Marketing Strategy for Blogging


Published on

This presentation shows how business blogging software should be used in order to benefit your search marketing strategy. It also gives examples of how blog readership is increasing over the years, and what you can do to increase traffic to your corporate blog.

Published in: Technology, Business
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Dive into the ‘arrow’ animation --- explaining how if an individual (Scott, Chris, Ali) is discussing the keywords in their blog post it is going to go to their own blog as well as any of the Compended/keyword blogs. Emphasize that the Compended blogs are not instantly created based on content; they are free standing blogs that are going to be MORE recently updated, MORE frequently updated and most importantly titled with a specific keyword and the content is narrowly focused on that specific keyword. Every other blogging platform available organizes content based on Authors. This might make sense if it’s a CEO-only blog. However with the idea that blogging is widespread within an organizaion individual authors become less important and the goal becomes organizing all that content around specific topics or keywords. This accomplishes two important things: The Search Engines like these pages better because they are titled properly with the target keyword phrase or topic These blogs are much more RELEVANT to the searcher. They see a page who’s title is a specific match to the keyword phrase the entered with content that is only discussing that topic. A final benefit is the simple fact that this content has been written by human beings. If social networking is telling us anything, it’s telling us that people prefer to deal with other people. Not Brands, Not Institutions but People Transition Notes: So far we have really been focusing on acquisition --- winning search. Let’s now take a bigger picture look at how Compendium plays a role in all three stages of the engagement cycle --- acquisition – engagement & ultimately, conversion. Starting with content!
  • Marketing Strategy for Blogging

    1. 1. How to Utilize Blogs in your Inbound Marketing Strategy WELCOME Douglas Karr Co-founder and VP, Blogging Evangelism Compendium Blogware Chris Baggott Co-founder and CEO Compendium Blogware
    2. 2. SEARCH Source: Pew Internet & American Life Project *Not online 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Search Audio/Video Instant Message Text Message* Social Networking
    3. 3. SEARCH AND BLOGGING Enquisite: For every 1 click on a paid search result, the organic results generate 8.5 clicks (this is on a keyword parity basis, not counting those search results that have no paid ads) <ul><li>Getting found in search #1 factor driving demand. </li></ul><ul><li>Your prospects search and click on organic results. </li></ul><ul><li>Blogs are great organic search tools. </li></ul><ul><li>Marketers need to leverage blogs to intercept eyeballs and turn visits into new customers. </li></ul>
    4. 4. WHY BLOGGING? Razorfish Consumer Experience Report 2008 Content Will Drive Awareness, Not Advertising Content, in our view, will become advertising—both for brands looking to reach and engage consumers and for publishers who will look at content as an acquisition vehicle for a broader audience... This is forcing online retailers to rethink their strategies—optimizing for search activity……. creating engaging, valuable digital experiences to differentiate their brand.
    5. 5. BLOGGING IS HUMAN “ People Buy From People” Zig Ziglar 1970 “ The most successful sales tactic in history is the “Similar Situation.” Tom Hopkins 1972 “ People want to affiliate with people who are like themselves” MicroTrends Author Mark Penn 2008
    6. 6. BLOGGING INFLUENCE Buzzlogic-sponsored study by JupiterResearch <ul><li>Decide on product or service : 21% </li></ul><ul><li>Refine choices : 19% </li></ul><ul><li>Get support and answers : 19% </li></ul><ul><li>Discover product and services : 17% </li></ul><ul><li>Assure : 14% </li></ul><ul><li>Inspire a purchase : 13% </li></ul><ul><li>Execute a purchase : 7% </li></ul>One-half of US blog readers surveyed thought blogs were useful for getting information about purchases, according to a BuzzLogic -sponsored study conducted by JupiterResearch .
    7. 7. BLOG READERSHIP Buzzlogic-sponsored study by JupiterResearch One-half of US blog readers surveyed thought blogs were useful for getting information about purchases, according to a BuzzLogic -sponsored study conducted by JupiterResearch .
    8. 8. BUSINESS BLOG <ul><li>Talk about your Customer </li></ul><ul><li>Empower Employee Blogging </li></ul><ul><li>Include Testimonials </li></ul><ul><li>State the problem </li></ul><ul><li>Recency and Frequency </li></ul><ul><li>Why are you the authority </li></ul><ul><li>Provide a path of engagement </li></ul>
    9. 9. LANDING PAGE STRATEGY Marketo: Leveraging search engine marketing so customers who are seeking your information can find you, and Creating compelling landing pages for each topic that prospects will want to research.
    10. 10. POSTS ARE PAGES Every blog post is a landing page and complies with best practices for Landing page strategies. No additional design, no additional SEO, no additional cost… blogging provides a new landing page with every post.
    11. 11. INCREASE CONVERSIONS <ul><li>Relevant Content </li></ul><ul><li>Compelling Offer </li></ul><ul><li>Remove extraneous navigation </li></ul><ul><li>Use graphics that draw, not distract </li></ul><ul><li>Use whitespace effectively </li></ul><ul><li>Capture important info </li></ul><ul><li>Provide reasons for valid info </li></ul><ul><li>Confirm with a thanks! </li></ul>Hat Tip: – Ten tips for Lead Generation Pages
    12. 12. BIG PICTURE
    13. 13. BIG PICTURE
    14. 14. BIG PICTURE
    20. 20. QUESTIONS Chris Baggott [email_address] Douglas Karr [email_address]
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.