Blogging 101 for Professionals & Small Business Success


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Blogs are a key tool for online marketing and public relations. Done well, blogging can generate interest in a business and popularize the writer as well. A regularly updated blog is often the "gateway" to a business's website.

This slideshow outlines how to get started on your own business blog, as well as giving proven tips for writing an engaging, effective blog entry.

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Blogging 101 for Professionals & Small Business Success

  1. 1. Dead Simple Internet Marketing™ Series Blogging 101 for Professionals & Small Business Presenter: Doug Hay, CEO
  2. 2. Presenter: Doug Hay • Early adopter of Internet marketing & social media • 30 year marketing veteran • Sought after speaker presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program
  3. 3. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff training
  4. 4. More Leads? More Sales? Free Internet Marketing Analysis Doug Hay Direct: 250-756-0306 Toll Free: 877-226-3823
  5. 5. Agenda 1 Presentation 2 Q&A 3 Ask for Slides
  6. 6. Blog lingo A blog is a website in the form of a ‘journal’ that is available on the web. • Blog. Slang for (weB LOG) on the Web. • Blogging. The action of updating a blog. • Blog post. The content of the blog entry – an article. • Blogger. Someone who maintains a blog. • Blogosphere. The information available in blogs on the Internet
  7. 7. Content Marketing “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Source: Content Marketing Institute
  8. 8. More than eight out of ten companies surveyed said they were using some type of content marketing to better engage with potential and existing clients. “The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers." Source: Survey, conducted by HiveFire
  9. 9. Objective: Leads & Sales Visitor Your Site Visitor Visitor
  10. 10. Content Marketing Blogs Newsletters Readers Social Media Leads Sales Funnel Prospects Sales
  11. 11. Technorati Media - 2013 Digital Influence Report
  12. 12. Blogs Outrank Social Networks for Consumer Influence: New Research Social Media Examiner:
  13. 13. Strategy
  14. 14. Internet Marketing You Are Not Alone Out There
  15. 15. How can our site get found? Your Web Site
  16. 16. Integrated Marketing Strategy
  17. 17. Integrated Marketing Strategy Offline Marketing
  18. 18. Integrated Marketing Strategy Offline Marketing Email
  19. 19. Integrated Marketing Strategy Offline Marketing Email Referrals
  20. 20. Integrated Marketing Strategy Offline Marketing Email Web Site Referrals
  21. 21. Integrated Marketing Strategy Offline Marketing Blog & Content Email Web Site Referrals
  22. 22. Integrated Marketing Strategy Offline Marketing Email Web Site Blog & Content Referrals Social Media
  23. 23. Think Like a Publisher Web site Video White Papers Blogs Press Releases Emailed Newsletters Case Studies Audio Articles
  24. 24. New Marketing Brand Brand Brand Brand Brand Brand Brand Brand Brand
  25. 25. Blogging
  26. 26. Benefits of Blogging • Get connected with prospects • Helps make your website show up in Google • Generates leads • Key part of content marketing • Use in Social Media • Helps your reputation management • Allows you to connect with influencers • Tool to grow a following • Low cost marketing
  27. 27. [Image by]
  28. 28. Blogging Success
  29. 29. Facebook Guru
  30. 30. Daily Blog Posts by Email
  31. 31. Blog Success • Wegman’s - family-owned supermarket chain with less than 100 stores • Accolades from customers and media • Named them the top US grocery chain in 2009 – Consumer Reports • Founder's simple mantra that “it is essential to treat customers and employees right.” • Blogged about behind-the-scenes stories from their organic farm. • Posts from both top executives and individual store employees (chefs, deli workers, etc.). Source: Inc. Magazine
  32. 32. Social Media Stats: • Website: Ana White Homemaker • Facebook: (Under “Knock-off Wood”): 50,000 (2012) fans • Twitter: 2,550 followers • YouTube: 30 videos Highlights: • Ana White’s blog draws nearly three million unique page views every month. • 90-95% of her Facebook content comes from fans, and she leaves it all public. • Pinterest is the #1 referring site to her blog, bringing 6,000 unique visitors a day. • In year two, the blog began bringing in enough advertising revenue to support her family. Source: (2012)
