Dreams” those people had a need to come, they came because the field fulfilled something for them. What are you fulfilling?

Thank You Now what else you wanna know? Where you can find me: • Blog: http://blog.allyis.com • Twitter: @ethany

Keys to Succesful Corporate Blogging

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