Business Blogging and Content Marketing 101

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This is my slide deck from a presentation/workshop conducted on 3/7/14 for small business owners and entrepreneurs.

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  • So let’s do a quickMy business … small agency that consults with businesses and coaches orgs on how to development and implement digital marketing plans … of course CM is a HUGE part of this.In addition I teach Digital Marketing, SM, CM and DESIGN at UW-Madison
  • So let’s do a quickMy business … small agency that consults with businesses and coaches orgs on how to development and implement digital marketing plans … of course CM is a HUGE part of this.In addition I teach Digital Marketing, SM, CM and DESIGN at UW-Madison
  • Business Blogging and Content Marketing 101

    1. 1. Blogging & Content Marketing 101 How blogging and content marketing can help you build your brand & business Don Stanley @3rhinomedia www.3rhinomedia.com
    2. 2. Our Road Map 1. What is it blogging & content marketing? 2. Why do it (business case for it)? 3. How to get going (with in class exercises) @3rhinomedia | 3rhinomedia.com
    3. 3. Your Guide @3rhinomedia | 3rhinomedia.com Don Stanley 3Rhino Media University of Wisconsin-Madison @3rhinomedia
    4. 4. @3rhinomedia | 3rhinomedia.com “Well done is better than well said.” - Benjamin Franklin
    5. 5. Intros @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    6. 6. What isBlogging & Content Marketing? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    7. 7. @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    8. 8. “However beautiful the strategy, you should occasionally look at the RESULTS.” - Winston Churchill 20/80% @3rhinomedia | 3rhinomedia.com
    9. 9. “However beautiful the strategy, you should occasionally look at the RESULTS.” - Winston Churchill 20/80% @3rhinomedia | 3rhinomedia.com
    10. 10. Think Magnets not Sledgehammers @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    11. 11. Processfor blogging & Content Marketing @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    12. 12. @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com 1. Know why 2. Know who 3. Know how The Starting Line
    13. 13. Whydo it? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    14. 14. @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    15. 15. Why• Increase awareness • Build connections • Display thought leadership • Increase traffic • Increase leads • Increase sales Let’s look at some numbers … @3rhinomedia | 3rhinomedia.com
    16. 16. Traffic @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    17. 17. @3rhinomedia | 3rhinomedia.com 97% Businesses with active blogs get 97% more leads than businesses that don’t blog @3rhinomedia | 3rhinomedia.com
    18. 18. @3rhinomedia | 3rhinomedia.com 50% of consumers say content marketing has a positive impact on their purchasing decision @3rhinomedia | 3rhinomedia.com
    19. 19. @3rhinomedia | 3rhinomedia.com 61% of consumers feel better about a company that has a blog @3rhinomedia | 3rhinomedia.com
    20. 20. @3rhinomedia | 3rhinomedia.com 62% Lower cost per lead @3rhinomedia | 3rhinomedia.com
    21. 21. @3rhinomedia | 3rhinomedia.com 80+% Of buying cycle complete @3rhinomedia | 3rhinomedia.com
    22. 22. @3rhinomedia | 3rhinomedia.com 434% Websites that have blogs have 434% more pages indexed by Google than sites with out a blog @3rhinomedia | 3rhinomedia.com
    23. 23. Leads @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    24. 24. Authority @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    25. 25. When You Have a Question What do you do?
    26. 26. 5.1 billion searches DAILY!
    27. 27. DON STANLEY | @3rhinomedia | 3rhinomedia.com How does it work?Ostrich Marketing Doesn’t Work
    28. 28. A quick case study: River Pools and Spas • Founded in 2001 • 3 Person Operation Offering Fiberglass Pools • Regional Business @3rhinomedia | 3rhinomedia.com
    29. 29. October 10, 2007 (7,882) @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    30. 30. Moneyball: #s that Matter 15%Typical closing rate in the pool industry @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    31. 31. DON STANLEY | @3rhinomedia | 3rhinomedia.com A quick case study: River Pools
    32. 32. W 15%|30Typical closing rate in the pool industry If a visitor read pages What is the $Ball for Your Business? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    33. 33. 15%|30 = Typical closing rate in the pool industry If a visitor read pages River Pools New closing rate What is the $Ball for Your Business? 90% @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    34. 34. HOWdid they do this? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    35. 35. They Ask You Answer @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    36. 36. Value of a Single Post? @3rhinomedia | 3rhinomedia.com
