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HOW BLOGGING WORKS IN IWMPresented by:Chris Green and Cody Skrzypkowski
SEARCH ENGINEOPTIMIZATION
SEO AND OPTIMIZATION   Optimizing blogs is similar to optimizing websites   In order to go about optimizing however, the...
KEY WORDSUse your primary keyword in your blog domainUse your primary key phrase in your blog header tags andthe title of ...
LINKS AND SPIDER SEARCH (SPIDER SENSE?) Use your keywords in the anchor text of links Make sure search engines can spider ...
UPDATE AND STAY PUT(T)Update frequentlyStay put
Thought Leadership
THE PROCESS              Key Points:              • Syndicate and                Synchronize              • Tune In       ...
SPECIFIC METHODS   Instructional   Informational   Reviews   Lists   Interviews   Case Studies
DO I HAVE TO BE EINSTEIN? WELL, ACTUALLY…
THOUGHT LEADERSHIP IN BLOGGING ISABOUT THE “HOW”   Customers used to be told “what” companies were doing, but now    that...
TAKE A RISK WITH THOUGHT LEADERSHIPPeople want to hear your two cents about what goes on in yourindustry!
CONNECTIVITY WITH OTHERMEDIA
THIS IS WHERE SOCIAL MEDIA COMES IN   Discuss new posts on Twitter, Facebook, LinkedIn   Respond, Respond, Respond!Unles...
JUST LIKE THE GROUNDSWELL SAYS…   Make executives buy in to your plan(in this case, make them the thought leaders)Feedbac...
BLOGGING ANDRELATIONSHIPMARKETING
TO IMPLEMENT A RELATIONSHIP IN BLOGGING:   Be clear   Find out what your customers want   Be Authentic   Get rid of th...
CASE-IN-POINT OF AVOIDING THE HARD SELL“A few weeks went by, and I went to NYC for my Blogworldspeech. When I got back I r...
CAN YOU USE ANALYTICS TO CREATERELATIONSHIPS?You can use analytics through the use of:        -Inbound marketing managemen...
GETTING PEOPLE TO STAY:BLOG DESIGN AND LAYOUT
THERE IS MORE TO A BLOG THAN CONTENT   Design arrangement of posts   Lead images (borders + shadowing)   Buttons, Widge...
ONLINE TAGGING
WHAT ARE TAGS?Yong-Mi Kim of the School of Information, University of Michiganwrote, states:    “Tags are descriptive term...
THE IRONIC CHALLENGE OF TAGGING FORIWM MARKETERS“…the irony is that the more useful and relevant yoursite becomes, the wor...
WHERE DO TAGS SHINE FOR IWMMARKETERS?1.   Key words in title tags2.   Action words*** (this is where marketers can shine)3...
SO …To recap, an effective blog works in IWM by:   SEO and Optimization   Expressing Thought Leadership   Having Connec...
CASE STUDY COMPETITIONThe Details:   Class is split in to two halves   5 minutes to judge whether or not blog achieved 5...
REFERENCES(2011). Blog posts design: important styling                    aspects. Template Monster. Retrieved from       ...
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How Blogging Works In IWM

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  • http://www.blog-maniac.com/blog-seo.htm
  • http://www.blog-maniac.com/blog-seo.htm
  • http://www.blog-maniac.com/blog-seo.htm
  • http://www.blog-maniac.com/blog-seo.htm
  • http://www.slideshare.net/vandda/blogging-for-thought-leadership
  • http://www.slideshare.net/vandda/blogging-for-thought-leadership
  • http://www.slideshare.net/vandda/blogging-for-thought-leadership
  • http://blog.marketo.com/blog/2010/06/b2b-thought-leadership.htmlhttp://www.rosettathurman.com/2011/05/beyond-social-media-blogging-as-thought-leadership/
  • http://www.rosettathurman.com/2011/05/beyond-social-media-blogging-as-thought-leadership/
  • http://mashable.com/2011/03/22/company-blog-mistake/
  • http://mashable.com/2011/03/22/company-blog-mistake/
  • http://www.bloggingtips.com/2011/06/03/relationship-marketing-the-new-way-to-success/
  • http://socialmouths.com/blog/2011/06/28/relationship-marketing-helped-me-land-a-dream-client/
  • http://mashable.com/2011/11/18/hubspot-sponsored-post-1/
  • http://blog.templatemonster.com/2011/10/21/blog-posts-design/
  • http://onlinewritingniche.com/2011/06/09/tags-and-tag-cloud-–-its-value-to-seo/
  • http://online-behavior.com/analytics/tag-management-systems-inevitable
  • http://onlinemarketingandpromotionbasics.com/learn-the-secret-of-writing-commanding-title-tags-for-seo/html
  • Should we make this a handout so that people do not forget which criteria to use in judging the case study failure?
