Blogging's Importance in Marketing Strategy

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Blogging is a vital component of today's marketing mix. This presentation shows how the savvy blogger writes for human eyes and Web crawlers.

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Blogging's Importance in Marketing Strategy

  1. 1. StrategicIMC.com [email_address] 616-285-6182 (h) • 616-322-1712 (c) linkedin.com/in/jonathanpetersen twitter.com/jonpetersen facebook.com/jonathanpetersen 3289 Bentwood Drive SE • Grand Rapids, Michigan 49546 Blogging: What it is, Why it’s important, & How to Get Started
  2. 2. More than 25 years of experience in <ul><li>Internet & Social Media marketing </li></ul><ul><li>general and direct marketing </li></ul><ul><li>retail & product marketing </li></ul><ul><li>strategic marketing & planning </li></ul><ul><li>brand management </li></ul><ul><li>discerning the voice of the consumer </li></ul><ul><li>corporate reputation management </li></ul><ul><li>national network news editing </li></ul><ul><li>voiceovers & audiobook narration </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  3. 3. <ul><li>22 years tenure at Zondervan, a HarperCollins company. </li></ul><ul><li>Leader in a variety of marketing management capacities that involved national and international scope. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  4. 4. <ul><li>Prior to Zondervan, was founding and managing Religion News Editor for UPI Radio Network, responsible daily for </li></ul><ul><ul><li>News gathering </li></ul></ul><ul><ul><li>Interviewing </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><ul><li>Writing </li></ul></ul><ul><ul><li>Editing </li></ul></ul><ul><ul><li>Producing </li></ul></ul><ul><ul><li>Live anchoring of national newscasts </li></ul></ul><ul><ul><li>Promoting & growing the service’s syndication to radio stations across the country </li></ul></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  5. 5. Professional Voice Narration www.StrategicIMC.com | jonathan.petersen@comcast.net
  6. 6. Education <ul><li>MBA (Marketing) University of Phoenix </li></ul><ul><li>BA (Communications) University of Wisconsin – La Crosse </li></ul><ul><li>Diploma (Communications) Moody Bible Institute </li></ul><ul><li>Certified eMarketer eMarketing Association </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  7. 7. Teaching/Speaking <ul><li>Adjunct Instructor, Graduate Program, Spring Arbor University </li></ul><ul><li>Adjunct Professor, Undergraduate Program, Cornerstone University </li></ul><ul><li>Guest Lecturer, Graduate Program, Western Michigan University </li></ul><ul><li>Guest Lecturer, Marketing Calvin College </li></ul><ul><li>Speaker Maranatha Christian Writer’s Conf. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  8. 8. www.StrategicIMC.com | jonathan.petersen@comcast.net
  9. 9. www.StrategicIMC.com | jonathan.petersen@comcast.net
  10. 10. www.StrategicIMC.com | jonathan.petersen@comcast.net
  11. 11. www.StrategicIMC.com | jonathan.petersen@comcast.net
  12. 12. www.StrategicIMC.com | jonathan.petersen@comcast.net
  13. 13. www.StrategicIMC.com | jonathan.petersen@comcast.net
  14. 14. The Web’s Progression <ul><li>Web 1.0 </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net <ul><li>One way </li></ul><ul><li>Authoritarian </li></ul><ul><li>Passive </li></ul><ul><li>Static </li></ul><ul><li>Closed </li></ul><ul><li>Corbis </li></ul><ul><li>Microsoft Encarta </li></ul><ul><li>GeoCities </li></ul><ul><li>Hotmail </li></ul><ul><li>Conversational </li></ul><ul><li>Democratic </li></ul><ul><li>Active </li></ul><ul><li>Dynamic </li></ul><ul><li>Collaborative </li></ul><ul><li>iStockphoto </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogger </li></ul><ul><li>Twitter </li></ul>Web 2.0 Web 3.0 <ul><li>Data Flow </li></ul><ul><li>Libertarian </li></ul><ul><li>Proactive </li></ul><ul><li>Real Time </li></ul><ul><li>Cloud </li></ul>
  15. 15. Beginning of the Internet <ul><li>1969 – US Defense Department's Advanced Research Projects Agency ( ARPA ) starts developing and using packet-switching computer networks (ARPANET). Email is born. </li></ul><ul><li>Objective: To sustain decentralized communication ability in the event of a war. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  16. 16. Pre-1991 www.StrategicIMC.com | jonathan.petersen@comcast.net
  17. 17. 1991 www.StrategicIMC.com | jonathan.petersen@comcast.net
