Audience, Analytics, and Online PR: Strategies for Better Blogging
Who We Are Amanda O’Brien VP of Marketing [email_address] <ul><li>Hall Web Services </li></ul><ul><li>www.hallme.com </li>...
Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
About You: What You'll Learn: <ul><li>Specific goals you can realize and how to track them </li></ul><ul><li>The importanc...
You've Got a Blog, Now What? <ul><li>Are you writing? </li></ul><ul><li>Are people reading? </li></ul><ul><li>Are you able...
Photo credit: http://www.flickr.com/photos/will-lion/2958508813/sizes/o/
Know Your Audience <ul><li>Who is going to read your blog? </li></ul><ul><li>What other blogs do they read? </li></ul><ul>...
Corporate Voice <ul><li>Who is your company - one person or many? </li></ul><ul><li>What is the tone of the message - prof...
Policies Make them BEFORE you have a problem! <ul><li>What is the expected time commitment? </li></ul><ul><li>What is the ...
<ul><li>Opportunity </li></ul><ul><li>Educate </li></ul><ul><li>Embrace social internet </li></ul>Negative Comments Photo ...
Input/Output <ul><li>You can't write if you don't read </li></ul><ul><li>Find people on blogsearch.google.com, Technorati,...
Creating Your Editorial Calendar A what? <ul><li>How often you post (obey!) </li></ul><ul><li>Who posts, when </li></ul><u...
Blogs and SEO <ul><li>Content updated regularly </li></ul><ul><li>SEO friendly </li></ul><ul><li>Bonus terms </li></ul><ul...
In Blogging, the Turtle Beats the Hare Blogging is a marathon not a sprint.
Measure: Feedburner <ul><li>Trends - Are things growing? </li></ul><ul><li>Sources - How are people subscribing? </li></ul...
Measure: Google Analytics <ul><li>&quot;Content&quot; view </li></ul><ul><li>Traffic sources is, too </li></ul><ul><li>Get...
PR: Getting Your Blog Heard! <ul><li>Social content-sharing networks (Digg, Delicious, StumbleUpon etc.) </li></ul><ul><li...
<ul><li>Funny  - gotta pass it along </li></ul><ul><li>Inspiring  - reading this makes me want to DO something </li></ul><...
<ul><li>Pay attention to comments </li></ul><ul><li>Engage every commenter </li></ul><ul><li>See what content is popular o...
3 Ways to reach out to other bloggers to help market your content <ul><li>Create valuable content and make sure they can s...
In It For the Long Haul <ul><li>You will get better and faster </li></ul><ul><li>Become part of your online community </li...
Re-cap <ul><li>Define who does what and when </li></ul><ul><li>Know your audience </li></ul><ul><li>Be  consistent </li></...
Learn More! <ul><li>Web Vision Blog -  http://www.hallme.com/blog </li></ul><ul><li>Webinars –  http:// www.hallme.com/web...
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SEO, Analytics, and Online PR: Strategies for Better Blogging

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In this intermediate level blogging webinar, we discussed some of the strategic decisions you can make when it comes to blogging and what tools you can use to monitor and assess your performance. Learn how an aggressive attitude towards analytics, built-in SEO optimization, a full editorial calendar, and ongoing outreach to other bloggers will help you turn your blog from a passive news feed into one of your most powerful marketing tools.

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SEO, Analytics, and Online PR: Strategies for Better Blogging