  • Transcript of "How Blogging Works In IWM"

    1. 1. HOW BLOGGING WORKS IN IWMPresented by:Chris Green and Cody Skrzypkowski
    2. 2. SEARCH ENGINEOPTIMIZATION
    3. 3. SEO AND OPTIMIZATION Optimizing blogs is similar to optimizing websites In order to go about optimizing however, there are certain factors that must be acknowledged
    4. 4. KEY WORDSUse your primary keyword in your blog domainUse your primary key phrase in your blog header tags andthe title of your postsUse your secondary keywords in the body of your post
    5. 5. LINKS AND SPIDER SEARCH (SPIDER SENSE?) Use your keywords in the anchor text of links Make sure search engines can spider your blog easily Get backlinks from other blogs or websites
    6. 6. UPDATE AND STAY PUT(T)Update frequentlyStay put
    7. 7. Thought Leadership
    8. 8. THE PROCESS Key Points: • Syndicate and Synchronize • Tune In • Share, Link, Guide, and Comment • Create, Remix, and Synthesize
    9. 9. SPECIFIC METHODS Instructional Informational Reviews Lists Interviews Case Studies
    10. 10. DO I HAVE TO BE EINSTEIN? WELL, ACTUALLY…
    11. 11. THOUGHT LEADERSHIP IN BLOGGING ISABOUT THE “HOW” Customers used to be told “what” companies were doing, but now that blogs are around, they want the “how” Who are you and what do you stand for? What is your defined circle of influence?
    12. 12. TAKE A RISK WITH THOUGHT LEADERSHIPPeople want to hear your two cents about what goes on in yourindustry!
    13. 13. CONNECTIVITY WITH OTHERMEDIA
    14. 14. THIS IS WHERE SOCIAL MEDIA COMES IN Discuss new posts on Twitter, Facebook, LinkedIn Respond, Respond, Respond!Unless you are Seth Godin…
    15. 15. JUST LIKE THE GROUNDSWELL SAYS… Make executives buy in to your plan(in this case, make them the thought leaders)Feedback (not sales) are what make a blog
    16. 16. BLOGGING ANDRELATIONSHIPMARKETING
    17. 17. TO IMPLEMENT A RELATIONSHIP IN BLOGGING: Be clear Find out what your customers want Be Authentic Get rid of the Spiel ***Be Available***
    18. 18. CASE-IN-POINT OF AVOIDING THE HARD SELL“A few weeks went by, and I went to NYC for my Blogworldspeech. When I got back I ran into Joe at his bar and when wesat down to talk he asked me if I’d be interested in helping himwith social media.It’s funny because I used to joke with friends that an ideal jobwould be to work on social media strategy for a surf travelcompany. But what’s interesting about this is that ourconversations didn’t start with the intention of doingbusiness together. They started because of an interest inhis story and his blog.”Srini Rao, The Skool of Life
    19. 19. CAN YOU USE ANALYTICS TO CREATERELATIONSHIPS?You can use analytics through the use of: -Inbound marketing management toolsWhich can help data mining and create: -Targeted offers
    20. 20. GETTING PEOPLE TO STAY:BLOG DESIGN AND LAYOUT
    21. 21. THERE IS MORE TO A BLOG THAN CONTENT Design arrangement of posts Lead images (borders + shadowing) Buttons, Widgets, and Icons Display encourages someone to read your post
    22. 22. ONLINE TAGGING
    23. 23. WHAT ARE TAGS?Yong-Mi Kim of the School of Information, University of Michiganwrote, states: “Tags are descriptive terms people attach to online content, either their own or other people…”
    24. 24. THE IRONIC CHALLENGE OF TAGGING FORIWM MARKETERS“…the irony is that the more useful and relevant yoursite becomes, the worse it may actually perform.”
    25. 25. WHERE DO TAGS SHINE FOR IWMMARKETERS?1. Key words in title tags2. Action words*** (this is where marketers can shine)3. Secondary key words4. Brand logo, URL, or Your name
    26. 26. SO …To recap, an effective blog works in IWM by: SEO and Optimization Expressing Thought Leadership Having Connectivity With Other Media Demonstrating Appealing Blog Design and Layout Formatting/Structuring/Pushing Content through Online Tags
    27. 27. CASE STUDY COMPETITIONThe Details: Class is split in to two halves 5 minutes to judge whether or not blog achieved 5 key components outlined 1 presenter from each team to explain reasoning for why, or why not, the blog case study was a failure, and what improvements could be made.The better explanation wins! Lutrov Interactive http://lutrov.com/blog
    28. 28. REFERENCES(2011). Blog posts design: important styling aspects. Template Monster. Retrieved from http://blog.templatemonster.comBlog Maniac. (2004). Search engine optimization for blogs. Retrieved from http://www.blog-maniac.comCastillon, J. (2011, June 9). Tags & tag cloud-its value to online writing and SEO. OnlineWritingNiche. Retrieved from http://onlkinewritingniche.comGriffiths, K. (2011, September 16). Learn the secret of writing commanding title tags for SEO. Retrieved from http:// onlinemarketingandpromotionbasics.comHubspot. (2011). Marketing automation is the next cold calling. Mashable. Retrieved from http://mashable.comKessler, S. (2011). Top 5 mistakes to avoid on your company blog. Mashable Business. Retrieved from http://mashable.comThurman, R. (2011). Beyond social media: blogging as thought leadership. Retrieved from http://www.rosettathurman.comMoore, A. (2011). The inevitability of the tag management system. Online-Behaviour. Retrieved from http://online- behaviour.comPergolino, M. (2010, June 9). Why thought leadership rules the B2B world. Marketo. Retrieved from http://blog.marketo.comRao, S. (2011). How relationship marketing helped me land a dream client. Socialmouths. Retrieved from http://socialmouths.comSlideshare. (2009). Blogging for thought leadership. Retrieved from http://www.slideshare.netStafford, P. (2011, June 3). Relationship marketing-the new way to success? Blogging Tips. Retrieved from http://www.bloggingtips.com
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