12 Imperative Must Dos for the Serious Blogger


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If you're serious about blogging for business, this is the presentation for you. Filled with real-world examples, data, experiments, and lessons from social media and content strategist Jay Baer, this 12 Imperative Must Dos for the Serious Blogger presentation is from Blogworld Expo 2012.

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  • Everything rides on content. Without it, the program is nearly non-existent, invisible.Content is fuel for the marketing engine.
  • Match what the audience wants with what your business has to offer
  • Match what the audience wants with what your business has to offer
  • 12 Imperative Must Dos for the Serious Blogger

    1. Jay Baer Convince & Convert www.convinceandconvert.com www.nowrevolutionbook.com @jaybaerSign meat4:15pm!
    2. @jaybaerSelleckWaterfallSandwich.tumblr.com
    3. @jaybaerHungoverOwls.tumblr.com
    4. @jaybaerAwkwardStockPhotos.tumblr.com
    5. @jaybaerYour blog plays a serious role in your business.You make money from your blog (directly, orindirectly).You want to improve your blogging results andbreak through to the next level of success.
    6. @jaybaerConvinceAndConvert.com
    7. @jaybaer ConvinceAndConvert.comBlog began July 1,20084 themesDesign byCopybloggerMedia/StudiopressGenesis platform660 posts75 authors (~500posts from me)~50,000visitors/month
    8. @jaybaer ConvinceAndConvert.com#1 contentmarketing blog(Junta42)Top 10 socialmedia blog (SocialMedia Examiner)Top 20 marketingblog (AdAge)
    9. @jaybaerSocial and Content AcceleratorsCorporate and Agency ClientsInvolved in Dozens of Blog and ContentMarketing Scenarios Each Week
    10. @jaybaer Social Blog Sponsorship Revenue SpeakingSpeaking EngagementsRevenue Consulting Revenue Clients
    11. We’re in ThisTogether Flickr: pitel
    12. 1
    13. @jaybaerMy Mom Read it First
    14. @jaybaer Exactly 3 years before I 2008 made my first nickel 2009 2010 Direct Revenue 20112012 (proj) $- $20,000 $40,000 $60,000 $80,000
    15. 2
    16. @jaybaerBlogging is an information meritocracyBlogging is the most competitive form ofcommunication other than word of mouthFor whom are you writing?Better to be the favorite blog of fewer people thanto be the “meh” blog of a larger group of people
    17. @jaybaer
    18. Key Question: “Because of this blog, <specific audience or persona> will <specific benefit>.”
    19. @jaybaerBetter understand what you’re creating, and forwhomEspecially useful exercise for group blogsWrite 50 headlines of posts you could (and wouldwant to create)Identify the questions you’ve answered and thetopical scatter patternWho needs those answers? That’s your audience
    20. @jaybaer1. Digital Marketing for Agencies2. Email and Social Confluence for Marketers3. Social Media for Marketing Directors and Owners4. Social and Content Acceleration for Social Media and Content Managers SocialPros.com
    21. 3
    22. @jaybaer
    23. @jaybaerDon’t value inspiration over perspirationYou always have “something to say”Every post has value to your audience, and to yourbusiness
    24. @jaybaer 6,8837000600050004000 2,959300020001000 14 25 0 Posts Visits
    25. @jaybaerBefore 2/5/12: 3 posts per week, 2 (or 3) by meAfter 2/5/12: 4 posts per week, 1 by me Guest post Staff post Podcast transcript
    26. 4
    27. @jaybaerMove beyond the word Interviews Videos Podcasts Presentations SurveysPublish at least one non-standard posteach week
    28. @jaybaerKikolani.com
    29. @jaybaerBusinessesGrow.com/blog
    30. @jaybaerConvinceAndConvert.com
    31. @jaybaerTheRiseToTheTop.com
    32. @jaybaerSocialMediaExaminer.com
    33. @jaybaerTomReadsHisSpam.tumblr.com
    34. 5
    35. @jaybaerTheSalesLion.com
    36. @jaybaerGive away knowledge snacks to sellinformation mealsHow far will you open the kimono?
    37. @jaybaerOpenviewPartners.com
    38. @jaybaerTheSalesLion.com
    39. Quote to Remember: “Giving someone a list of ingredients doesn’t make them a chef.”
    40. 6
    41. @jaybaerSomething special you can put in your editorialcalendar every weekYour ONE ThingMakes content planning much easier
    42. @jaybaerSpinSucks.com
    43. @jaybaerTwistImage.com/blog
    44. @jaybaerTwitter20.com
    45. 7
    46. @jaybaerUnless you’re selling ads, traffic has very littleinherent valueIt’s about behavior, not page viewsYour blog must have an overall Call-to-Action andeach post should have one too
    47. @jaybaer
    48. Key Question: “After visiting this blog, I want readers to do <action>. Second best is <action>. At a minimum, <action>.”
    49. 8
    50. @jaybaerCommunity drives repeat visits and sharing behaviors“The difference between an audience and acommunity is the direction the chairs are facing.” -- Chris Brogan
    51. @jaybaerWelcomeFacilitateAnswer ConversationAgent.comConnectThank
    52. @jaybaer
    53. @jaybaerYour community isn’t your validation, you are (andthe numbers are)You want community, but you don’t need itBlog comments are not a business model – nor evena particularly sound metric
    54. 9
    55. @jaybaer
    56. @jaybaer 4 Years Blogging.New Visitor % is still 70%.
    57. @jaybaerHome page is landingpage for 14% of visits.
    58. @jaybaerInboundWriter.com
    59. Key Question: “What search term will people use to find this post in Google, realistically?”
    60. 10
    61. @jaybaerWhat is your REAL goal?Your REAL goal is something that sustains you Blog comments isn’t a real goal Blog traffic isn’t a real goal Retweets isn’t a real goal Each of these is a link in the chain toward your real goal (maybe)
    62. @jaybaerNumber that count up from zero are usually inferiorto ratios and percentagesSet up Goals, Funnels, and Events tracking in GoogleAnalytics to measure behaviors that drivesustainability and financial meaningEven if you don’t sell online, there are behaviorsthat matter to your business
    63. @jaybaer % visits to newsletterpage, and conversions (subscriptions)
    64. @jaybaer% visits to podcast page
    65. @jaybaer% visits to speaking page
    66. @jaybaer% visits to consulting pages
    67. @jaybaerAfter looking at top-level goal completions andratios, examine where those conversions are comingfrom Search? Which keywords? Which posts? Social? Which venues? Which tweets/updates? Use Google’s new Assisted Conversions to credit appropriately
    68. 11
    69. @jaybaer
    70. @jaybaerSlideshare!! (connect to Linkedin, too)ScribdComments on other blogs (huge, especially at first)YouTubePinterestInstagramPodcastsEtc. etc.
    71. Quote to Remember: “Think small. You need to be a digital dandelion.”
    72. 12
    73. @jaybaerDo More Icons = More Shares?Scrolling or non-scrolling?Do you support the new kids on the block? Pinterest BufferIndustry-specific sharing buttons?
    74. @jaybaerBuild a well of good willShine the light on others, and the light will shineback on youIt’s not quid pro quo, but if you want your contentto be shared, be a great sharerShare down, not just up
    75. @jaybaerIt matters. A lot.Lists still workUnexpected wordsIncorporate keywords
    76. Download theseslides:slideshare.net/jaybaer Convince & Convert www.convinceandconvert.com www.nowrevolutionbook.com @jaybaer
    77. Jay Baer Convince & Convert www.convinceandconvert.com www.nowrevolutionbook.com @jaybaerSign meat4:15pm!