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20 Techniques To Enhance Your Blog Content Joe Pulizzi Executive Director, CMI Co-Author,  Get Content Get Customers
Content Marketing About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio
10 and 10 AGENDA <ul><li>The art of publishing to BUILD a business </li></ul><ul><li>10 reasons why your content sucks and...
 
 
 
Are You a   Publisher?
Shutterstock
 
Shutterstock
 
Shutterstock
 
Publishing: <ul><li>Publishing  is the process of production and dissemination of  information  – the activity of making i...
Former Barriers to Entry <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul><ul><l...
 
Remember…just one tool:
Yes, we are all  PUBLISHERS…
Search Engine  Optimization Lead Generation Social Media STORYTELLING
 
 
Shutterstock
Shutterstock
 
REASONS YOUR CONTENT STINKS AND HOW TO FIX IT
GOALS  Lack of Blogging #1
The Goal of Blogging? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </...
The Goal of Blogging? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </...
Objective Convert Porsche and other sports cars to Corvette Buyers!
 
EVERYTHING  Your Blog is about #2
 
Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
YOU YOU YOU Your Blog is about #3
 
Be the Solutions Provider The TRUSTED EXPERT <ul><li>Give your customers relevant, compelling information  </li></ul><ul><...
FIND Customers’ Pain Points KEYWORD ANALYSIS
 
 
GOOD ENOUGH  Good Enough is NOT #4
Your Content Competition
Great Content Marketing <ul><li>UNIQUE </li></ul><ul><li>USEFUL OR FUN </li></ul><ul><li>WELL EXECUTED </li></ul><ul><li>M...
STAND FOR?  What does your content UNIQUE CONTENT W/ A POV
 
Grew Business from FIVE TO 70 MILLION
IT’S NOT WHAT YOU SELL   (Wine) IT’S WHAT YOU STAND FOR   (Everyone deserves to understand the wine experience)
CATEGORY  Create Your Own The Timeout Experience –  “Giving people what they really didn’t know they wanted.” - Abe Peck, ...
 
Google Insights
 
 
CALENDAR Lack of a Blogging (content) #5
1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (W...
<ul><li>Podcasts (2) </li></ul><ul><li>Print Article </li></ul><ul><li>Digital Article </li></ul><ul><li>Tweet Schedule </...
EMPLOYEES Not Leveraging Your #6
 
 
 
<ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>Over 30,000 visits in six months. </li></ul><ul><li...
 
ENGAGE IN CONTENT That People Will Magically #7
 
<ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active…start commenting </li...
 
 
Blog is NOT ENOUGH BEST off-line content
OWNER Your Blog Has NO #8
Jenny Cisney Chief Blogger/Sr. Social Media <ul><li>3 Blogs (Thousand Words, Plugged In, Grow Your Biz). </li></ul><ul><li...
EXPERIENCE You Don’t Have Content #9
 
What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out ...
SUPPORT You Don’t Have Internal #10
300%  Less Chance of Success
 
The PATH to PUBLISHER <ul><li>Specific Blogging  Goals </li></ul><ul><li>Your Blog is SUPER  Niche </li></ul><ul><li>Blog ...
THINGS YOU NEED TO BE DOING RIGHT  NOW FOR YOUR BLOG CONTENT
HEADLINE How to Use a Proper #1
 
Headline Tips <ul><li>Think about the Problem </li></ul><ul><li>Focus on a Keyword Search (Google External Search) </li></...
PROBLEM From the Start, Scope the #2
 
MORE Less is #3
Short Tips <ul><li>Short sentences </li></ul><ul><li>Bullets </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Get rid ...
 
CALL TO ACTION Think first about your #4
 
From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. ...
A SMALL PART One Blog Post is Just #5
 
 
 
LOVE Guest Blogging: Spreading the #6
<ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
INFLUENCERS Promote the Key #7
 
 
MEASURE Measure, Measure #8
 
 
INFLUENCERS Do Q&A’s with the #9
 
 
OUTSOURCE FINAL TIP #10
 
<ul><li>Joe Pulizzi </li></ul><ul><li>[email_address]   •  @juntajoe on Twitter  </li></ul>THANK YOU!
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20 Techniques To Create a Best in Breed Blog

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20 Specific techniques to use as part of developing a niche blog that drives results for your business - as presented by Joe Pulizzi from the Content Marketing Institute.