  33. 33. “Do you have advice for other women who might aspire to a blog-to-book career like yours? I put 90% of my time into creating content and 10% into other stuff like answering emails, social media, and promoting posts. If I had started with the opposite, just 10% on content and 90% on promotion, I don’t think I would be here today. Try to create content that’s so valuable it shares itself, and then you can focus on doing what you love.” Read more:
  34. 34. Set up business blog Click thru to website Homework & goals Write posts Promote your blog Blogger relations Link to website
  35. 35. Homework
  36. 36. What Do You Want To Achieve? • Set goals • What audiences should you be communicating with? • Set up metrics to track the results
  37. 37. Starting Your Blog • Choose a platform e.g. WordPress • Build a blog • Add features – called plug ins
  38. 38. Free Blogs • Download from WordPress • Hosted by WordPress • Doesn’t give you search visibility
  39. 39. Your Blog 1. 2. 3. 4. Find URL e.g. Arrange hosting e.g. Media Temple Purchase theme (design) Upload theme to your hosting (needs a programmer) 5. Add content – text, images, video
  40. 40. Responsive Themes (Designs) • System for building a website/blog • Automatically resizes for monitors, tablets and smart phones • Custom for each – viewing, navigation and load time
  41. 41. Keywords
  42. 42. Keywords are words or phrases that describe content such as webpages, blogs, text pages, photographs, audio files or video files.
  43. 43. Search Engines index content using keywords to make it easy for users to quickly find things that they are looking for
  44. 44. SEO Steps 1 • Keyword research 2 • Write web pages with your keywords 3 • Add fresh content: blogs, video, pix
  45. 45. Key Word Research Keyword Research • Do your Keyword Research • Look for words and phrases that people are searching for, so you get the most traffic to your blog
  46. 46. Source:
  47. 47. The Long Tail Keywords Long tail keywords are keyword phrases that: • Have lower search volume • Competing pages are smaller • Can generate quality search results • Likely more sales
  48. 48. 000000&ideaRequestType=KEYWORD_IDEAS
  49. 49. Commercial Intent Does the keyword show the intent that could lead the searcher to become a customer e.g. used cars for sale Miami (good) e.g. colors of the rainbow (bad)
  50. 50. Writing
  51. 51. Your audience
  52. 52. Content is king Search Engines • Search engines will crawl your website more often if you have a blog which is updated regularly
  53. 53. What’s in it for the reader?
  54. 54. A Blog is Not… Blogs Are Not • A blog is not objective—they have informed and biased opinions • People write blogs— not the corporate communications department using ‘Corporate Speak’
  55. 55. Write For The User Depth vs. Length • Know the product or service your client is selling. • Write compelling content about that sector or industry.
  56. 56. Tell Your Story What a Blog Is • Use blogs to help tell your story • Brings a face to your organization • Search engines love them • Cross link to your site
  57. 57. Tell Your Story Uniqueness • Is it new to your target audience? • Skip the “same old thing”
  58. 58. From Google… “What counts as a high-quality site? Our site quality algorithms are aimed at helping people find "high-quality" sites by reducing the rankings of low-quality content.”
  59. 59. From Google… • Would you trust the information presented in this article? • Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? • Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? • Would you be comfortable giving your credit card information to this site? • Does this article have spelling, stylistic, or factual errors? • Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines? • Does the article provide original content or information, original reporting, original research, or original analysis? • Does the page provide substantial value when compared to other pages in search results? • How much quality control is done on content? • Does the article describe both sides of a story? • Is the site a recognized authority on its topic?