  18. 18. 1998 www.StrategicIMC.com | jonathan.petersen@comcast.net
  19. 19. www.StrategicIMC.com | jonathan.petersen@comcast.net
  20. 20. <ul><li>Web log or weblog </li></ul><ul><li>A website </li></ul><ul><li>consisting of entries (also called posts) of text, photos, charts, illustrations, videos, audio </li></ul><ul><li>appearing in reverse chronological order with the most recent entry appearing first (similar in format to a daily journal) </li></ul><ul><li>typically including reader comments and links to increase user interactivity. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  21. 21. September 11, 2001 www.StrategicIMC.com | jonathan.petersen@comcast.net
  22. 22. 2004 www.StrategicIMC.com | jonathan.petersen@comcast.net
  23. 23. www.StrategicIMC.com | jonathan.petersen@comcast.net
  24. 24. Your Brand <ul><li>Your competitive edge </li></ul><ul><li>Builds mind share </li></ul><ul><li>Readers will think of you first when they think of topics you write about </li></ul><ul><li>A lasting value: brand equity </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  25. 25. Key “Triggers for Compliance” <ul><li>Reciprocity – We feel compelled to give back once we’ve been on the receiving end. </li></ul><ul><li>Authority – We’re more easily influenced by those we perceive to be authorities. </li></ul><ul><li>Likability – The more likeable someone is, the more easily we’re persuaded by him or her. </li></ul><ul><li>Scarcity – Things are more desirable when they’re less accessible or available. </li></ul><ul><li>Social Proof – We feel safer following the pack. </li></ul><ul><li>Commitment and Consistency – We want dependability. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  26. 26. Why I Blog by Andrew Sullivan in The Atlantic <ul><li>“ To blog is to let go of your writing in a way, to hold it at arm’s length, open it to scrutiny, allow it to float in the ether for a while, and to let others pivot you toward relative truth.” </li></ul><ul><li>www.theatlantic.com/doc/200811/andrew-sullivan-why-i-blog </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  27. 27. Reasons Other Than Literary <ul><li>Become the Expert Position yourself as a thought leader of your genre; your craft; your subject matter. </li></ul><ul><li>Reader Relationships In a forum where your main objective not is to sell, you'll have a more personal relationship between you and your readers. Blogs are a fast way to join the readers’ discussions, provide tips and insights, or receive feedback. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  28. 28. Reasons Other Than Literary <ul><li>Media Relations Media can regularly check what you have to say, instead of just being passive – sometimes indifferent – recipients of press releases. </li></ul><ul><li>Collaboration Use blogs as a workspace where project members keep each other updated without wasting time writing reports or searching the Outlook inbox. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  29. 29. Reasons Other Than Literary <ul><li>Knowledge Management Blogging is a record of your ‘stream of consciousness’ that’s valuable for both you and your readers to find needed information and resources. Blogging is on-the-job learning. </li></ul><ul><li>Positioning As a thought leader, your readers will pay attention. They'll read and discuss what you have to say and be ready to buy your next book when it’s available. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  30. 30. Reasons Other Than Literary <ul><li>Simplified podcasting and videocasting Let your fans get to know you in ways other than text. A blog allows you to have a central location from which to distribute and syndicate these media files. </li></ul><ul><li>Showcase photo and image galleries A picture is worth a thousand words. So save yourself some writing time by archiving images that contribute to your personal brand. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  31. 31. Reasons Other Than Literary <ul><li>Test ideas and storylines A blog is an informal conversation where you invite your readers into engagement. Post an idea and see if it generates interest. Does anyone link to you? What do they say? Is it worth developing it into a book? </li></ul><ul><li>Rank high in search engines Google and other search engines reward sites that are updated often, that link to other sites, and most importantly, that has many inbound links. Start a blog and your ranking will boost. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  32. 32. SEO Benefits of Blogging. <ul><li>Recency of Content </li></ul><ul><li>Frequency of Content </li></ul><ul><li>Age of Content </li></ul><ul><li>Page Title </li></ul><ul><li>Keyword Density </li></ul><ul><li>RSS Distribution </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net Source: http://www.CompendiumBlogware.com