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  • Thank you for sharing ideas about content marketing. I don't know if you would agree with me but I would say that in social media marketing content is king, that is why marketers should really generate good content to get high rankings in search engines. The tips you shared about generating a good content will be of great help.
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  • We have to focus on what would make us interesting to our customers. Clearly, not our products and services (for the most part). In order to create a magnet to attract customers and prospects to us, we have to market differently than we have in the past.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Now, all of this should be common sense, but the majority of content we create as companies still revolves around our products and services. Just look at your events, brochures, press releases. Are you creating more interesting information or more content about you you you.
  • So, in order to be successful in social media, we have two choices (see above). Can anyone think of any others?
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Identify where your customers are hanging out at…
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
  • Transcript of "20 Techniques To Create a Best in Breed Blog"

    1. 1. 20 Techniques To Enhance Your Blog Content Joe Pulizzi Executive Director, CMI Co-Author, Get Content Get Customers
    2. 2. Content Marketing About Joe Pulizzi (@juntajoe) 6-8 September, 2011 joepulizzi.com/bio
    3. 3. 10 and 10 AGENDA <ul><li>The art of publishing to BUILD a business </li></ul><ul><li>10 reasons why your content sucks and how to fix it (strategic) </li></ul><ul><li>10 very specific things you need to be doing right now to help you create great content </li></ul>
    4. 7. Are You a Publisher?
    5. 8. Shutterstock
    6. 10. Shutterstock
    7. 12. Shutterstock
    8. 14. Publishing: <ul><li>Publishing  is the process of production and dissemination of  information  – the activity of making information available for public view. </li></ul>http:// en.wikipedia.org /wiki/Publisher
    9. 15. Former Barriers to Entry <ul><li>Content Acceptance </li></ul><ul><li>Talent </li></ul><ul><li>Technology </li></ul><ul><li>Databases </li></ul>
    10. 17. Remember…just one tool:
    11. 18. Yes, we are all PUBLISHERS…
    12. 19. Search Engine Optimization Lead Generation Social Media STORYTELLING
    13. 22. Shutterstock
    14. 23. Shutterstock
    15. 25. REASONS YOUR CONTENT STINKS AND HOW TO FIX IT
    16. 26. GOALS Lack of Blogging #1
    17. 27. The Goal of Blogging? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>
    18. 28. The Goal of Blogging? <ul><li>Customer Retention </li></ul><ul><li>Lead Generation </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Lower Customer Service Costs </li></ul><ul><li>Open New Markets </li></ul><ul><li>Inspire Former Decision Makers </li></ul><ul><li>Content to Pay for Itself </li></ul><ul><li>Solve World Hunger </li></ul><ul><li>Somebody Thought It would be Cool </li></ul><ul><li>CEO Wants It </li></ul>Prioritize and Choose
    19. 29. Objective Convert Porsche and other sports cars to Corvette Buyers!
    20. 31. EVERYTHING Your Blog is about #2
    21. 33. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    22. 34. Get SUPER NICHE <ul><li>Pets </li></ul><ul><li>Issues pertaining to pet owners who like to travel with their dogs. </li></ul>
    23. 35. YOU YOU YOU Your Blog is about #3
    24. 37. Be the Solutions Provider The TRUSTED EXPERT <ul><li>Give your customers relevant, compelling information </li></ul><ul><li>and/or </li></ul><ul><li>Show them a good time… </li></ul>
    25. 38. FIND Customers’ Pain Points KEYWORD ANALYSIS
    26. 41. GOOD ENOUGH Good Enough is NOT #4
    27. 42. Your Content Competition
    28. 43. Great Content Marketing <ul><li>UNIQUE </li></ul><ul><li>USEFUL OR FUN </li></ul><ul><li>WELL EXECUTED </li></ul><ul><li>MATCHES THE MEDIA CHANNEL </li></ul>
    29. 44. STAND FOR? What does your content UNIQUE CONTENT W/ A POV
    30. 46. Grew Business from FIVE TO 70 MILLION
    31. 47. IT’S NOT WHAT YOU SELL (Wine) IT’S WHAT YOU STAND FOR (Everyone deserves to understand the wine experience)