    37. 37. Value of a Single Post? $2.4 M @3rhinomedia | 3rhinomedia.com
    38. 38. Value of a Single Post? $2.4 M Value of a Two Posts? @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    39. 39. Value of a Single Post? $2.4 M Value of a Two Posts? $3.0 M @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    40. 40. DON STANLEY | @3rhinomedia | 3rhinomedia.com How Do They Handle Leads Now? Assignment Selling & 30 page buyers
    41. 41. DON STANLEY | @3rhinomedia | 3rhinomedia.com Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation: Here are 4 of the most important 1. Blogging 2. Search Engine Optimization 3. Social Media 4. Content Marketing
    42. 42. DON STANLEY | @3rhinomedia | 3rhinomedia.com Where to Start? 1: Get Found Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation: Here are 4 of the most important 1. Blogging 2. Search Engine Optimization 3. Social Media 4. Content Marketing Totals for Jan 1, 2011 – Jan 7, 2013 Totals for Jan 1, 2013 – Jan 7, 2013
    43. 43. A quick exercise with questions @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    44. 44. To someone, you are a 4th grader
    45. 45. Let’s review some real-world case studies. Please note: each person has • a focus, • a core audience they speak to, • they are not big names outside of their industries, • they don’t have formal degrees in their areas of expertise • are doing very well financially WHILE pursuing their core interest
    46. 46. Some case studies @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    47. 47. Ana-White DON STANLEY | @3rhinomedia | Spring 2013
    48. 48. Gary Vaynerchuk DON STANLEY | @3rhinomedia | Spring 2013
    49. 49. Patrick Flynn DON STANLEY | @3rhinomedia | Spring 2013
    50. 50. James Wedmore DON STANLEY | @3rhinomedia | Spring 2013
    51. 51. DON STANLEY | @3rhinomedia | Spring 2013
    52. 52. break @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    53. 53. We know our why @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    54. 54. NOW Who @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    55. 55. “Simplicity is the ultimate sophistication” Leonardo Da Vinci
    56. 56. Remember EVERYONE starts @ zero
    57. 57. DON STANLEY | @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    58. 58. DON STANLEY | @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    59. 59. DON STANLEY | @3rhinomedia | 3rhinomedia.com @3rhinomedia | 3rhinomedia.com
    60. 60. Who is my target market? @3rhinomedia | 3rhinomedia.com
    61. 61. 20/80or F.O.C.U.S @3rhinomedia | 3rhinomedia.com
    62. 62. Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: @3rhinomedia | 3rhinomedia.com
    63. 63. Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: • What are their goals and aspirations? @3rhinomedia | 3rhinomedia.com
    64. 64. Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: • What are their goals and aspirations? • Why are they interested in this topic? @3rhinomedia | 3rhinomedia.com
    65. 65. Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: • What are their goals and aspirations? • Why are they interested in this topic? • What are their business problems? @3rhinomedia | 3rhinomedia.com
    66. 66. Who is my target market? If you are a typical business there will often be more than one target market. Determine who they are and then ask the following: • What are their goals and aspirations? • Why are they interested in this topic? • What are their business problems? • What tools do they use to find their answers (Google, Facebook, Forums, etc.)? @3rhinomedia | 3rhinomedia.com
    67. 67. What questions do they have? @3rhinomedia | 3rhinomedia.com
    68. 68. Are there cycles for content? @3rhinomedia | 3rhinomedia.com
    69. 69. Are there cycles for content? @3rhinomedia | 3rhinomedia.com
    70. 70. why & who Now some how @3rhinomedia | 3rhinomedia.com
    71. 71. What tools should I use? @3rhinomedia | 3rhinomedia.com
    72. 72. What tools should I use? Blogging platforms? @3rhinomedia | 3rhinomedia.com
    73. 73. What tools should I use? Blogging platforms? Hosting options? @3rhinomedia | 3rhinomedia.com
    74. 74. What tools should I use? Blogging platforms? Hosting options? Types of content? @3rhinomedia | 3rhinomedia.com
    75. 75. What tools should I use? Blogging platforms? Hosting options? Types of content? Social media promotions? @3rhinomedia | 3rhinomedia.com
    76. 76. Let’s review @3rhinomedia | 3rhinomedia.com
    77. 77. Let’s review Know why @3rhinomedia | 3rhinomedia.com
    78. 78. Let’s review Know why Know who @3rhinomedia | 3rhinomedia.com
    79. 79. Let’s review Know why Know who Know how @3rhinomedia | 3rhinomedia.com
    80. 80. QUESTIONS? @3rhinomedia | 3rhinomedia.com Don Stanley 3Rhino Media @3rhinomedia www.3rhinomedia.com

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