Lifting the Fog of the Blog: 8 Strategic Questions Before You Write 1 Word

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Before you write 1 word of your blog (or before you write 1 more word), answer these 8 strategic questions. Learn how, why, what, and where to blog, and how to measure your success in this …

Before you write 1 word of your blog (or before you write 1 more word), answer these 8 strategic questions. Learn how, why, what, and where to blog, and how to measure your success in this presentation from social media strategy consultant Jay Baer (co-author of The NOW Revolution). This presentation on corporate blogging was developed for Blogging Success Summit 2011.

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  • 1. Lifting the Fog of the Blog 8 Strategic Questions Before You Write One Word Jay Baer @jaybaer Design ©2011 WhitePaperSource Publishing • Content Copyrighted by Presenter
  • 2.  
  • 3. Blogging: It’s Easy. It’s Hard. 100+ Million Blogs. Why Should Yours Succeed?
  • 4. Most Blogs are Random
  • 5. Don’t Leave Your Success to Chance
    • 8 Strategic Questions Before You Write One Word
    • Or before you write another word
      • Why Do You Need a Blog?
      • Who Will Read It?
      • How Will They Know About It?
      • What Do We Want Them to Do?
      • Who Will Write It?
      • What Will We Write?
      • How Will We Extend It?
      • How Will We Measure It?
  • 6. Question #1
    • Why Do You Need a Blog?
    • What Business Objective Are You Addressing?
      • Awareness?
      • Sales?
      • Community, Loyalty, Humanization?
  • 7. Awareness Blog http://blog.udisglutenfree.com
  • 8. Sales Blog http://blog.compendiumblog.com
  • 9. Humanization Blog http://sweetleafteablog.com “ Once We Have a Blog, We’ll Be Able to ––––––––––––––”
  • 10. Question #2
    • Who Will Read This Blog?
    • Define and Segment Audiences
      • Current Customers?
      • Prospects?
      • Employees?
      • Potential Employees?
      • Media?
  • 11. Create Personas
    • What Questions Are You Answering?
    • What Else Are They Reading?
    • Who ARE They?
      • Make and Keep Profiles of “Fake Real People”
  • 12. Meet Frances (x5) “ People Read Our Blog Because It Helps Them ––––––––––––––”
  • 13. Question #3
    • What Do We Want Them to Do?
    • Create (and prioritize) Calls to Action
      • Visit main website?
      • Download longer form content?
      • Sign-up for email or RSS?
      • Call now?
      • Tweet and Share?
  • 14. Create Multiple Action Alternatives “ After Reading, We Want Blog Visitors to ––––––––––––––, or ––––––––––––”
  • 15. Question #4
    • How Will They Know About It?
    • Build a Blog Marketing Plan
      • Search Optimization
  • 16. Future Touchpoints
      • RSS
      • Email + Email Newsletter
    http://convinceandconvert.com
  • 17. Website Integration
      • Don’t Play Blog Hide-and-Seek
    http://sweetleaftea.com
  • 18. Social Integration
      • Twitter
      • Facebook
      • Linkedin
      • Quora
      • Comments
    Social Sends More Traffic Than Search! “–––––––––––––– , –––––––––––––, and ––––––––––– Will Let People Know We Have a Blog”
  • 19. Question #5
    • Who Will Write the Blog?
    • Commit to a Schedule
      • More = More
  • 20. Volume Matters http://dontdrinkthekoolaidblog.com
  • 21. One Voice or Many? http://convinceandconvert.com http://standingpr.com/blog
  • 22. Practice Matters
    • Fewer, consistent voices are better than more, inconsistent voices
    • Inconsistent voices develop fewer ties with audience
    • Inconsistent bloggers tend to overwrite and over-polish
  • 23. It Takes a Village?
    • Editor
    • Authors
      • Text
      • Video
    • Analytics
    “ We Will Create –––––––– Posts per Month, with ––––––––, ––––––––, and ––––––––– Taking the Lead”
  • 24. Question #6
    • What Will We Write?
    • Figure Out Your Point-of-View in Advance
      • Think Like a Magazine
      • Mix Timely and Timeless
      • Mix Long and Short
      • Mix Personal and Professional
      • Plan Your Post Before You Write It
  • 25. Blog Post Worksheet
      • Headline
      • Main Point
      • Secondary Points
      • Search Terms
      • Subheads
      • Photos/Art
      • Resources/Links
      • Call to Action
    http://convinceandconvert.com/free-social-media-worksheets
  • 26. Blog Writing Tips
    • Spend More Time Reading than Writing
    • Write 50 Titles Before You Write a Post
    • Create an Anchor
  • 27. Good Bloggers are Great Headline Writers
    • Numbers Work
    • Unexpected Words
    • Challenge Conventional Wisdom
    • Incorporate Search Terms
    “ This Blog is About –––––––. Sample Headlines are ––––––––, –––––––––, and –––––––––––– ”
  • 28. Question #7
    • How Will We Extend It?
    • Blog is Just 1 Piece of a Content Marketing Ecosystem
    • Deconstruct and Repackage Your Ideas
  • 29. Don’t Reinvent the Wheel – Make More Wheels
    • This Presentation Could Become:
      • Slideshare presentation (!)
      • 8 blog posts
      • Worksheets on Scribd.com
      • Blog review Flickr gallery
      • Podcasts
      • Downloadable Ebook
      • Blog comments
      • LinkedIn answers, Quora answers
    “ The Blog Will Create Content That Will Also Feed –––––––,–––––––– and –––––––––––– ”
  • 30. Question #8
    • How Will We Measure It?
    • If Your Blog is About More Than Catharsis, Measure It Often
    • Appropriate Metrics Depend on Goals (awareness, sales, community)
  • 31. Metrics for Awareness
      • Unique Visits
      • Visits from Search
      • Inbound Links/Trackbacks
      • % of New Visits (usually 60% +)
  • 32. Metrics for Sales
      • Referrals to Corporate Site
      • Downloads of Key Content
      • Visits to Sales-Oriented Pages
  • 33. Metrics for Community
      • Repeat Visits
      • Subscriptions
      • Comments
      • Sharing
    “ We Will Measure the Success of the Blog by Tracking –––––––,–––––––– and –––––––––––– ”
  • 34. Plan + Work = Blog Success
      • Why Do You Need a Blog?
      • Who Will Read It?
      • How Will They Know About It?
      • What Do We Want Them to Do?
      • Who Will Write It?
      • What Will We Write?
      • How Will We Extend It?
      • How Will We Measure It?
  • 35.