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Blogging ROI in just 10 min/day.
Chris Baggott
Co-Founder and CEO
Compendium Blogware

What’s a
Blog??
Online journal-like content, organized in
reverse chronological order.

Marketing Impact
100% As much as 80% of all
90% web interactions begin
80%
with search
70%
60%
50%
40%
30%
20%
10%
0%

Coverage
1,000’s
Keyword
Phrases
Targeted
0
Website SEO PPC Campaigns

Where Searchers Click

The Blog Realities
―Most Web surfers don’t even realize they
are reading blogs. The distinction between
blogs and mainstream media is blurring
rapidly.‖ — David L. Sifry, founder and chairman,
Technorati
―-it is not always clear or relevant to the
end user whether a particular
destination is a blog….‖ eMarketer
2008

What’s Important
“Organic Search Traffic is the most critical
metric I track.”
Kelly Feller Social Media Manager - Intel

Who are my visitors?
82.39% OF ALL BLOG VISITORS ARE BRAND
NEW - PROSPECTS

Relevance
“Relevance means keeping to a topic,
helping the search engine understand
what your site is about and, ideally,
about one thing in particular.”
Vanessa Fox: Search Engine
Land

Keywords
“Burn the thesaurus. Think about the words that people use to find you.”
“Then, as a revolutionary new internet marketing strategy, actually write
those words in your copy.
You'll get more traffic.
You'll get more sales/leads/whatever. “
Ian Lurie: Conversation Marketing

Why Blogging?
• Titles
• Keywords
• Recent/Frequency
• Links
• Blog Volume
• Relevance

Title Examples
“By far the most important piece of writing you’ll do on any given page is your page
title. Search engines consider your page title to be very indicative of what can be
found on the page.
SEO Expert: Steven Bradley

Keywords
"Think about what people are going to type...and talk about that"
Matt Cutts: Google
3,000,000 Searches/ 200 Terms

Google Analytics
Google Keyword Tool
www.seomoz.org/tools

Competition

Compendium

Day to Day Focus
• Keywords
• Content
• Conversion
• Measurement, tracking and adjusting.

Winning Search
Ian Lurie’s rule of thumb: Web Marketing All-in-One Desk Reference For Dummies
<10,000 competing pages: Write once a week.
10,001-100,000 competing pages: Write twice a week.
100,001-200,000 competing pages: Write three times a week.
200,001-2,000,000 competing pages: Write every day.
You can’t have Too Much content!
You can’t be Too Frequent

Mitch Burk
Intern
Meghan Peters Mikey Mioduski
Marketing Coordinator Megan Glover Creative Designer
Marketing Director
Compendium’s
Abby Greenbaum
Marketing Coordinator
Marketing Team

High Performance
Call To Action: A highly visible navigation element that guides the web
page’s visitor to the next level of engagement.

Meghan Peters
This is Meghan Peters, the Marketing
Coordinator at Compendium. She is in
charge of motivating folks to generate
the content for our blogs.
Meghan spends 15 minutes a day
on our content generation strategy.

Creating Content
WIN Kings Island Tickets
Compendium Runs on Dunkin

Reminders

Sustaining Content Creation
1. Everyone blogs
2. Monthly rewards (and anti-wards) for Top Blogger
• Nifty Gift
• Dunce Caps
3. Weekly Incentives:
• Homemade breakfast
• Kings Island Tickets
• Pizza Party
• Gift Cards

Writing Your Blog Post

Approval Checklist
Step #1: Check for spelling and grammatical errors
Step #2: Look at the Keyword Strength Tool
Step #3: Make sure any links in the post are working properly and that they are on message
Step #4: Check for Important Keyword Usage

Volume/Traffic Correlation

Mikey Mioduski
• Mikey Mioduski, Creative Designer
• Main role:
– Conversion performance for site & blogs

Blog Design
Blog vs. Site.

Conversion Flow
“The Circle of Life.” WEBSITE
BLOG
(Direct cta)
(Site link: indirect)
(Direct cta)
(Blog feed: indirect)
(Convert!)

Form Capture to CRM

Tracking

Measure Success in 3 Steps
• Establish Goals:
– Conversion
– Click-through
– Leads
• Track Weekly
• Adjust Weekly
– No Zeros
– New Offers Based on Search Terms

Questions & Answers
Chris Baggott
CEO/CoFounder
Compendium Blogware
chrisb@compendiumblogware.com