    32. 48. CATEGORY Create Your Own The Timeout Experience – “Giving people what they really didn’t know they wanted.” - Abe Peck, Medill School of Journalism
    33. 50. Google Insights
    34. 53. CALENDAR Lack of a Blogging (content) #5
    35. 54. 1-7-30-4-2-1 Plan <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (User Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>
    36. 55. <ul><li>Podcasts (2) </li></ul><ul><li>Print Article </li></ul><ul><li>Digital Article </li></ul><ul><li>Tweet Schedule </li></ul><ul><li>Facebook Posts </li></ul><ul><li>Blog Posts </li></ul><ul><li>Guest Posts </li></ul><ul><li>White Paper </li></ul><ul><li>Case Study </li></ul>
    37. 56. EMPLOYEES Not Leveraging Your #6
    38. 60. <ul><li>Average 24 posts per week/90% participation. </li></ul><ul><li>Over 30,000 visits in six months. </li></ul><ul><li>3,000 enewsletter subscribers with 25% open rate. </li></ul><ul><li>Over 700 published blogs, articles, videos and podcasts. </li></ul>
    39. 62. ENGAGE IN CONTENT That People Will Magically #7
    40. 64. <ul><li>Target the top 10 – 15 blogs or websites in your niche </li></ul><ul><li>Read and get active…start commenting </li></ul><ul><li>Where else are your customers online? </li></ul><ul><li>Be the LinkedIn/Yahoo! Answers expert </li></ul>Where are your customers HANGING OUT?
    41. 67. Blog is NOT ENOUGH BEST off-line content
    42. 68. OWNER Your Blog Has NO #8
    43. 69. Jenny Cisney Chief Blogger/Sr. Social Media <ul><li>3 Blogs (Thousand Words, Plugged In, Grow Your Biz). </li></ul><ul><li>17 Twitter Accounts </li></ul><ul><li>Kodak Community Exchange </li></ul>
    44. 70. EXPERIENCE You Don’t Have Content #9
    45. 72. What to do? <ul><li>Hire or freelance a journalist? </li></ul><ul><li>Hire a content agency? </li></ul><ul><li>Search out your internal content producers. </li></ul>
    46. 73. SUPPORT You Don’t Have Internal #10
    47. 74. 300% Less Chance of Success
    48. 76. The PATH to PUBLISHER <ul><li>Specific Blogging Goals </li></ul><ul><li>Your Blog is SUPER Niche </li></ul><ul><li>Blog focuses on Customer Pain Points </li></ul><ul><li>Blog content is among the BEST in the industry </li></ul><ul><li>You stick to your publishing schedule </li></ul><ul><li>Employees are a key part of your blog </li></ul><ul><li>You build online relationships and great off-line content to spread your message. </li></ul><ul><li>You have a Chief Content Officer </li></ul><ul><li>You Insource or Outsource your content to experts </li></ul><ul><li>You have C-Level support for content marketing and blog. </li></ul>
    49. 77. THINGS YOU NEED TO BE DOING RIGHT NOW FOR YOUR BLOG CONTENT
    50. 78. HEADLINE How to Use a Proper #1
    51. 80. Headline Tips <ul><li>Think about the Problem </li></ul><ul><li>Focus on a Keyword Search (Google External Search) </li></ul><ul><li>Numbers Rule </li></ul><ul><li>Be VERY Specific </li></ul>Ways to Increase Your Stock Returns 10 Ways to Make More Money with Small-Cap Stocks
    52. 81. PROBLEM From the Start, Scope the #2
    53. 83. MORE Less is #3
    54. 84. Short Tips <ul><li>Short sentences </li></ul><ul><li>Bullets </li></ul><ul><li>Short paragraphs </li></ul><ul><li>Get rid of unnecessary words </li></ul><ul><li>Edit, Edit, Edit </li></ul>
    55. 86. CALL TO ACTION Think first about your #4
    56. 88. From Debbie Weil <ul><li>Download our white paper </li></ul><ul><li>Join us on Twitter, Facebook, LinkedIn, YouTube, etc. </li></ul><ul><li>Ask us a question </li></ul><ul><li>Download our e-book </li></ul><ul><li>Sign up for our free webinar </li></ul><ul><li>Request our toolkit </li></ul><ul><li>Sign up for our e-newsletter </li></ul><ul><li>Request a demo </li></ul>
    57. 89. A SMALL PART One Blog Post is Just #5
    58. 93. LOVE Guest Blogging: Spreading the #6
    59. 94. <ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
    60. 95. INFLUENCERS Promote the Key #7
    61. 98. MEASURE Measure, Measure #8
    62. 101. INFLUENCERS Do Q&A’s with the #9
    63. 104. OUTSOURCE FINAL TIP #10
    64. 106. <ul><li>Joe Pulizzi </li></ul><ul><li>[email_address] • @juntajoe on Twitter </li></ul>THANK YOU!
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