  60. 60. From Google… • Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care? • Was the article edited well, or does it appear sloppy or hastily produced? • For a health related query, would you trust information from this site? • Would you recognize this site as an authoritative source when mentioned by name? • Does this article provide a complete or comprehensive description of the topic?
  61. 61. From Google… • Does this article contain insightful analysis or interesting information that is beyond obvious? • Is this the sort of page you’d want to bookmark, share with a friend, or recommend? • Does this article have an excessive amount of ads that distract from or interfere with the main content? • Would you expect to see this article in a printed magazine, encyclopedia or book? • Are the articles short, unsubstantial, or otherwise lacking in helpful specifics? • Are the pages produced with great care and attention to detail vs. less attention to detail? • Would users complain when they see pages from this site?
  62. 62. Google: My Conclusion Write great content for your target audience!
  63. 63. Format • Use short sentences and short paragraphs • Lots of subheadlines • Bullet points
  64. 64. Update Frequency A blog is best updated regularly— daily if possible but at least 2 to 3 times per week.
  65. 65. Become An Opinion Leader • Your peers respect opinion leaders • Position yourself as a thought leader by writing blog posts that are factual, timely and interesting • Be realistic and write to be understood • Be persistent—fame in your niche is not an overnight activity
  66. 66. Length Of A Blog Post • Typically not less than 500 words • Eliminate any unnecessary words— keep it simple and easy to understand • Keep sentences short • Keep paragraphs short • Short = easy to read Yes I will read it, no I won’t…
  67. 67. Stay on message
  68. 68. Be unique
  69. 69. Understanding? To Be Understood • Write clearly: would someone who knows nothing about this subject understand the post? • One idea per sentence • No jargon that they won’t understand • Define acronyms with the first use
  70. 70. Keep It Upbeat
  71. 71. Data Hook • Provide information others will want • E.g. 10 secrets to ….
  72. 72. The Humor Hook
  73. 73. Quiz Hook Create an interesting quiz or puzzle
  74. 74. “How To” Information • “How to” information is the number one selling product on the web • Write a unique tutorial
  75. 75. Ask Questions • At the end of a post • The whole post
  76. 76. Pictures & Video A picture is worth … • Include pix with your blog posts • Video can be embedded or included by linking to it
  77. 77. Track Your Keywords, Competitors, News, etc
  78. 78. Proof Reading • Respect your readers • Check for typos • Informal writing style is fine but use good grammar to make it a professional and understandable communication • Find your style and stick to it
  79. 79. Image credit:
  80. 80. Blogs are informal
  81. 81. 35 comments
  82. 82. Headlines 1. Get What You Want (In Health, Wealth, Relationships, Time and Lifestyle) Example: “The Secret To Getting More Money For Your Property!” 2. Crystal Ball and History Example: “10 Predictions on the Future of Social Media” 3. Problems and Fears Example “Get Rid of Your Debt Once and For All” 4. Fact, Fiction, Truth and Lies Example: “Little Known Ways To Make Money On The Stock Exchange” 5. How To, Tricks Of The Trade Example: “How To Plan The Ultimate Holiday” 6. Best and Worst Example: “The 10 Worst Mistakes Made by Bloggers - From Authority Blogger
  83. 83. News Items Find a news item or statistics that can be used in the blog post
  84. 84. Optimization
  85. 85. Memo Create great content for your target audience and the search engines will reward you!
  86. 86. Spamming Don’t use any keyword excessively, as search engines may perceive this as spamming.
  87. 87. How Often To Use Keywords Keywords? “Keyword Density [is] not really a factor. Yes keyword should be present but density is not important. Include the keyword but make writing sound natural.” - Matt Cutts, senior engineer at Google
  88. 88. Blog Optimization • • • • • Title tag Description tag Headline (H1 Tag) Sub-headlines (H2 Tags) Body of the text page – write with keywords
  89. 89. Tags Information (code) in a web page/blog not intended for users to see but provides information to search engine crawlers.