  33. 33. <ul><li>More visitors mean more awareness, more word-of-mouth, more potential sales </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  34. 34. <ul><li>More inbound links signal authority to search engines </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  35. 35. <ul><li>The more pages you have on your site, the more chances you have of getting found in search engines. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  36. 36. <ul><li>Traditional blog (Web based) </li></ul><ul><li>Microblog (Twitter, Tumblr, 12seconds,) </li></ul><ul><li>Video blog (YouTube, Vimeo, Qik, Ustream,) </li></ul><ul><li>Facebook fan page / MySpace page </li></ul><ul><li>Bookmarking (Digg, Delicious, Stumbleupon,) </li></ul><ul><li>Image (Flickr, Twitpic, tinypic, photobucket,) </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  37. 37. <ul><li>The keys to social media marketing are </li></ul><ul><ul><li>Sharability and </li></ul></ul><ul><ul><li>Leverage </li></ul></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  38. 38. Blog Essentials <ul><li>Keyword selection </li></ul><ul><li>Content (text, audio, video, photo, illustration, etc.) </li></ul><ul><li>Share functions </li></ul><ul><li>Tags </li></ul><ul><li>RSS feed </li></ul><ul><li>Widget </li></ul><ul><li>Fan Badge </li></ul><ul><li>LinkedIn Group </li></ul><ul><li>Link to your Twitter stream </li></ul><ul><li>Link to your Facebook fan page </li></ul><ul><li>Links to your book(s) information and purchase ability </li></ul><ul><li>Link(s) to your publisher(s) </li></ul><ul><li>Contact Information </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  39. 39. Keyword Selection www.StrategicIMC.com | jonathan.petersen@comcast.net
  40. 40. Keyword Research and Blogging <ul><li>Create an exhaustive list. </li></ul><ul><li>Use those words when writing your blog posts. </li></ul><ul><li>Use them naturally; do not force them. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  41. 41. Keyword Selection www.StrategicIMC.com | jonathan.petersen@comcast.net
  42. 42. Content www.StrategicIMC.com | jonathan.petersen@comcast.net
  43. 43. Share Functions www.StrategicIMC.com | jonathan.petersen@comcast.net
  44. 44. Tags www.StrategicIMC.com | jonathan.petersen@comcast.net
  45. 45. RSS www.StrategicIMC.com | jonathan.petersen@comcast.net
  46. 46. Widget www.StrategicIMC.com | jonathan.petersen@comcast.net
  47. 47. Fan Badge www.StrategicIMC.com | jonathan.petersen@comcast.net
  48. 48. LinkedIn Groups www.StrategicIMC.com | jonathan.petersen@comcast.net
  49. 49. Links <ul><li>Link to your Twitter stream </li></ul><ul><li>Link to your Facebook profile or fan page </li></ul><ul><li>Links to your book(s) information and purchase location </li></ul><ul><li>Link(s) to your publisher(s) </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  50. 50. Contact Information www.StrategicIMC.com | jonathan.petersen@comcast.net
  51. 51. www.StrategicIMC.com | jonathan.petersen@comcast.net
  52. 52. Microblogging. Twoorl www.StrategicIMC.com | jonathan.petersen@comcast.net
  53. 53. www.StrategicIMC.com | jonathan.petersen@comcast.net
  54. 54. <ul><li>“ You can never step into the same river; for new waters are always flowing on to you.” Heraclitus of Ephesus (540-480 BC ) </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  55. 55. Blogging. www.StrategicIMC.com | jonathan.petersen@comcast.net