  1. 1. Audience, Analytics, and Online PR: Strategies for Better Blogging
  2. 2. Who We Are Amanda O’Brien VP of Marketing [email_address] <ul><li>Hall Web Services </li></ul><ul><li>www.hallme.com </li></ul><ul><li>www.hallme.com/blog </li></ul><ul><li>10+ Years in Business </li></ul><ul><li>Online Suite of Tools </li></ul>
  3. 3. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
  4. 4. About You: What You'll Learn: <ul><li>Specific goals you can realize and how to track them </li></ul><ul><li>The importance of blogging consistently and tips to do so </li></ul><ul><li>Tools you can use to track all of this, make sense of it, and do better! </li></ul><ul><li>You already have a blog </li></ul><ul><li>You want more out of your blog </li></ul><ul><li>You're not sure HOW to get more out of your blog </li></ul>
  5. 5. You've Got a Blog, Now What? <ul><li>Are you writing? </li></ul><ul><li>Are people reading? </li></ul><ul><li>Are you able to tell what is happening? </li></ul><ul><li>Are you stuck on content? </li></ul><ul><li>Are you gaining subscribers? </li></ul><ul><li>Are you providing value? </li></ul>
  6. 6. Photo credit: http://www.flickr.com/photos/will-lion/2958508813/sizes/o/
  7. 7. Know Your Audience <ul><li>Who is going to read your blog? </li></ul><ul><li>What other blogs do they read? </li></ul><ul><li>What's their preferred way to get content? </li></ul><ul><li>How hungry are they for new stuff? </li></ul><ul><li>How did they find you? </li></ul><ul><li>What do they want to hear from you? </li></ul><ul><li>Conversation – Talk WITH not AT </li></ul>Photo credit: http://www.flickr.com/photos/peterjlambert/97671748 /
  8. 8. Corporate Voice <ul><li>Who is your company - one person or many? </li></ul><ul><li>What is the tone of the message - professional, personal, sassy? </li></ul><ul><li>Who is responsible for creating content and who oversees it? </li></ul><ul><li>How will blog content be promoted or references in other marketing materials? </li></ul>
  9. 9. Policies Make them BEFORE you have a problem! <ul><li>What is the expected time commitment? </li></ul><ul><li>What is the expected responsibility? </li></ul><ul><li>Who is engaging commenters? </li></ul><ul><li>Who gets involved if things get negative? </li></ul>
  10. 10. <ul><li>Opportunity </li></ul><ul><li>Educate </li></ul><ul><li>Embrace social internet </li></ul>Negative Comments Photo credit: http://www.flickr.com/photos/freebird4/2341322084/
  11. 11. Input/Output <ul><li>You can't write if you don't read </li></ul><ul><li>Find people on blogsearch.google.com, Technorati, regular Google search, links people send, etc. </li></ul><ul><li>You gotta learn how to use an RSS reader (google reader) </li></ul><ul><li>Start to participate with your favorite blogs </li></ul><ul><li>Blog rolls </li></ul>Photo credit: http://www.flickr.com/photos/sabeth718/3745495331/
  12. 12. Creating Your Editorial Calendar A what? <ul><li>How often you post (obey!) </li></ul><ul><li>Who posts, when </li></ul><ul><li>The nature of the posts - do people have a regular &quot;beat&quot; </li></ul><ul><li>Can change based on real-time data and audience reaction </li></ul>
  13. 13. Blogs and SEO <ul><li>Content updated regularly </li></ul><ul><li>SEO friendly </li></ul><ul><li>Bonus terms </li></ul><ul><li>Inbound Links </li></ul><ul><li>On page SEO items </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Links </li></ul></ul>
  14. 14. In Blogging, the Turtle Beats the Hare Blogging is a marathon not a sprint.
  15. 15. Measure: Feedburner <ul><li>Trends - Are things growing? </li></ul><ul><li>Sources - How are people subscribing? </li></ul><ul><li>Reach - Who clicks on links in your RSS? </li></ul>
  16. 16. Measure: Google Analytics <ul><li>&quot;Content&quot; view </li></ul><ul><li>Traffic sources is, too </li></ul><ul><li>Get familiar with advanced segments ...Or set up custom filters </li></ul><ul><li>New engagement metrics </li></ul>
  17. 17. PR: Getting Your Blog Heard! <ul><li>Social content-sharing networks (Digg, Delicious, StumbleUpon etc.) </li></ul><ul><li>Social &quot;friends&quot; networks - LinkedIn, Twitter, Facebook, Friendfeed </li></ul><ul><li>Email marketing </li></ul><ul><li>Comments on other blogs, forums, etc. </li></ul><ul><li>Word of mouth </li></ul><ul><li>SEO </li></ul>The tools:
  18. 18. <ul><li>Funny - gotta pass it along </li></ul><ul><li>Inspiring - reading this makes me want to DO something </li></ul><ul><li>Valuable - wow, that helped me with this problem (resource, how-to, video, etc.) </li></ul><ul><li>Important - you need to know this (news, events) </li></ul>Why Content Gets Shared
  19. 19. <ul><li>Pay attention to comments </li></ul><ul><li>Engage every commenter </li></ul><ul><li>See what content is popular on other blogs </li></ul><ul><li>What questions are people asking you offline? </li></ul><ul><li>What problems need to be solved but have few answers? </li></ul>Photo: http://www.flickr.com/photos/seandreilinger/439462046/ It's About Them, Not You
  20. 20. 3 Ways to reach out to other bloggers to help market your content <ul><li>Create valuable content and make sure they can see it </li></ul><ul><li>Guest blogging opportunties </li></ul><ul><li>Comments </li></ul>Photo credit: http://www.flickr.com/photos/amit-agarwal/856769331/
  21. 21. In It For the Long Haul <ul><li>You will get better and faster </li></ul><ul><li>Become part of your online community </li></ul><ul><li>Don't burn out OR fade away (marathon not a sprint) </li></ul><ul><li>Pay attention to trends </li></ul><ul><li>Narrow your niche </li></ul>
  22. 22. Re-cap <ul><li>Define who does what and when </li></ul><ul><li>Know your audience </li></ul><ul><li>Be consistent </li></ul><ul><li>Listen, read, listen, read, write </li></ul><ul><li>Measure </li></ul><ul><li>PR strategy </li></ul><ul><li>Do something memorable </li></ul>Photo: http://www.flickr.com/photos/iamthebestartist/128004712/
  23. 23. Learn More! <ul><li>Web Vision Blog - http://www.hallme.com/blog </li></ul><ul><li>Webinars – http:// www.hallme.com/webinars </li></ul><ul><li>Follow Hall on Twitter - @ Hall_Web </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB) </li></ul><ul><li>[email_address] ‏ </li></ul><ul><li>Problogger: http://www.problogger.net/ </li></ul><ul><li>#blogchat 9pm EST Sundays (except this week) </li></ul>Questions?
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