  90. 90. Title Tag • Tag used to define the text in the top line of a Web browser • Utilized by search engines as the title of search listings • Make them short - around 65 characters with spaces • Include at least one targeted keyword (phrase) • Never duplicate a title tag
  91. 91. Unique Title Tags • Title tag (label) for each page must be unique • Just like each child needs their own name
  92. 92. Title Tags Show Up in Search Results
  93. 93. Description Tag • An tag to provide a description for search engine listings. • Descriptions should include very specific, keyword-rich writing. • 130 to 150 characters
  94. 94. Description Tags Show Up in Search Results
  95. 95. Write The Headline • Use the keywords as close to the beginning of the headline as possible. • The headline should not be longer than 65 characters (with spaces) for Google or 85 for Yahoo. 65
  96. 96. Write The First Paragraph • Use main keyword in the first paragraph. • Put a link to your website at the end of the first paragraph, using a keyword as anchor text for the link.
  97. 97. Write The Body Of The Blog • Use your main keyword a few more times in the blog and once in the last paragraph. • Link to your website at the end of the blog
  98. 98. Key Word Repetition • Start the text of the page with that phrase or word. i.e. beginning of headline • Use it few times, in context, so that you have around 2% of the word count. • Make each page/blog 500 words long.
  99. 99. Make Links Informative Don’t use “click here”. Rather than click here for more information, use descriptive key words: • E.g. Top stock picks for savvy investors (key word: stock picks) • E.g. Compare widget prices with 5 other suppliers (key word: widget prices)
  100. 100. Links
  101. 101. Linking Strategy Linking Write Post • Research, write & optimize a blog post Insert Link • Blog post has one or more links to web page To Selected Web Page • Helps create inbound links to website
  102. 102. Write The Body Of The Blog Love those links • Use your main keyword a few more times in the blog and once in the last paragraph. • Link to your website from the blog – NOT ALWAYS THE SAME KEYWORD
  103. 103. Blogger Relations
  104. 104. People Know Other People
  105. 105. Blog Search Engines Bloggers • Search on the Blog Search Engines • Find the influencers
  106. 106. Comments • You commenting on other blog posts • Others commenting on your blog posts
  107. 107. Engage
  108. 108. Promote
  109. 109. Track Results Promoting Your Blog • Attach to your website • Add to printed material: business cards, letterhead, brochures, etc. • Promote on your social sites: Facebook, Twitter, LinkedIn, google+
  110. 110. Blog Directories • Bloglines is a popular blog-collection service • Best Blog Directory And RSS Submission Sites From Robin Good • Words In A Row List
  111. 111. Metrics
  112. 112. Track Results Keeping Score • Search ranking for blog • # of bloggers allied • # of positive blog posts written about your business • Inbound links to your site and blog
  113. 113. Better Financial Performance • Significant positive financial results for the companies who have the greatest breadth and depth of social media engagement. Source: The ENGAGEMENTdb study (
  114. 114. Create Great Content by Blogging Source: Data from over 1,500 small businesses -
  115. 115. Blogging Attracts More Links Source: Data from over 1,500 small businesses -
  116. 116. Blogging Attracts More Visitors
  117. 117. Blogging Generates Leads
  118. 118. Social Media is for Leads and Sales Source: State of Inbound Marketing Report -
  119. 119. Social Media Marketing… Givers Get
  120. 120. Takeaways Do your homework & have a plan Write for your end user Write great content Write on a regular basis Optimize for search Promote on social sites, email, etc
  121. 121. More Leads? More Sales? Free Internet Marketing Analysis Doug Hay Direct: 250-756-0306 Toll Free: 877-226-3823
  122. 122. Contact Doug Hay Direct: 250-756-0306 877-226-3823 Website: Twitter: Facebook: LinkedIn:
  123. 123. Copyright Notice All materials contained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.