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 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.

Published in: Business, Technology

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

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