  56. 56. Michael Hyatt <ul><li>Website/Blog: http://michaelhyatt.com/ </li></ul><ul><li>Facebook fan page: www.facebook.com/michaelhyatt </li></ul><ul><li>Twitter page: http://twitter.com/MichaelHyatt </li></ul><ul><li>YouTube page: www.youtube.com/mhyatt18 </li></ul><ul><li>Google profile: www.google.com/profiles/michael.hyatt?hl=en </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  57. 57. How to Find Effective Bloggers <ul><li>Use Google Blog Search. Enter your keywords to discover who’s written about that subject in the last week or so. </li></ul><ul><li>Google Alerts help you discover who’s talking about what. </li></ul><ul><li>Run a search directly from Search.Twitter, again using your keywords. Twitter can also be used to contact bloggers. </li></ul><ul><li>Look at the back links and blog rolls of interesting blogs. </li></ul><ul><li>Do a simple search in Google to see what pops up. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  58. 58. How to ID Influential Bloggers <ul><li>How much traffic does the blog get? </li></ul><ul><li>Is it abusive, unfair, or biased? </li></ul><ul><li>What is its Google Page Rank? </li></ul><ul><li>How many links are pointing to the site? </li></ul><ul><li>How many comments are there and are those comments monitored? </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  59. 59. www.StrategicIMC.com | jonathan.petersen@comcast.net
  60. 60. Authors who Twitter <ul><li>http://twitter.com/karenkingsbury </li></ul><ul><li>http://twitter.com/BodieThoene </li></ul><ul><li>http://twitter.com/jamesscottbell </li></ul><ul><li>http://twitter.com/megcabot </li></ul><ul><li>http://mashable.com/2009/05/08/twitter-authors/ </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  61. 61. Author Blogs <ul><li>http://johnmaxwellonleadership.com/ John Maxwell </li></ul><ul><li>http://sethgodin.typepad.com/ Seth Godin </li></ul><ul><li>http://www.stephenprothero.com/ Stephen Prothero </li></ul><ul><li>http://www.forensicsandfaith.blogspot.com/ Brandilyn Collins </li></ul><ul><li>http://tweenyouandme.typepad.com/whatimthinking/ Nancy Rue </li></ul><ul><li>http://dragonsinourmidst.blogspot.com/ Bryan Davis </li></ul><ul><li>http://www.camys-loft.blogspot.com/ Camy Tang </li></ul><ul><li>http://www.michaelsnyderwrites.com/blog Michael Snyder </li></ul><ul><li>http://drgarychapman.blogspot.com/ Gary Chapman </li></ul><ul><li>http://www.ransomedheartblog.com/john/ John Eldridge </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  62. 62. www.StrategicIMC.com | jonathan.petersen@comcast.net
  63. 63. Starting your own blog <ul><li>Understand that the blog is not for the hard sell. </li></ul><ul><li>It has to be useful and talk about things other than your book(s) and what you’re up to. Make it a useful two-way conversation. </li></ul><ul><li>Encourage comments from your readers and respond to them. </li></ul><ul><li>Be yourself and write naturally. </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  64. 64. Blogging. www.StrategicIMC.com | jonathan.petersen@comcast.net
  65. 65. <ul><li>www.problogger.net </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  66. 66. Blogging mistakes to avoid <ul><ul><li>Infrequent blog posts . Six a week is the ideal and once a week a minimum. Get into a rhythm of posting and keep to it. </li></ul></ul><ul><ul><li>No imagery . Use graphics, screen shots, and photographs. Optimize image captions with target keywords. </li></ul></ul><ul><ul><li>No podcasts or videos . Go beyond text and images; use sound and video. </li></ul></ul><ul><ul><li>Too many 2,000 word essays . Most successful blog posts are short and punchy. Infrequently a longer one can give more detail. </li></ul></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  67. 67. <ul><li>Follow my microblogging at http://twitter.com/jonpetersen where I point to articles about leadership , branding , the media , PR , and Internet marketing . </li></ul><ul><li>My Twitter site is featured in Alltop </li></ul><ul><li>at twitterati.alltop.com , marketing.alltop.com , & socialmedia.alltop.com Also featured at www.socialbrandindex.com/twitter/executives </li></ul>www.StrategicIMC.com | jonathan.petersen@comcast.net
  68. 68. StrategicIMC.com [email_address] 616-285-6182 (h) • 616-322-1712 (c) linkedin.com/in/jonathanpetersen twitter.com/jonpetersen facebook.com/jonathanpetersen 3289 Bentwood Drive SE • Grand Rapids, Michigan 49546 Blogging: What it is, Why it’s important, & How to Get Started
  69. 69. StrategicIMC.com [email_address] 616-285-6182 (h) • 616-322-1712 (c) linkedin.com/in/jonathanpetersen twitter.com/jonpetersen 3289 Bentwood Drive SE • Grand Rapids, Michigan 49546 Jonathan Petersen, MBA, CeM Proficient in Corporate Reputation Management/Public Relations Internet & Social Media Marketing General, Retail, & Direct Marketing Brand Management Content Marketing | WOM | CRM | SEO | Mobile | Media Coaching

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