Corporate Blogging Workshop

Corporate Blogging WorkshopDouglas Karr @douglaskarr Jenn Lisak @jlisak #corpblogging Text MKTG to 71813 to Subscribe to our Newsletter

Marketing (R)evolutionTraditional Tradigital Interaction

Visitor Intent Lead NurturingNot everyone visits your site to make a purchase, so there needs to be multiple strategies deployed that are developed based on the intent of the visitor.

Understand Influence• Search• Social• Personable• Authoritative• Viral• Integrated• Automated

Before You BeginKeywords Competitors Promotion

Find Engagement Read Click Contact Buy CRM/Subscribe Email

Implementation Domain Platform ThemeCall to Action Landing Page Content (CTA)

Optimized Platform?1. Register with Google Webmasters, Yahoo! Site Explorer and Bing Webmasters2. Build a robots.txt file that disallows directories you don’t want indexed, allows the rest, and points to your sitemap3. Integrated an XML Sitemap that automatically publishes4. Ping the Search Engines when your content changes

Stop Selling • Provide Value • Capture Attention • Build AuthorityContent should provide the information, trust and authority someone needs to lead them to a sale… but shouldn’t be selling.

Find Out What THEY Want! While you were working on a …they just wanted an email new site… or a deal! http://mkt.gs/zoomerangworldsurvey2011Don’t guess about what your customers or prospects want in the way of content or how you present it… ask. Create a Zoomerang Poll or Survey!

Feed their Senses • Text • Audio • Video • KinestheticMany people don’t read. Is your messaging paralleled in audio? Video? Are you providing some interactive tools?

Make Surveys a Content StrategyAside from providing you with ideas with content, surveys and polls are interactive AND provide you with content when you start and after you analyze the results.

Same Message, New Mediums Don’t reinvent the wheel! Turn • Survey results into a whitepaper • Whitepaper into an Infographic • Whitepaper into a presentation • Presentation into a blog post • Blog posts into a webinar • Webinar into a survey • Start over…Different mediums provide different opportunities to explain yourself.

Cross-Promote the MediumsSame content: Whitepaper, presentation, press release, infographic, webinar… all started with a Survey!

Start a Content Fire! Infographics are HOT! • Aesthetically Pleasing • Informational • Unique • Resources • Easy to ShareExample: http://www.marketingtechblog.com/infographics Infographics provide a unique medium to easily share information. Use them and watch the fire take off!

Enable and Encourage Sharing And offsite sharing is HUGE when it comes to driving traffic... second only to search (while impacting search). Use social sharing buttons!

Be Vigilante: Hunt New Audiences! Promote, Promote, Promote: • Press Releases • Social Monitoring • Landing Page • Tracking and Analytics • Pitch InfluencersIt doesn’t stop when you click Publish! You must be vigilant and spread the word.

PromoteSocial Media Social Network Paid and PR

Measure Results and Use What Works!You may not use some of the tools, but others do. Measure which ones work with your audience!

Retention and Nurturing• Newsletter is vital• Nurtures leads• Push vs pull• Returns visitors

Re-Introduce Content! New Time, New Audience • Press Releases • Social Monitoring • Landing Page • Tracking and Analytics • Pitch InfluencersMost content doesn’t have a shelf-life. Areyou killing your old content or finding newways to promote it? Avoid “dating” content that is timeless.

Marketing Ecosystem

Corporate Blogging Workflow Automation Analysis Promotion Implementation Optimization

AutomationWhat are you ranking on? http://mkt.gs/gotosemrushHow do you track your rank? http://mkt.gs/gotoauthoritylabsHow do you improve rank? http://mkt.gs/gotoseomozHow do you automate posting? http://www.twitterfeed.com

Thanks! Our Sponsors: We help companies reach their marketing potential. Text MKTG to 71813 to Subscribe to our Newsletter

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Corporate Blogging Workshop

by Douglas Karr on Nov 05, 2011

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Corporate Blogging Workshop — Presentation Transcript